Dream11 CMO: Product takes priority as marketing spend stays muted

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As regulatory changes reshape India’s online gaming sector, Dream11 has pivoted to a free-to-play model and is recalibrating its strategy for growth. Chief Marketing Officer Vikrant Mudaliar said the company is prioritising product enhancements over heavy marketing outlays while it builds a sustainable sports-tech ecosystem.

Mudaliar explained that despite moving away from real-money gaming, user passion for cricket-driven contests remains strong. Dream11 continues to fund prizes and has streamlined its contests around cricket, supported by integrations such as live match streaming via Fancode. Its broader portfolio — including DreamSetGo, DreamCricket, and DreamMoney — is designed to create cross-promotional engagement.

Advertising, once absent from the platform, is being carefully introduced through brand collaborations. Partnerships with Swiggy, Tata, and Astrotalk reflect a strategy of contextual, seamless ads that complement rather than disrupt user experience. “Our philosophy is clear: few, but meaningful ads,” Mudaliar said.

While critics argue that ad models cannot match the scale of real-money gaming, Mudaliar insists sustainability will come from a diversified portfolio. “Ads and sponsorships are one piece of the puzzle,” he noted, adding that fintech and content offerings will supplement revenues.

On muted marketing spends, Mudaliar said Dream11 is pausing large-scale campaigns until its new proposition stabilises: “Until we fully implement the new model, aggressive advertising isn’t necessary. Once we see traction, marketing spends will follow.”

The shift underscores how India’s largest fantasy sports platform is reimagining itself as a broader sports-tech player — one where cricket fandom and innovative integrations outweigh dependence on cash winnings.