Dream11 Referral Program: Witnessed a Spike of 37% in Conversion Rate Using Referral Marketing

Dream11 is the world’s biggest fantasy sports platform, with more than 120 million users playing fantasy cricket, football, volleyball, kabaddi, basketball, hockey, handball, and baseball on this platform. 

An ingenious Indian brand, Dream11 enables Indian sports fans to engage with real-life sporting events actively and demonstrate their sports knowledge. Dream11 is the flagship brand of Dream Sports, one of India’s leading Sports Technology companies. 

Other brands under the Dream Sports umbrella involve FanCode, a premier digital sports destination that tailor-made content and commerce for all fans; Dream Capital, a CVC and M&A arm; DreamSetGo, a sports experiences platform; and Dream Pay, a payment gateway. Now, it’s time to see how the dream 11 referral program witnessed a spike of 37% in their conversion rate.

Challenges Before Dream11 Referral program.

Working in its home country of India, Dream11 acts as one of the fastest-growing markets for fantasy sports. The Dream11 team had to discover a way to launch and execute complex marketing campaigns effectively and at scale to better capitalize on this explosive growth.

With the app dispersed across various app stores, platforms, and channels, the Dream11 team required a platform to have all of its mobile acquisition data in one place. This would let Dream11 accurately attribute every app install and other data to individual web campaigns, allowing better campaign optimization. 

Ultimately, Dream11 is required to improve its user onboarding process, seamlessly sewing the different pre-install touchpoints into a smooth, contextual user journey.

Solution

Dream11 launched a referral program that could be attributed to new users. Referral system lets existing users invite friends through selected channels with generated deep links for easy sharing. 

The final segment of the Dream11 strategy was implementing a unique referral code, which enabled them to get precise attribution from their mobile landing page while calculating all key UTM parameters. 

With the Intuitive dashboard, Dream11 was able to connect app and web traffic and, at the same time – achieve better insights into the value and role of their mobile website.

Results

With the Intuitive dashboard to accurately attribute data from numerous platforms, app stores, and channels, the team reduced user acquisition overlap across various sources, saving on budget and spending. 

Moreover, the team could convert and attribute its website visitors (from any source) into mobile app users, enhancing their app install rates and app engagement. With the integration of the referral system, the Dream11 referral program got a spike of 37% in conversion rate from referrals than other paid media sources. 

On the registration front, the rate of users registering from referrals is now 28% higher as compared to other media sources. In contrast, the first deposit rate has gone beyond all other paid media sources.