Transforming IPL brand engagement through gamification and rewards

With over 60 crore viewers, IPL fans are focused on the game, not the ads. While they may remember the logo, they often fail to form a personal connection with the brand. Traditional IPL sponsorships, which involve hefty financial commitments for things like jerseys and perimeter ads, often fail to deliver clear returns on engagement. Once the match ends, so does the relevance of many traditional sponsorships. Fans move on, and without an ongoing experience, your brand quickly fades from their minds.

How can you drive two-way engagement? Fans crave more than passive visibility—they prefer interaction, personalisation, and rewards. Imagine this: a fan predicts the match winner and wins exclusive access to a live cricketer meet-and-greet or a discount on an OTT subscription. The thrill of the game meets real-time rewards, driving deeper connections with fans.

According to a 2023 Nielsen report, over 50% of IPL viewers engage with fantasy platforms, highlighting the shift towards interactive fan experiences. So, how do you truly connect with this audience and drive two-way engagement?

The answer lies in reward tech. As consumer expectations shift toward more interactive rewarding experiences, the opportunities for brands to create meaningful connections have never been greater, turning IPL sponsorships into real, measurable results.

Extending IPL buzz beyond tournaments

IPL fans—especially the millennial and Gen Z audience—are moving towards interactive experiences. A recent Deloitte report found that 75% of millennial consumers prefer personalised brand experiences. This is not just a trend—it’s a shift in how brands need to connect with their audience.

So, how can brands create these deeper connections? Through gamification, interactive predictions, or rewards-driven campaigns, you could build a two-way conversation that keeps fans engaged well beyond just viewing your logo. This goes beyond visibility. It is about creating meaningful engagement with measurable outcomes. Let’s examine a few IPL marketing strategies, apart from logo branding, that may spell success.

• Capitalising on the ‘moment economy’

Today’s IPL fans are digital-first, making gamification crucial for lasting engagement. By integrating fantasy leagues, prediction games, and interactive quizzes, brands can keep fans hooked. In IPL 2023, Dream11 saw more than 50% of viewers engaging with fantasy platforms. Brands can also leverage AR/VR experiences, like scanning a player’s jersey for exclusive content or virtual rewards, creating deeper immersion and fan interaction.

Ultimately, gamification surpasses the engagement objectives—it creates a lasting bond with fans, ensuring your brand stays front and center long after the final whistle.

• Maximising recall through personalisation

Imagine offering IPL-themed rewards, such as match tickets or meet-and-greets, tied to real-time moments like a six or a wicket. This taps into fans’ emotions, keeping them engaged, and incentivises action. Data-driven tech helps brands track and reward these actions instantly—whether it’s a purchase, social media interaction, or participation in a game. PwC found that personalised rewards boost customer retention by 74%, driving higher conversions.

Real-time rewards turn fan engagement into repeat transactions, driving immediate sales conversions. This boosts ROI and ensures continued brand engagement throughout the IPL season.

• Integrating buying with engagement

Sponsorships often fail to translate into sales unless fans are incentivised to take action. Generally, viewers spend actively during IPL matches—whether ordering food, buying beverages, or shopping online.

Brands can convert viewership into transactions with match-time exclusive rewards, cashback offers, and instant redemptions. Picture an e-commerce platform offering ‘Super Over Savings’ (discounts) during nail-biting moments, seamlessly integrating purchase behaviour with fan engagement.

• Driving store footfalls and purchases

IPL excitement does not have to be limited to the screen—it can be brought to retail stores, bars, and stadium activations. Brands can create QR-based engagement experiences, match-time discounts, and exclusive merchandise drops to drive foot traffic and impulse purchases.

Phygital activations (physical + digital) allow brands to merge online engagement with offline experiences. Picture a sports apparel store offering in-store IPL screenings, where fans scan a QR code for instant discounts on team merchandise.

• Turning relationships into loyalty

A successful IPL campaign blends precision, flexibility, and real-time engagement. Tracking fan interactions—from sales to social media—lets brands optimise campaigns instantly, boosting loyalty and awareness. Post-match, offering exclusive content, loyalty points, or special offers keeps the brand alive, encouraging continued engagement and driving long-term fan relationships beyond the game. Ultimately, a successful IPL campaign isn’t solely about short-term wins. It is about creating ongoing, meaningful engagement that brings brand loyalty.

Are you ready for IPL 2025?

As IPL 2025 approaches, brands are moving away from passive visibility and embracing active engagement. The future of IPL marketing goes beyond slapping a logo on a jersey or running a 30-second ad. It’s about delivering the right rewards, leveraging cutting-edge technology, and crafting thoughtful campaigns that truly resonate with fans.

Understanding that IPL fans are no longer just viewers but active participants is key. By focusing on personalised, interactive experiences, brands can build stronger connections and drive long-term loyalty, making every moment of the IPL season count.

— Vikas Shah, co-founder, BigCity Promotions.