RummyCulture witnessed an increase of approximately 30% in user base despite the suspension of Indian Premier League (IPL). The online rummy platform ran its ad campaigns during the Indian Premier League (IPL). However, with the suspension of IPL midway owing to several players testing positive for COVID-19 and the health concerns of the team members, it was expected that the new users may not sign-up on the platform.
IPL is like a festival for Indian cricket fans. During IPL 2021, brands like CRED and JustDial had aggressive ad campaigns running between matches. Similarly, Fantasy sports platforms such as Dream11 and MPL had also launched ‘Team hai toh mazaa hai’ and ‘Hai Akal Khelo MPL’ campaigns respectively during IPL season.
Gameskraft’s rummy platform, RummyCulture, also launched a multilingual campaign titled ‘Culture of Champions’ during IPL 2021. The brand had signed up with heavy weight names in sports like Harbhajan Singh, Abhinav Bindra, Mahesh Bhupati, and Pankaj Advani for the campaign. Additionally, the brand had also planned an Indian Rummy League with exciting prizes during the season.
When IPL was suspended due the COVID-19 scare, fantasy sports operators witnessed a huge drop in its user base. However that wasn’t the case for RummyCulture. Gameskraft’s head of brand strategy, Amit Kushwaha said, “Especially this year, we didn’t notice any drop in the number of users or sessions per user. On the contrary, we noticed a jump in the number of players, and this might be attributed to our brand campaign which helped us increase awareness and trust for the platform.”
The ad campaign was planned for the first week of IPL which was executed successfully. The suspension of IPL came in later, hence it did not affect RummyCulture’s ad campaign. The online rummy brand reportedly adapted to new strategies in order to meet the new pandemic norms.
The brand’s 2021 Q1 financial reports reflected that the number of users had spiked by over 30% year-on-year (Y-o-Y) basis as compared to 2020 Q1. The online rummy site has many activities planned for the rest of the year which they believe will help them boost their growth rate further. The brand has witnessed a double-digit jump in their new users and sessions per user, thereby increasing the games played per player.