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GROWTH & RETENTION ANALYTICS

IPL Season Analytics

A four-season teardown (2023–2026) of acquisition, retention and marketing efficiency — turning a 26-KPI dashboard into targeting decisions.

26

KPIs tracked

per season

4

IPL seasons

compared

1.70x

Peak new-user

ROAS (2023)

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What We Built

A single season-over-season dashboard spanning the full player and revenue funnel.

Player base

Active and depositing users tracked across all four seasons.

Acquisition

New-user acquisition volume and cost per season.

Retention

Carry-over and repeat play between consecutive seasons.

Economics

Entry fees, payouts and bonus spend across the funnel.

Efficiency

ROAS measured on a new-user basis, season by season.

26 KPIs

Unified into one comparison view for fast read-outs.

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Marketing Efficiency Is Sliding

New-user ROAS has trended down across seasons — each acquisition rupee returns less than it did in 2023.

1.70x

Peak — IPL 2023

1.10x

Trough — IPL 2026

↓ 35%

Peak-to-2026 decline

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IPL26 Reactivation Post-Mortem

A $5-tier win-back promo revealed who actually comes back — and it isn't about bonus size.

79%

of $5-tier recipients

had been inactive for 2 years before the promo.

$7,452

net promo cost

spent across the reactivation campaign.

226

real-money depositors

reactivated as a result of the push.

Key insight

Lifetime play-event history predicted reactivation far better than the bonus amount offered — engagement depth beats incentive size.

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Recommendations

Spend less on broad win-backs; target the players whose history shows they'll return.

Floor on lifetime play events

Only target users with ≥ 50 lifetime play events — the strongest reactivation signal we found.

Floor on lifetime deposits

Layer a ≥ $500 lifetime-deposit threshold so spend concentrates on proven payers.

De-emphasize bonus size

Stop scaling offers by tier; bonus amount didn't drive return. Redirect that budget to qualified targets.

Defend ROAS season-over-season

Watch the new-user ROAS decline (1.70x → 1.10x) and tighten acquisition mix before the next IPL.