Marketing Research On Live Scoring Apps in India (Sofascore)

Marketing Research on live scoring apps in India (Sofascore)
This survey was conducted from a local perspective which highlights the popularity of live score
and sofascore apps and it doesn't highlight sports betting as it not legalized by the Government
of India.
Here in the above graph: 1 indicates low popularity & 5 indicates high popularity .
Sports betting is illegal in india officially by the Government of India but still people bet illegally
on sports betting site and in events like IPL , and many more leagues , the money earned by
this type of income is still taxable and can be converted to white money
(Betting market in India Rs. 300,000 crores Possible rate of tax 20% of the profits
Possible revenue to the Government Rs. 12,000 crores to 19,000 crores Source: KPMG
Report on “Online Gaming: A Gamble or a Sure Bet”)
Source - file:///D:/report-betting-conference%20(1).pdf
Though Sports betting is banned but there is a rise in the fantasy sports gaming but still they are
banned in this states ( Assam, Andhra Pradesh, Odisha, Telangana, Tamil Nadu,
Nagaland and Sikkim)
Dream11, MyTeam11, My11Circle, Howzat, Halaplay, 11Wicket, MyFab11, MPL Fantasy Cricket
and Ballebaazi are a portion of the major parts in the jam-packed dream sports classification in
India. In India, a FICCI-EY report said the web based gaming portion was worth Rs 6,500 crore
in 2019 and is scheduled to touch Rs 18,700 crore in 2022. Apps like SofaScore are an
important aspect for a fantasy gamer which helps to regulate the teams & Player data.
Following are the changes that Sofascore needs in cricket field

In the field of cricket, there is a lot of room for improvement for sofascore. Cricket is the most
loved sport in India. There are few apps which are quite famous in India, the names of top 2
are:-
● Cricbuzz
● Espn CricInfo
Few features of the above mentioned apps which are not present in sofascore which plays a
major role in attracting users are as follows :-
● Live commentary of the matches.
● Preview of the match before it begins( like injury updates, previous records of players or
the matches at that stadium, pitch report, probable 11 and many more). These kinds of
things attract users and give them insights even before the match begins.
● Articles and interviews regarding a player or a big match that has been played or will be
played
● The scorecard feature is also more insightful in the above mentioned apps where we can
also find the score with the wickets fallen. In sofascore, the score looks like a football
scorecard and does not resemble to one with a cricket scorecard. Here the comparison
of cricket scorecard is made with the one which is maintained at cricket stadium and not
by the above mentioned apps.
● Covering all international and domestic women's matches.
● The lineups features is not much insightful because it does not show the batting order of
the team. Just like in football it is important to know both player and his/her position in
the field, it is also important to know the player and his/her batting order in the team.
● For a series/tournament which is covered all the stats of that series/tournament is also
maintained. For example features like
○ Most runs scored
○ Most wickets taken
○ Most 4’s scored
○ Most 6’s scored
○ Best economy
And so many more. These features gives more data about players and their
form which makes following a series/tournament fun.
“Follow up” about players and their performance history like:
○ Personal information including his born date , birth place ,role as a batsman and
bowler
○ In Case of a batsman , career stats in Odi , Test , t20 the following must be
included - ( matches , innings ,runs ,balls ,highest runs,average runs ,strike
rate,not out , ducks , 50s , 100s )
○ In Case of a bowler , career stats Odi , Test , t20 the following must be included -
(matches , innings ,runs ,balls , maidens , wickets , average , economy , 4
wickets , 5 wickets , 10 wickets)
○ There must be a section showing the debut and last played match of a player
○ ICC ranking of a player and all other domestic and international leagues of a
player
This things make a app more interesting and target more audience towards it
Popular game in India but missing in SofaScore
Sofascore is an app which covers a variety of sports played all over the world. However,
there is a sport named “Kabaddi'' which is missing on your platform and quite popular in India.
PKL is the only non-cricketing property in India encashed by advertisers. In terms of reach,
ratings, and cost-efficiency, it's nothing less than IPL. It runs for around 90 days with
approximately 137 matches in total. It is a high action packed game with a lot of adrenaline rush
and excitement. One of the reasons for it’s exponential growth over the years is it’s short
format. It is a 40 mins game with two halves each of 20 minutes. Here are the various aspects
about PKL and Kabbadi which will further strengthen the point.
Inception
The Pro Kabaddi League was started by Mashal Sports Pvt. Ltd and Star India Pvt. Ltd in 2014.
The PKL uses a franchise-based model just like IPL, the league began with eight teams.
Viewership
Star India had announced that the cumulative growth in viewership of the PKL has risen rapidly
at a rate of 51% throughout its first 4 seasons. Season 5 recorded even better viewership
statistics with an astounding 50 million viewers tuning in on the first day. The increasing
popularity of the sport has compelled Star Sports to telecast the league in Kannada, Telugu, and
Tamil also
Monetary Growth
Star India was able to generate a profit of 45 crores in Season 2 of PKL, a figure that shot up to
Rs 200 crore by the end of Season 6.
Sponsorship
While the inaugural season witnessed no major sponsors, by the time Season 6 rolled out, there
were over 70 brands associated with the league and the franchises. In season 5, for the first
time in PKL, the league had a title sponsor with the rights being acquired by Vivo for almost
₹300 crores. This was the second-highest sponsorship deal in India after the IPL title
sponsorship. Apart from Vivo, the channel has roped in Tata Motors and Dream 11 as this year's
associate sponsor.
Sponsorship can also be extended to franchises participating in the PKL. This can be
considered as the best entry point in PKL for new medium range investors.
Ad Revenue
The ad rate for a 10-second slot during matches was estimated to be around Rs 1.5- 2 lakhs for
the sixth season. Star Sports sold almost all the ad inventory last year and earned somewhere
around a range of 200-250 crores.
Source - https://www.startv.com/our-stories/game-on-india/
Marketing strategies to gain new users in India
The creation of a mobile solution requires significant investment. So, what is the very successful
formula for raising income and engaging thousands and millions of users? Take a look:
The product must comply with the needs and preferences of the target audience.
In India, Fantasy Sports is on the rise. In the last decade, there is an exponential growth in
users of fantasy applications as compared to betting in India. Companies like Dream11,
Myteam11 and MPL are the giants of fantasy sports in India right now. These applications cover
a range of sports, most of which is covered by Sofascore. Collaborating with them and
becoming their official score provider will help sofascore to firmly set their foot in Indian market.
It will be like using the audience base of these applications directly instead of creating from
scratch. Apart from these we can add some value to users, which is missed in applications of
your competitors. We can constantly monitor user feedback and make improvements
accordingly.
We can also think about mobile app marketing from the very project development and launch a
mobile application marketing strategy to attract numerous users.
We all know the importance of advertising that reaches us across all channels possible:
websites, social networks, TV, magazines, etc. However, how to market a mobile application,
attract the target audience and generate revenue?
● Increase presence in social networks to market a mobile app

● To attract new users in India by collaborating with fantasy sports apps will be a
powerful move to make your presence in India
● Free Streaming of live matches
● Make yourself known in the Indian media and
● Create a prototype and engage users to test it
● Plan App Store/ Play Store Optimization
● Optimize Your Mobile App Marketing Channels
● Advertise, Measure and Repeat to reach the recommended section

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Marketing Research on live scoring apps in India (Sofascore)

Following are the changes that Sofascore needs in cricket field

“Follow up” about players and their performance history like:

Popular game in India but missing in SofaScore

Marketing strategies to gain new users in India

● Increase presence in social networks to market a mobile app

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