Dream11
Social
SPORTS ARE MEANT TO BE ENJOYED TOGETHER.
PROBLEM What is the problem?
Dream11 is failing to gain engagement from its Gen-Z users due to the lack of
Social Gaming Experience.
Gen-Z tend to lose interest in the platform after playing few games. This
is majorly due to the non-gregarious nature of the platform.
Gen-Z fancy a socially interactive gaming environment while currently
Dream11 serves a more individualistic experience.
Who are facing it the most?
Gen-Z between the age group of 18yrs to 24yrs are facing the issue, since
minimum age for fantasy gaming in India is 18 years.
Is this a real Problem?
1:1 interviews were conducted on 8 Dream-11 Gen-Z users, out of which 6 asserted
this issue. An online survey was run to gather more qualitative and quantitative
insights. 24 out of 32 participants feels current gaming experience on the platform
to be least interactive and boring thus failing to stick to the platform.
PROBLEM Why solve it now?
In spite being the oldest fantasy gaming platform in India, still just 35% of
68%
* Dream11 users belong to 18-24Yrs age group, where country's online gaming
average for this age group stands at 62%. Gen-Z's online gaming userbase
Preferred Social gaming volume is projected to increase by 10% every year.
platform than Solo
75%*Gen-Z users find Dream11 bland and dull. It is the matter of utmost
39%
* interest to gain Gen-Z's attention now, owing to the huge percentage of Gen-Z
userbase in online gaming, increasing competitors in Fantasy Gaming
New Gen-Z users drop-off Industry and exponential rise of the industry.
Why do we solve the Problem?
after a week
Solving this Problem will add both Business and Customer Value to the Product.
32%
Industry CAGR
Business Value: New Users
Revenue
User Trust
$4B
Expected Industry
Retention
Customer Value: Gaming Experience
Revenue by 2024 Platform Transparency fear
*From a survey with 32 Gen-Z participants across India.
POSSIBLE SOLUTIONS
Solution 1 Solution 2 Solution 3
Event Personalization Dream 11 Social Tournament Based Regular Events
A user can personalize an event for The Product will evolve Dream 11 into Organizing regular tournament
any match and can invite his friends sports specific social media-cum- based events in which user can
to participate along. This will fantasy gaming platform. invite his friend to compete with
privilege him to play only with his Each user will have an account similar them directly.
friends rather than competing with to any social media account. They can Clearing each stage of the
unknowns everytime. add friends and interact with them in tournament would unlock a
User can decide the entry fee of the form of texts, posts or via community Tournament Achievement Badge
event and no. of slots. Dream 11 pages. for the user that would be added to
algorithm will then generate Teams and organizations will have their reward section.
winning amounts rank-wise. their official Dream 11 Social pages. The product would attract Gen-Z
Users can follow their favorite team for its enhanced competitiveness
This solution could make a
closely and cheer them every game. and milestone basis reward
negative impact on business
Gen-Z love to socialize digitally and system
revenue as most users will prefer to
this product can potentially bring an Product could still suffer to
customise and play lower value
entirely new realm of engagement increase user engagement at
events and avoid participating on
into the platform. large scale due to lack catchy
Mega or higher value events.
features and uniqueness.
PRIORITISING THE SOLUTION:
RICE FRAMEWORK
Solution Reach Impact Confidence Efforts RICE
Type (1-3) (0-100%) (1-5) Score
Solution 1 70 1.5 75% 2 3938
Solution 2 100 2.5 80% 3.5 5714
Solution 3 50 1 80% 1.5 2667
RICE Score = Reach x Impact x Confidence
Effort
Solution 2 will make most impact on the Gen-Z users and has the highest RICE Score.
Digital and Social behaviours of Gen-Z also suggest their inclination towards social media platforms is very
high and they like socializing with their friends/peers on such platforms.
There is no such platform available in the country yet.
THE SOLUTION:
DREAM 11 SOCIAL
Dream 11 Social will add the missing social flavor to the existing bland fantasy gaming platform, making it India's first Social Fantasy
Gaming platform. User can login using Facebook, Twitter or via Phone Number and can find their friends from other platforms and
add them to My Squad on Dream11 Social. They can also sync their contacts to see their contacts present on the app. Users can follow
their favorite Team's /Organization's official pages and cheer them. Some of the top features from Dream 11 Social are:-
Feed Wall
TOP FEATURES Interact with Friends
Feed wall to see posts Sport Communities Chat with your friends
from your friends and Be a part of different from My Squad and have
pages you follow. Global Communities of long discussions about
Never miss any insight various sports. last night's Football
from your beloved Teams Find members from all game.
and see what your around the globe and Create Groups and listen
favorite players do on and make your presence felt every opinion on ,"How
off the field. by Community posts. Kohli will reach his next
Participate on Team Polls Have endless Messi vs century?"
to cheer your favorite Ronaldo debates with Tell your new friends
team before their game. your peers. about your fantasy
Follow Dream11 official Catch up the latest gaming experience and
page to get secret tips on trends from the world of help them make their
how to make a winning sports here. Winning Team.
team. Also, Dream11 will If a friend choose to keep
be posting winners of his winnings public, user
each event here. can see their earnings.
TOP FEATURES : See where your friends stand
and Flaunt your Win Post as you like
Compare your performance Upload your photos or
easily with your friend's in the videos into the platform.
event. Find them highlighted at Share them either in the
the top in Leaderboard. Feed, personally with your
Show your winnings among friends or in a group or
your Squad and Community post it in the Community
proudly with Flaunt Your Win Page.
feature. Create Polls take opinions
Create a Post and let your from the crowd.
emotions fly. You can tag your Add amazing filters to
friends and even customize your posts from Team
your post's visibility. Filter pack and show
Add a 30 Sec Video Shot to it support to your favorite
and show them how you team.
partied. Cheer every moment
Click here to see the working prototype together.
WHY DREAM 11 SOCIAL ?
Gen-Z love spending time on social media and Dream11 Social will be one of it's kind to help them socialize. With Dream 11
Social, sports geeks can find people in Community Pages, sharing similar thoughts and ideologies about their favorite
games, teams and players. Sometimes our closet of friends might not like the sport we do but we need someone to talk to,
about last night's nail-biting NBA match. Now you have an endless list of peers to have all those fancy conversations.
Dream11 Social would serve as an all time Sport Destination. Platform will cater to variety of content pages for Sports News,
Articles, Sport Journals, influencers etc. This will in turn help in building a solid sporting culture in the Country.
Getting social will also eliminate user's transparency and fairness doubts. They can now see each winner's account and
acknowledge their credibility. This ultimately helps the business.
Desirability Tracking
188
Landing Page Visits
1:52 min
Average Session Time
42
Left with Feedback
Link : Dream 11 Social landing page
40 39
Interested in Said product will
26
Will refer to
4.7/5
Average Product
Product improve their their friends Rating
Fantasy Gaming
Experience
Metrics for success Possible Pitfalls
Monthly New Signups : Number of new Gen-Z user
PROBLEM : Why would organizations or sports content
sign-ups per month will indicate product's popularity
creators come to Dream11 Social when there are several
among Gen-Z. other established Social Media channels available?
MAU : Monthly Active Users would help to know the
acquisition aspect of the product. MITIGATION :Alluring incentive schemes would attract
ATP/U/D : Average Time on Platform per User per Day. creators. Educating them about Dream 11 Social's huge
sport loving userbase and also, how this platform would
It will help to understand User Engagement on the
give creators and organizations a perfect stage to reach
platform.
the specific audience and fans respectively
Number of impressions : Impressions in form of likes
and comments on posts also help to track Engagement. PROBLEM : Fake User Accounts.
Average no. of Games per User : It will help to identify
user's fantasy gaming likability after the introduction MITIGATION : Accounts will be scrutinized by advanced
AIs and highly capable cyber security team deployed at
Dream11 Social.
the backend. Suspicious activities or increasing user spam
D7,D30 Retention : It tells no of users returning after 7 reports will lead to permanent ban from the platform.
days and 30 days respectively after logging in on Day 0to
check user Retention
Referrals per User : This metric helps to track user Trust.
