Understanding Social Gameplay gaps through user persona

Let’s understand some of the gaps in the current social gameplay offering through user’s lens. Since our aim is to improve retention only those users are considered who have already explored the dream 11 platform and are aware of the fantasy sport gameplay. The Dream 11 users are categorized as per following behavioral:

For simplicity I’ve assumed 70% of current users fall into the below user persona. This can be tweaked based on actual calculation from user behavior data.

🧭 Evasive Explorers (churned users~30% users): These users initially showed interest in the platform and played a few times but eventually churned. They may have lost interest in fantasy sports or switched to competing platforms. Their churning could be result of:

Pain point 1: Difficulty in finding friends or like-minded users to connect and compete with.

Pain point 2: Perceived lack of excitement and variation in the fantasy sports contests, with excessive focus on winning and making money instead of providing a fun experience and opportunities to learn and share about the sport.

Pain point 3: Inability to win contests due to lack of knowledge, resulting in financial losses due to insufficient knowledge about the sports and players.

📅 Occasional Stalwarts (Low frequency users~20% users): These users are loyal to Dream 11 but play infrequently, usually once or twice a month or once a week during peak season. Their interest in fantasy sports may because of their peer groups. Since their peer group uses Dream 11, they are the accidental loyalist of the platform.

Pain Point 1: Limited understanding of new rules and tactics of fantasy sports, hindering their ability to conduct research on individual players and optimize their Dream 11 team for better performance.

Pain Point 2: Lack of interest in playing against random users, preferring more personalised contest experiences.

Pain Point 3: Difficulty in quickly accessing strategy and tactics to create the most optimized team

Pain Point 4: Over-reliance on peer groups for participation, lacking independent engagement on the platform

🌕 Seasonal Enthusiasts (Marquee events participants~10% users): These users become highly active and engaged during premier sporting events such as IPL, EPL, World Cups, or team India games. They are primarily motivated by the excitement and significance of these major events and hence more inclined to use Dream 11 as their preferred platform during the gaming season.

Pain Point 1: Desire for a more team-oriented gameplay experience rather than an individualistic focus.

Pain Point 2: Lack of interesting gameplay and limited engagement through friendly banter with competitive teams, resulting in a one-sided experience.

Pain Point 3: As sports enthusiasts, they would like to follow their teams even during non-marquee tournaments, but the lack of hype on Dream 11 for such events demotivates their participation.

🎮Fantasy Fanatics (High Frequency users~10% users): These users are avid participants in fantasy sports, playing 4-5 times a week. They possess a strong understanding of the fantasy sports ecosystem and often utilize multiple platforms for the same matches. Their choice of platform may vary based on winning potential and the overall enjoyment they derive from these games. They have confidence in their playing. They prefer Head to Head and small team contests. So that they can win a big amount. They are the most active users. Check Dream11 app 5–6 times a day. They play both private and public contests. Create at least 2–3 teams per match.

Pain Point 1: Same overall experience across all the fantasy sports platform. There is nothing new, They must be having ideas on how to make the contest more interesting however there is not platform where they can share their ideas

Pain Point 2: They want to show off their earning and skill scores to the other users

Pain Point 3: They are looking for more competition, they want to try out their skills against the Gurus. However there is no easy way to connect with them.

Pain Point 4: Follow multiple influencers across different channels to conduct research on creating winning team

Based on the pain points of the above user group following gaps have been identified in Social gameplay offering of Dream 11 :

Lack of Social Engagement: All these user persona desire more social interaction and engagement. The platform should provide ways for users to connect with like-minded individuals, compete with friends, and engage in friendly banter with their competitive teams. Enhanced social features and community-building avenues are needed.

Limited Variation: Evasive Explorers, Seasonal Enthusiasts & Fantasy fanatics seek more diverse and engaging gameplay experiences. The platform should move beyond a focus solely on winning and making money, incorporating fun contests, learning opportunities, and a more enjoyable overall experience. Introducing new contest formats, educational resources, and promoting variety can address this gap

Lack of In-Platform Information and Insights: Users have to rely on external sources such as YouTube channels and Telegram groups to access tips, tactics, and team-related information. This indicates a gap in the Dream 11 platform where users are forced to go outside the platform to gain insights about their team. Providing comprehensive in-platform information, expert analysis, and tactics would enhance the user experience and make Dream 11 a one-stop destination for all their fantasy sports needs.

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