Pro Kabaddi League Season 10

Best Use of Mobile - Customer Engagement

Index

1. Introduction: Pro Kabaddi Official App

2. Fan Retention & Engagement strategy

3. PKL Unplugged

4. Fan’s Choice

5. Live Match Centre

6. Panga Hunt

7. PKL Fan Wars

8. Conclusion

INTRODUCTION: PRO KABADDI OFFICIAL APP

• The Pro Kabaddi Official mobile application is your one-stop shop for all PKL enthusiasts. It doesn't just improve engagement for all Kabaddi fans, but also boosts accessibility, and your overall Pro Kabaddi League experience.

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• Through it, fans can connect with the sport, stay informed about the latest news and matches, while actively participating in the Kabaddi community to contribute to the league's success and popularity.

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• The strategy of pushing out content that carries in-depth information about the sport and the players, that can be viewed or watched on the go on a smartphone has worked well.

PRO KABADDI APP: SEASON 10 PERFORMANCE

1.1M

115M

1.67M

0:34:33

4:26:05

805.4K

Users

Screenviews

Video Views

Avg Session Duration

Avg Engagement time

App Downloads

Date range = 2nd Dec to 1st March

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• Through our various strategic initiatives driving users to the official Pro Kabaddi app, we were able to surpass 1.1M users during the course of the season.

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• Gained more than 800K app downloads during the 3-month period is testament to our consistent efforts focussed on mobile first content consumption.

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• Avg. engagement time of close to 4.5 hours for every active user in these 3 months goes to show that we didn’t just get the users on the app, but we made them stay & engage with it in multiple ways.

FAN RETENTION & ENGAGEMENT STRATEGY

PKL UNPLUGGED

• PKL Unplugged is a video property exclusive for website & app comprising of fun, candid moments of PKL stars beyond the mat.

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• Making it more illusive, we got our fans to register/login on the website to access this-content that helped us knowing how the users are interacting with the app and consuming content. Hence, strategically optimize our strategy for a better and more personalized user experience.

208K

Pageviews

129K

Users

18.62K

Logins

183.9K

Video views

Date range = 2nd Dec to 1st March

FAN’S CHOICE

415K

Pageviews

130.2K

Users

00:01:48

Avg. Engagement Time

32.4K

Votes

• Allowing fans to vote for their favorite player after each leg increased excitement and anticipation among the fans to know the results.

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• Also, in the latter half of the league, we introduced Fan's Choice in video format rather than static player images. So, fans could now watch the videos first and then vote for their favorite player.

Date range = 2nd Dec to 1st March

FAN’S CHOICE SOCIAL AMPLIFICATION

IG Video Views : 594.7K

IG Interactions : 38.5K

Date range = 2nd Dec to 1st March

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• Total interactions = 544.2K
• Total Video Views = 2.7M

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• Fans were allowed to vote for the best players after each leg of the tour.

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• This not only redirected the audience to the website and app but also contributed significantly to overall social media engagement.

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LIVE MATCH CENTRE

26.1M

Screenviews

0.69M

Users

95.9%

Engagement Rate

01:20:00

Avg. Engagement Time

• Our LIVE Match Centre on the website & app was a play-by-play interpretation of the match. It included heat-maps showing raider movement, in-match polls, LIVE commentary, and a Social Wall which showcased LIVE posting across our social media channels.

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• This was an exclusive primary source of all statistical and real-time events occurring during the match.

Date range = 2nd Dec to 1st March

PANGA HUNT

• Pro Kabaddi League (PKL) hosted an innovative mobile-led activation called ‘Panga Hunt’ to enhance fan engagement and interaction.

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• This activation involved users searching for hidden tickets within the app on a daily basis.
• Each user could collect a maximum of one ticket per day by tapping and claiming them.
• Top 3 users with the most tickets claimed across two months would win a lifetime experience of an all-expense-paid trip to the PKL Season 10 final in Hyderabad along with signed jerseys, meet and greet with the finalist captains, and many more unique experiences.

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• This was strategically designed to leverage the league's mobile app while utilizing social media platforms for promotion.

47K

Total No. of Registrations

17K

Tickets Claimed

226K

App Downloads

(Android + iOS)

04:26:05

Avg. Engagement Time

Date range : 24^th Dec’23 to 15^th Feb’24

PANGA HUNT SOCIAL AMPLIFICATION

• We kicked off the Panga Hunt promotions on social with an explainer video and then went on to further amplify it through engagement posts, memes, leaderboards to encourage competitiveness, and tied it all together with the winners announcement.

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• We observed 648% more video views and 270% more interactions on Panga Hunt specific posts compared to Season 9 Panga Hunt posts.

Date range : 24^th Dec’23 to 15^th Feb’24

PKL FAN WARS

27.2K

Pageviews

11.2K

Users

• Leading up to the Playoffs, fans were prompted to show their support by voting for the teams competing on that specific day. The results were shown in real time and visually it looked like a heatmap on the mat.

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• We received a total of 104.3K votes between 24th Feb and 1st Mar, 2024.

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• PLK Fan War Finals received the highest number 47.5K of votes.

00:01:27

Avg. Engagement Time

Date range = Feb 24 - Mar 1

FAN WARS SOCIAL AMPLIFICATION

IG Interaction : 27.2K

IG Interaction : 20.0K

Date range = Feb 24 - Mar 1

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• Total interactions = 219.9K

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• Similar to Social war, for playoffs and Final a different segment specifically for web & app was added in order to increase the web traffic through Fan War and giving fans the experience of live voting.

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• Social amplification for the same was planned in order to create awareness and drive audience to our website.

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• Avg. interactions per post for Fan Wars amplification was 5.4K which is almost on par with the overall average of 5.9K

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CONCLUSION

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3

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Strategic Integration Into the PKL App

Through strategic integration into the PKL app and robust social media promotion, we could successfully boost fan engagement & retention, and increase app usage while creating excitement around Season 10.

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Commitment to

Innovation

These activations exemplified PKL's commitment to innovation and fan-centric initiatives, setting a benchmark for interactive experiences in sports entertainment.

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User Experience

Through challenges, quizzes, and interactive polls, we've transformed the viewing experience into an immersive journey, turning passive viewers into active participants, resulting in 805.4K + app downloads and 1.1M users through the season.

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One-Stop Shop

By offering a combination of comprehensive coverage, exclusive content, interactive features, integrated services, real-time updates, and community engagement, the PKL app has established itself as the go-to destination for all things kabaddi and PKL, catering to the diverse needs and preferences of fans all over the world.

THANK YOU