Redefining engagement with real-time Cricket Trivia
Methods
Research
Ideation Workshops
Low Fidelity
User Testing
Rapid Prototypes
Stakeholders
Product Managers
UX Researchers
Engineering Team
Insurance Partners
User Testing Team
Year
2020
Client
Times Internet
Service
Gameplay Design
Location
India
The Opportunity
Cricket in India: A Phenomenon
In the burgeoning fantasy sports industry in India, cricket holds a paramount position due to the sport's massive fan base. While there were several betting and fantasy sports applications available, there was a gap in the market for an app that offered an intuitive, engaging, and real-time betting experience integrated with live cricket matches. Competitor analysis revealed that most platforms focused on pre-match setups, leaving a niche for Cricplay to target live match interactions.
$8.5 billion
Size of the Cricket market in India
1.2 billion
The staggering size of fan base in India
600
No. of National/ International matches India plays yearly
20M
Viewers during sports seasons
Primary Research
India plays a LOT of cricket!
In the burgeoning fantasy sports industry in India, cricket holds a paramount position due to the sport's massive fan base. While there were several betting and fantasy sports applications available, there was a gap in the market for an app that offered an intuitive, engaging, and real-time betting experience integrated with live cricket matches. Competitor analysis revealed that most platforms focused on pre-match setups, leaving a niche for Cricplay to target live match interactions.
India has unofficial holidays and school closures during high-profile India-Pakistan clashes!!
And thus..
The fantasy cricket gaming BOOMS in India
The India Fantasy Sports Market size was estimated at USD 25.44 billion in 2022 and is expected to reach USD 28.98 billion in 2023 and is anticipated to reach around USD 72.06 billion by 2030, growing at a CAGR of roughly 13.9% between 2023 and 2030.
Basically, Fantasy cricket gaming is banking on a huge craze, and Cricplay by CricBuzz is at the forefront of it commanding Billions of visitors during game seasons.
Problem Statement
How can Cricplay deepen fan engagement with In-App Cricket Trivia & Rewards?
Introducing Project Cricplay Trivia! We're not talking about your average pub quiz. This is real-time cricket trivia seamlessly integrated within the Cricplay app you already love. Test your knowledge, ignite your passion, and win epic rewards – all while the live match unfolds. Cricplay Trivia leverages the thrill of competition, the energy of live matches, and the power of your cricket expertise to create an unparalleled, immersive experience.
The objective was to launch a cricket betting game within Cricplay's existing fantasy cricket platform, aiming to increase user engagement and retention by allowing users to bet on live cricket match outcomes.
The Gameplay
Information Architecture
Introducing Project Cricplay Trivia! We're not talking about your average pub quiz. This is real-time cricket trivia seamlessly integrated within the Cricplay app you already love. Test your knowledge, ignite your passion, and win epic rewards – all while the live match unfolds. Cricplay Trivia leverages the thrill of competition, the energy of live matches, and the power of your cricket expertise to create an unparalleled, immersive experience.
The objective was to launch a cricket betting game within Cricplay's existing fantasy cricket platform, aiming to increase user engagement and retention by allowing users to bet on live cricket match outcomes.
The Gameplay
How Cricplay Works
Imagine this:
You're glued to your phone, watching a nail-biting Ireland vs Bangladesh match. Suddenly, a notification pops up on your Cricplay app.
It's a trivia question!
Bid on an answer, and let the game unfold!!
Talking about unfolding,
This is how it works
Answer live match questions, wager coins, and climb the leaderboard. The more you know, the more you win!
Step 1
Real-Time, In-Match Challenge
Cricplay delivers live, match-specific multiple-choice questions to test users' cricket insight on the spot.
Step 2
Knowledge-Based Wagers
Users bet virtual "coins" on predictions, with higher risks leading to greater rewards.
Step 3
Dynamic Coin Rewards
Questions feature bid multipliers, balancing the odds and participation to influence potential winnings, adding a strategic layer to betting.
Step 4
Live Leaderboard & Social Bragging Rights
Users compete on a live leaderboard, showcasing their cricket knowledge and achievements among peers.
The Game
Understanding the phases of the game
Some fun stuff
Trivia questions by category
The Currency
You need a CURRENCY to place Bids, don't ya? 💰
Well, to play the game and place bids you need currency. Our currency is GOLD....virtual gold coins to be precise. It's absolute value depends on how much of it you purchase in a single go. The more you get, the cheaper it costs and the more you can play.
One does not simply reach the conclusion that it's gotta be gold though!.... Have a look at the evolution of the currency below!
We also have a store
And of course, to buy gold, you'd need a STORE...
Well, here's the store to get the job done.
Enlisting the main elements for the store page:
SKUs with options for different denominators
Featured/Grand SKUs
CTA to Purchase the SKUs
Deals/Discounts/Sales
Current balance view
CTA for alternate offers/Limited time offers
Research
References and competition analysis
Finally, this is how the Store page turned out!
Performance Indicators
Key Learnings
Cashback over Credits
We learnt that even the frequent fliers were deeply interested in cash-back over credits of any kind. they'd rather have their money in their hand, even though the credits could have been more value for money and hassle-free.
Users won’t pay more than 20%
As a matter of fact, we saw that user interest started declining substantially over the 17% premium mark and pretty much disappeared around the 20% premium mark on top of the base ticket price approached.
Future-proofing
COVID was a phase, and once it's gone, it might never return. We learnt that building the product so that it could merge seamlessly with the insurance product in the future without causing substantial user confusion was a great move.
The Future
Questions to answer in future
The CFAR product was later merged into the Expedia Insurance Offering. In case CFAR becomes an independent product sometime in future, the following questions would need to be answered:
Ancillary Coverage
Does the product cover additional charges like paid seats and bags, or just the base fare?
Flight Upgrades
If a user upgrades after booking and then cancels, will the product reimburse the upgrade cost?
Airline Credit vs. Cash Refunds
How does the product handle airlines offering credit instead of cash for cancellations to avoid double compensation?
Travel Season Pricing
Should the product consider peak seasons and holidays when determining pricing?
