The IPL today is the second most valued sporting league in the world in terms of per-match value, with 500 MN+ plus viewership in India in IPL 2022.

Fan-led engagement plays a big role for us to create memorable experiences. We look at building this in 3-4 buckets.

1/ Fan community building: We use our app as a destination to build an engaging fan community. Fan lounges to interact with fellow fans to talk cricket and share their experiences with the Royals community. Live chat room sessions with players to interact and speak their heart out.

2/ Gamification: We have multiple exciting and curated games like the Predictor that unlock multiple questions at different stages of the live IPL game. Then we also have the Royals Housie, another very popular & Live game that guarantees 100% fun on match day. Fans get rewarded for their participation, and there?s a leaderboard to see where you stand against your peers.

3/ Personalization is another area through which we drive a lot of engagement. Fans can select their favourite player and create their customised jersey name & number. Basis their past browsing history, we give them access to exclusive content around the latest news, updates around quick live scores, videos around their favourite players etc., on a near real-time basis to enhance their overall experience.

4/ Reward & Recognition Currency: For all their participation and interaction with the brand, we reward the fans with a reward currency called Royal Coins that fans earn for every interaction they do with us that helps in creating loyalty and reward them with money can?t buy experiences like player meet & greet, signed bats, jerseys match day led fan zone experiences.

In a nutshell, we try to create a holistic user experience across the Royals ecosystem from the time a fan starts following us on social media till they register with us. We then curate personalised experiences for them basis their preferences and behavioural data.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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