Driving Fantasy Gaming Consideration in Bengaluru Through a Cricket-Focused Digital Campaign-A Media Ant Case Study

India’s fantasy gaming market becomes fiercely competitive during peak cricket season, with established platforms like Dream11 and My11Circle dominating user attention. A growing fantasy gaming platform aimed to drive consideration and website traffic among cricket enthusiasts ahead of marquee matches.

The brand executed a cricket-focused, CPC-led digital strategy, activating high-intent users across premium cricket content platforms. By aligning media delivery with match schedules and targeting users already engaged with live scores and cricket news, the campaign efficiently captured intent during moments of peak relevance in Bengaluru.

Key Results:

1. 🖱️ 8,485 estimated clicks from cricket enthusiasts
2. 👁️ 1.6M+ impressions across cricket-focused platforms
3. 🏏 High-quality traffic, measured via session depth and intent signals
4. ⏱️ Strong performance within a 10-day campaign window

The client is a fast-growing fantasy gaming platform designed for cricket fans who enjoy building teams, tracking live match performance, and engaging more deeply with the sport. Positioned as an emerging challenger brand, the platform focuses on intuitive gameplay, frequent contests, and mobile-first experiences.

Operating in a market dominated by large, well-funded players, the brand needed efficient visibility and meaningful consideration rather than broad, unfocused reach. Bengaluru—one of India’s most digitally active and cricket-passionate metros—was selected as the priority market for this high-intensity campaign.

How Do Fantasy Gaming Platforms Drive Consideration During Peak Cricket Season?

Limited Budget & Short Timeline

The campaign had to deliver results within a tight budget and a 10-day window, leaving little room for experimentation.

Intense Competitive Noise

Marquee cricket matches attract aggressive advertising from multiple fantasy platforms, making attention both expensive and scarce.

Highly Distracted Audience

Cricket fans are exposed to constant notifications, updates, and offers, reducing the effectiveness of generic digital placements.

Performance Accountability

As a consideration-focused campaign, success depended on driving quality traffic, not just impressions.

What Was at Stake?

Without efficient targeting and contextual relevance, the campaign risked high CPCs, low engagement, and wasted spend during a crucial sporting window.

Understanding the Fantasy Gaming User Journey

The campaign focused on digitally savvy cricket fans with high propensity to engage in fantasy sports:

1. Demographics:
2. Age: 20–50
3. Gender: Male & Female
4. Income: Middle to High
5. Psychographics:
6. Passionate cricket followers
7. Enjoy strategic gameplay and competition
8. Comfortable with online transactions and apps
9. Media Consumption Habits:
10. Frequent visitors to cricket news portals
11. Regularly track live scores and match stats
12. Mobile-first, high session frequency during matches
13. Decision Drivers:
14. Timing and relevance of ads
15. Platform credibility and ease of use
16. Match-specific engagement opportunities

This made cricket-centric digital platforms the most effective environment for driving consideration.

Strategic Framework: Cricket-Context Performance Model

Platform Selection Rationale

The campaign activated premium cricket platforms—Cricbuzz, ESPN Cricinfo, and FanCode—known for highly engaged cricket audiences.

Targeting Strategy

1. Age-based targeting (20–50)
2. City-level geo-targeting (Bengaluru)
3. Interest-based targeting (online gaming & fantasy sports)

Creative Strategy

1. Static and rich banner formats
2. Clear CTAs encouraging team creation
3. Contextual alignment with live matches

Optimization Approach

1. CPC buying model for performance control
2. Focus on high-traffic match days
3. Continuous monitoring of traffic quality

Why This Approach Worked

Instead of broad awareness, the strategy focused on intent-rich moments, ensuring every click had a higher likelihood of conversion.

Execution: Turning Strategy into Results

The campaign ran for 10 days, aligned with high-interest cricket events.

Platform-by-Platform Execution

Key Execution Elements

1. Banner ads deployed during India vs Sri Lanka and Caribbean Premier League matches
2. Increased exposure on match days
3. Strict CPC controls to maximize efficiency

8,485 Clicks Delivered in Just 10 Days

📊 KEY RESULTS AT A GLANCE

1. 8,485 estimated clicks
2. 1.6M+ impressions across platforms
3. High session duration, indicating quality traffic
4. Strong intent signals from cricket-focused users

Reach & Visibility

The campaign achieved substantial visibility among active cricket content consumers in Bengaluru.

Engagement

Clicks were driven primarily during live match windows, reinforcing the importance of contextual timing.

Conversion Signals

While the campaign focused on consideration, traffic quality metrics showed strong potential for downstream conversions.

Efficiency

The CPC-led model ensured spend efficiency within a sub-INR 5 lakh budget, delivering meaningful scale without waste.

This campaign succeeded by aligning user mindset, media context, and timing. Cricket fans actively consuming match content are already primed for fantasy engagement. By placing performance-driven ads in these environments and focusing on CPC efficiency, the brand maximized consideration despite budget and time constraints. The strategy proves that contextual relevance can outperform scale in competitive digital ecosystems.

Lessons from a Fantasy Gaming Consideration Campaign

1. Cricket context significantly improves ad relevance
2. Performance campaigns benefit from event-led planning
3. CPC buying offers control in competitive windows
4. Match-day traffic delivers higher intent
5. Platform selection matters more than sheer scale
6. Quality traffic is more valuable than raw clicks

1. Industry: Entertainment / Fantasy Gaming
2. Objective: Consideration
3. Duration: 10 Days
4. Geography: Bengaluru (Metro)
5. Budget Range: Under INR 5 Lakh
6. Primary Channel: Cricket-Focused Digital Media
7. Key Result: 8,485 Clicks Generated

Industry: Entertainment, IT Products & Services Objective: Consideration Media Vertical: Digital Budget: Under INR 5 Lakh Gender: Male, Female Age Group: 25-40 years, 40 years & Above Income Level: High, Mid Geography: Metros Campaign Duration: 1-2 weeks Media Platforms: Cricbuzz, ESPN Cricinfo, FanCode.