Featuring renowned celebrities, brand new features & big prize money, fantasy gaming platforms are geared up to fight it out with each other during the ongoing Indian Premier League (IPL) 2021 edition, which commenced on Friday.

Aiming to grow their user base, retain existing users & scale up their market share, a large number of campaigns featuring well-known celebrities and cricketers have been launched by established as well as new fantasy platforms.

As per media buyers estimates, fantasy platforms are foreseen to spend over Rs 200 crore in advertising to maintain top-of-mind recall of viewers across Star India’s television network & OTT video streaming platform Disney + Hotstar

“We have prepared an elaborate brand marketing and engagement plan with a slew of promotional videos and content that we would be streaming across social media, OTT, and entertainment platforms. We are expecting that over 20 million new gaming enthusiasts will start playing fantasy cricket on our platform in the next two months,” said Sudhanshu Gupta, COO of Paytm First Games.

All India Gaming Federation CEO Roland Landers stated that an estimated 50 million gamers engaged on various fantasy platforms during IPL 2020, generating a turnover of approximately ₹20,000 million which is expected to go up during IPL 2021.

“Online gaming companies including fantasy sports platforms are eagerly looking forward to leveraging IPL 2021 while anticipating a healthy double-digit growth. As more platforms come in the gaming fray, the competition and race to acquire users will increase,” he added.