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Even in its last legs, the Indian Premier League continues to garner advertiser interest.Advertising on television during the first 48 matches of the Indian Premier League has surged by 15 percent compared to the same period last season. This growth is fuelled by a significant increase in both advertiser and category participation.



According to latest TAM data, There has been a 40 percent search in the number of categories that advertised in IPL this year and close to 33 percent increase in advertisers. 



A total of 32 new categories and 101 new brand advertised in the first 48 matches of IPL 2024.
Just like the last season, ecom- gaming continues to dominate the top categories on television. The top five categories this season after ecom-gaming are range of food products, pan masala, perfume/deodorant and air-conditioners. Together the top five categories present in this years‘s IPL covered 46 percent share of ad volume.



Moving on to advertisers Parle Products, Sporta Technologies, Vishnu Packaging, Vini products and Playgames 24*7 topped the charts.



<a href="https://www.storyboard18.com/brand-makers/ipl-2024-pan-masala-brands-spend-rs350-cr-grab-10-percent-advertising-volume-with-mouth-freshener-ads-30263.htm">Also read: IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads</a>


Exclusive brands on Hindi+ English language channels this season are Fogg Master, Dabur Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and the Espncricinfo App.

IPL 17 ads on TV up 15 percent as new categories and brands join the game

India's booming CTV market coupled with IPL is a magnet for viewers, broadcasters, and advertisers alike. CTV reaches audiences who are no longer watching traditional cable or may never do so, making it a vital medium to connect with viewers shifting towards digital platforms. As per a Dentsu consumer study, CTV viewers have a higher engagement level with 2.2x engagement level compared to 1.4x on offline media like QR scan, coupon redemption or installs. 

Sharing his views on the digital versus TV debate, Rahul Talwar, Chief Marketing Officer, Max Life Insurance says, “Between linear TV and connected TV,  CTV would be one of those pivotal frontiers for advertisers today. We know that all traditional or newer choices of media and their outcomes are reflected on measurability. At the end of the day, a marketer is also now responsible for driving revenue."

Talwar adds, “CTV is that it not only offers a larger screen to consume content and for brands to be present in, it’s also one of those pieces where we have realized that if the viewer wants to have control in his or her hand, it allows you to have that versus say a set content that would have been available in the past. And for life insurance, which is a family conversation, we believe that CTV would be definitely playing a role. 

On the transition from linear TV to CTV, Talwar believes that there is still much more distance to cover and to reach that stage, as there is a great degree of efficiency that gets driven by linear TV. “But I equally believe that going forward, there would always be a role for a specific objective that would be fulfilled by CTV being in the media, mix in that sense."

IPL is a play that allows interactions with the viewer or with the end user in many ways. Talwar says, "At  Max Life, we have very strategically aligned ourselves with cricket for two reasons; one, because we fundamentally believe that if GenZs and millennials are two important cohorts for Max Life Insurance or life insurance in general, then to be able to leverage IPL in some shape and form is important."

IPL brings about this entire manifestation of real-life heroes, and Max Life is all about trying "to ensure that we celebrate these real life heroes or in traditional ways as we call them the breadwinners," he adds. 

"If you were to look at a last three year trend, we have always been floating around with IPL, with our strategic partnerships earlier with team Royal Challengers Bangalore, more recently with Mumbai Indians, and we have ensured that we are in a very smart way present in and around IPL to be able to ensure that we are looking at our brand mind measures moving up."

This is despite the fact that IPL as a property or as an engagement touchpoint would come in those parts of the year which are typically not that high on seasonality for this category, unlike a beverage category which would witness a peak season in the months of April and May. Life insurance tends to pick up beyond May, but despite that IPL can play an universal role. 

Max Life has also embraced the Diversity and Inclusion conversation by leveraging Women's Premier League by extending partnerships with the Mumbai Indians women’s team.    

CTV is a pivotal frontier for advertisers today: Max Life Insurance's CMO Rahul Talwar

During IPL 17, Sports Personalities claimed the larger portion of brand endorsements, representing 50 percent of ad volumes, with Actors from the film industry following closely behind at 36 percent Profession, as per TAM.

In the analysis of the initial 37 Matches, Amir Khan reigned supreme in IPL 16, whereas Shahrukh Khan ascended to the zenith in IPL 17

During IPL 17, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.

Among all professions, Sports Person led in brands’ endorsement with 50 percent share of ad volumes, followed by Film Actor with 36 percent share during IPL 17.

When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41% respectively during IPL 17.

Shahrukh Khan was on top with 12 percent share of ad volumes during first 37 Matches of IPL 17. Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons' overall celebrity list. Among the Top 5, Hardik Pandya was common Sports Celebrity on both IPL 17 and IPL 16.

Top 5 categories including Ecom-Gaming, Pan Masala, Aerated Soft Drink, Face Wash and Paints, and advertisers such as Sporta Technologies, Vishnu Packaging
K P Pan Foods, Playgames 24*7 and  Coca Cola India accounted more than 75 percent and 65 percent ad volumes share of Celebrity endorsed ads in IPL 17.

23 percent degrowth in ad volumes of celebrity ads in IPL 2024: Report

What is common between Shah Rukh Khan, Ajay Devgan, Sunil Gavaskar, and Virender Sehwag? While some are team owners or cricket legends, their other connection to the league lies in being brand ambassadors for Pan Masala companies. Pan Masala is one of the top five categories in the ad volumes’ list on IPL(Indian Premier League) this year. The category has also reportedly shelled out a whopping Rs 350 crore for IPL 2024 ad placements.



According to media buying experts, Rs 250 crore out of this ad budget has been spent on television advertising alone.



As per latest numbers released by TAM, Pan Masala brands accounted for 10 percent of total ad volume in the first 39 matches of IPL 2024, played between March 22nd and April 23rd. In fact, it is one of the only two categories common between IPL 2023 and IPL 2024. 



Why does IPL work for Pan Masala brands?



Like any other brand, Pan Masala brands also have their eyes on the massive reach of IPL on television and digital.


According to Vaibhav Choudhari, Vice President, West, Carat India, despite the seemingly irrelevant connection, Pan Masala brands see IPL as a strategic investment for reaching their target audience. 



“The high cost is justified by the massive reach, particularly among male audiences and in smaller towns where their consumption is higher. By constantly being in viewers' faces with celebrity endorsements during this near-religious sporting event, they aim to build top of mind brand awareness and capture new customers in a category known for user loyalty (addiction),” he said.



“This strategy mirrors past battles for market share in deodorant, telecom and e-commerce categories where brands fought for top-of-mind space to influence buying decisions,” he added. 



Brands in the category also topped the leading advertiser list in terms of ad volume. Vishnu Packaging (Vimal Elaichi Pan Masala) and  K P Pan Foods (Kamla Pasand Silver Coated Elaichi) are among the top five advertisers this season. Both brands were top advertisers in last year’s season as well. 



“A 'powered by’ partner in the category ends up spending anywhere between Rs150 crore- Rs 200 crore on IPL while any other advertiser from the same category pays approximately 15 percent less for inventory and ends up spending around Rs100 crore during IPL,” explained a media planner who did not wish to be named.



According to this planner who works closely with brands in the category, these companies spend close to 60 percent of their annual ad budget on IPL.



While Pan Masala brands appear to dominate IPL ad breaks, the planner clarifies that these are actually ‘mouth freshener’ brands. 



This tactic is a classic example of surrogate advertising, where companies promoting restricted products like Pan Masala advertise alternative products like mouth fresheners to bypass regulations.




“Pan Masala brands spend heavily on IPL advertising, with estimated spending reaching hundreds of crores. Despite Pan Masala's ban on advertising due to health concerns, they cleverly advertise under the guise of mouth fresheners or digestives. IPL offers massive viewership, reaching millions across demographics, providing unparalleled visibility. Moreover, it offers a platform for brand association with youth, glamour, and entertainment, transcending the product's traditional image,” said Yasin Hamidani, director at integrated marketing and branding agency Media Care Brand Solutions. 


IPL 2024: Pan Masala brands spend Rs350 cr, grab 10 percent advertising volume with ‘mouth freshener’ ads

IPL (Indian Premier League) 2024 on TV continues to grow with significant increase in ad volumes. Compared to IPL 2023, there was a 12 percent growth in ad volume per channel for the first 39 matches.



The advertiser pool also expanded, with over 60 categories and 70 plus advertisers participating coming on board in this period. The last season saw around 40 categories and 50 plus advertisers.



The top categories to advertise in this year’s IPL till date are ecom – gaming, which had around 16 percent share based on add volumes, followed by range of food products, pan masala, perfumes/deodorant and smartphones.



Ecom – gaming and pan masala were the only common categories present between last year and this year IPL.



Moving on advertises, the top advertiser in this period was Parle Products. The others in the top five category included Sporta Technologies (Dream11), Vishnu Packaging (Vimal Elachi Pan Masala), Playgames 24*7 (My11Circle) and K P Pan Foods (Kamla Pasand Silver Coated Elaichi). 


The top five exclusive brands on Hindi plus English language channels in this period were, Fogg Master , Dabur, Real Range, Amazon Prime Video, Dabur Red Bae Fresh Gel and Dabur Cool King Thanda Tel.

Parle takes top spot in IPL 2024 TV ad race in the first 39 matches

IPL is one of the biggest reach accumulators in Asia with 5X entry cost over any other top reality show in the country and on the back of IPL, AdEx is expected to witness a rise of 6 percent to 8 percent over corresponding year’s same month/quarter. General election will add another 3 percent to 4 percent increment to the same. 

In conversation with Storyboard18, Uday Mohan, Managing Director, Havas Media India talks about the genres of programming that are performing best in terms of ad viewership during the IPL and election season, the specific goals that brands are looking to achieve with their advertising campaigns during this period of heightened viewership and more.

Edited excerpts:


What is the kind of increase in ad spend that you are noticing this April due to the combined impact of IPL and elections? 



April being the first month of the new FY, fresh budgets allow the brands to plan new launches and new ad films in the market. To couple with IPL is one of the biggest reach accumulators in Asia with 5x entry cost over any other top reality show in the country. On the back of IPL, AdEx is expected to witness a rise of 6 percent to 8 percent over corresponding year’s same month/quarter. General election will add another 3 percent to 4 percent increment to the same.


What are the top ad spending categories experiencing the biggest surge in AdeX due to the combined effect of IPL and the upcoming elections? 

Some of the top ad spending categories include fantasy gaming, auto, beverages, FMCG, and banking and construction.



What are the specific goals that brands are looking to achieve with their advertising campaigns during this period of heightened viewership? 



Quarter 1 being a fresh start for setting new goals and April being the first month, brands push and set the tempo for the balance of the year. Also, firms want to achieve their sales results to keep the financial results positive in Q1 to have an optimistic outlook in Return on Yield (RoY).

Secondly, with the sports reach of around 800 million in India, no other event or genre offers such high reach in the country and that too in the quarter 1 of financial year. This aids the advertisers to plan new launches & fresh announcements to reach out to maximum consumers and communicate effectively and instantly.



Can you tell us which genres of programming are performing best in terms of ad viewership during the IPL and election season? 

As we know, election is on the cards. News genre will have exponential growth in viewership. There is a healthy mix of viewership in the country with Hindi language at 31 percent & regional language at 36 percent in terms of news viewership. This is other than 450 million reach through digital news platforms. Election will be a big driver in Q1, and other genres will also have a positive impact in their AdEx. There is a main budget session also expected after general elections which will have significant news importance. 

How significant is the ad rate growth compared to usual periods considering both IPL and election? 

Election rates are purely demand and supply driven, and in this case the rates are close to 30 percent higher compared to the last Lok Sabha Election. This has happened on the back of newer programming and technology adoption to deliver the brand messaging very effectively. 

As for IPL, the league's consistent viewership has boosted cost and reach delivery proportionately.

Besides IPL and elections, are there any other upcoming events or trends that you anticipate will impact media buying strategies?

June to December will be an action packed year in television within sports and entertainment shows. To specify, immediately after IPL, 125 + days of India playing International cricket which includes T20 World Cup, Asia Cup, 6+ bilateral series and other sporting events like Euro Cup and Grand Slam. As far as entertainment tentpole shows on TV, properties like KBC, Katron Ke Khiladi, IIFA awards, Filmfare, Jhalak Dikhla Ja, Sa Re Ga Ma Pa, India’s Got Talent, Bigg Boss, Rishtey Award and World TV will keep up the momentum.

EXCLUSIVE: Elections will drive exponential growth in news viewership: Havas Media's Uday Mohan

The Indian Premier League (IPL) 2024 is also witnessing a surge in advertiser interest as the season progresses. When compared to the 2023 season, in the first three weeks, television advertising has clocked a with a 6 percent increase in ad volumes per channel during the first 23 matches of the league. 


Interestingly amongst the top categories advertising this season, the only two common ones with IPL 2023 were ecom- gaming and pan masala. 


According to TAM data, both the number of advertiser categories and the total number of advertisers on television have grown significantly this year compared to the same period in 2023.



While the number of categories increased from 30 plus to 55 plus in 2024. The advertiser count increased from 45 plus to 60 plus when compared to same time in 2023. 



<a href="https://www.storyboard18.com/quantum-brief/ipl-17-kicks-off-with-4-percent-surge-in-tv-ad-volume-over-first-7-matches-28108.htm">Also read: IPL 17 kicks off with 4 percent surge in TV ad volume over first 7 matches</a>



The top five categories to advertise in this season‘s IPL were ecom-gaming, range of food products, pan masala, cellular phones – smartphones ans the securities/share broking organisation.



Leading the advertising charge were Sporta Technologies(Dream11), Parle Products, Playgames 24*7 (My11circle), Vishnu Packaging(Vimal Eliachi), KP Pan foods(Kamla Pasand).



<a href="https://www.storyboard18.com/brand-marketing/dream11s-parent-sporta-technologies-is-top-advertiser-for-the-first-7-ipl-matches-28114.htm">Also read: Dream11’s parent Sporta Technologies is top advertiser for the first 7 IPL matches</a>

IPL 2024: Ecom-gaming and pan masala brands lead TV ad surge in first three weeks

The 2024 IPL is experiencing a surging wave of viewers on Connected TV, and this it's just the beginning. JioCinema has been aiming for a massive jump in viewership compared to 2023, with a target exceeding 650 million. A significant portion of this growth is likely on CTV, considering their platform focus and the strategic shift of advertisers towards CTV for IPL 2024. 

The Indian Premier League (IPL) 2024 is expected to witness a wide range of brands participating in the tournament, with a mix of large and growing brands. The Tata Group has secured the title sponsorship rights for this season of Indian Premier League (IPL). 

Other prominent sponsors include Dream11, Vimal, Asian Paints, Charged by Thumsup, Joy Personal Care, Dettol, and Amul. These brands have partnered with Disney Star, for various sponsorship deals.

“This trend aligns perfectly with India's booming CTV market, a magnet for viewers, broadcasters, and advertisers alike. Therefore, all signs point towards a substantial increase on top of the ongoing CTV viewership surge for the 2024 IPL if compared to 2023. This could reshape how Indians consume live sports and pave the way for further innovation in the CTV landscape, says Russhabh R Thakkar, Founder and CEO, Frodoh World.

Vinay Singh, co-founder of Digixpressions points out that the penetration of CTV will also be witnessed in the Tier 2, 3 markets are consumers are now increasingly using CTV to watch shows in their preferred language.

Rupali Chavan, Senior VP, Mudramax believes that YouTube and Finecast are quoting higher, on a conservative level the number will hit moderate size of 45-50millionn devices. Out of a possible 75 million devices, 40 million will watch it on 4k, the average time per match will be 90 minutes.Not only premium, but also elite audiences by the medium of 4K feed on CTV, which is even more expensive as a TV which is backed by a stable and high-speed broadband to provide zero buffering. If we compare HD vs CTV, CTV devices tuned in during IPL were higher than HD devices, states Chavan.

CTV vs linear

CTV reaches audiences who are no longer watching traditional cable or may never do so, making it a vital medium to connect with viewers shifting towards digital platforms.

As per a Dentsu consumer study, CTV viewers have a higher engagement level with 2.2x engagement level compared to 1.4x on offline media like QR scan, coupon redemption or installs.

Chavan highlights CTV’s dynamic ad insertion, which makes it easier to provide customized advertisements in real-time, based on match moments. CTV can also run in 12 languages.

Singh says, “CTV offers a more engaging and interactive viewing experience than traditional TV commercials, with features like clickable overlays, interactive polls, and gamification elements that enhance viewer participation and create memorable brand experiences. It offers precise and cost-effective audience targeting, allowing advertisers to reach specific demographics more effectively than traditional linear TV.

He adds, “CTV enables advertisers ti measure results in real-time, providing immediate feedback on ad performance and allowing for adjustments to be made swiftly for optimal outcomes. Interactive Features: It provides greater interactivity through apps, voice commands, and interactive content, enhancing viewer engagement and interaction with the advertising content.”

Thkkar points out that the allure of CTV lies in its targeted advertising based on demographics and interests, allowing brands to connect with the most relevant IPL viewers. Additionally, CTV offers measurable results, interactive features for a more engaging experience, and potentially cost-effective reach compared to traditional TV advertising. This makes CTV a powerful tool for brands to maximize their impact during the IPL season.

IPL 2024 fuels CTV boom in India as more advertisers harness its strength over linear TV

In today’s world where the consumer is being bombarded with thousands of brands advertisements at every second on digital media platforms, the marketplace is starting to become fiercely cluttered and competitive. It has now become imperative for brands to stand out from the crowd and build a long-lasting identity and brand loyalty by developing a deeper connection with the masses, with the community. While there are many ways to achieve this, one proven effective way is via sports. Several brands in the past and even today have driven their community engagement activities via sports and there’s a significant reason behind it. 

Sports as a concept is universal in nature and it has a unique ability to bring people together, irrespective of the social backgrounds. Sports fans who support and cheer for their favourite sports team, athletes or those who participate in active sports are all bound together by their collective passion for sports. The loyalty and passion within the sports fans present a valuable opportunity for brands to connect with their customers on a deeper, more personal level. 

While brands have various different ways to reach out to sports fans such as digital and social media advertising, signing sports personalities as the brand ambassadors, etc, to achieve community engagement in sports in true sense, brands have to go beyond these traditional marketing tactics and actively participate in being a part of the sports fans live and make an effort towards adding value to their experience with sports. 

For brands to develop authentic connections with the community, brands can host their sports events or support a local sport team or athlete or even host community watch parties, fan meet-up events or the most effective way, support grassroots sports initiatives consistently. By doing so, brands show their investment in the community beyond just profits. They demonstrate to the people that they genuinely care about the interests of their consumers. Additionally, being associated with sports in any form also helps brands to establish their image as someone who supports a healthy, active lifestyle and fitness in general, thus, also appealing to those who probably aren’t hardcore sports fans. 

One of the best examples of how brands have built loyalty and forged deeper connections with the community is of the Tata Mumbai Marathon. The Tata Group organises and sponsors one of Asia’s largest and most prestigious marathons every year, the Tata Mumbai Marathon. With over 59,000 people participating in the marathon this year itself, the Tata Mumbai Marathon has become a must-do annual event for the locals. Several brands and companies under Tata Group, Tata Consultancy Services, Tata Motors, etc. invest in this event. 

Similarly, PNBMetLife Insurance organises a Junior Badminton Championship every year across the country to promote badminton talent in the country and drive community engagement. In the latest edition, more than 10,000 young badminton athletes participated in the tournament. This has helped PNBMetLife to connect with their customers and their future generations on a deeper level and add value to their lives by opening up opportunities for them. Many brands such as Hero Motocorp or Himalaya Drug Company invest in local sports tournaments in cricket and football. 

Another example of successful community engagement activities can be the fan parks created during the IPL and ISL season. These fan parks give the fans an avenue to come together and engage with and enjoy their favourite sports and sports teams and thus add value to the sports league itself. 

At a more grassroots level, many brands such as Decathlon, Storiaa, Muscleblaze, and Probo partner with agencies and companies working in the domestic sports ecosystem and invest in small scale local sports tournaments. These initiatives help the brand build a trust within the customer’s mind also generate great recall value. 

Investing in these community engagement activities benefit brands on a large scale as the consumers now not only regularly engage with the brand themselves but also advocate and promote the brand to others. As these community engagement activities create memorable experiences for the customers, thus making them appreciate the brand to a great extent. Thus, community engagement in sports is a powerful tool for building brand loyalty. By actively participating in and supporting sports communities, brands can create meaningful connections with consumers, build trust and credibility, and drive customer advocacy. By investing in community engagement initiatives, brands can strengthen their relationships with customers and position themselves for long-term success in the competitive market.

Shubhangi Gupta is the CMO and Co-founder, SportVot, a sports-tech platform in India. Views expressed are personal.

Building brand loyalty through community engagement in sports

BeBetta is claiming to stand apart from competitors such as Dream11, MPL, Gamezy, and Bet365 by placing a strong emphasis on passion, engagement, and the social aspect of sports fandom. "While competitors tend to prioritise transactions and monetisation, our focus lies in creating an experience that goes beyond mere financial transactions, " says Meet Shah, Founder & CEO, BeBetta and adds that "Our growth strategy revolves around leveraging strategic monetization avenues, including advertisements and microtransactions, while simultaneously focusing on user engagement initiatives to ensure a compelling and valuable experience for our users."

Meet Shah, Founder & CEO, BeBetta discusses the inspiration behind relaunching the BeBetta app during the IPL season, how BeBetta is differentiating itself from competitors like Dream11, MPL, Gamezy, and Bet365 and strategies that were employed to maximise reach and engagement across diverse distribution channels. 


What was the inspiration behind relaunching the BeBetta app during the IPL season?

The inspiration behind relaunching the BeBetta app during the IPL season stemmed from our initial MVP version launched three months ago, which served as a proof of concept. Building upon this foundation, our overarching vision has consistently aimed to enrich and amplify the sports fan experience in India by infusing elements of gamification and social interaction. Now, we are fully committed to executing this vision by taking our platform to new heights, engaging users in more immersive and enjoyable ways during one of the most exciting times in the Indian sports calendar.

What are the key features and enhancements introduced in the app’s relaunch?

In our app's relaunch, we made significant strides by introducing a range of key features such as head-to-head bets, pool bets, clubs, and war rooms. These additions were accompanied by enhancements aimed at personalising user journeys, integrating gamification elements, and refining the overall user experience and design. Our primary goal with these updates is to create a more dynamic and interactive platform that fosters social connections and provides an enjoyable experience tailored specifically to the preferences and interests of sports fans across India.

What strategies were employed to maximise reach and engagement across diverse distribution channels?

In our efforts to maximise reach and engagement across diverse distribution channels, we adopt a comprehensive approach that blends both brand and performance marketing strategies. While these strategies serve as the backbone of our outreach efforts, we place particular emphasis on community marketing, product marketing, and innovative ad campaigns. By leveraging community engagement initiatives, highlighting the unique value propositions of our products, and crafting attention-grabbing ad campaigns, we strive to establish authentic connections with our target audience and resonate with them effectively. This multifaceted approach allows us to not only expand our reach but also foster meaningful engagement with our audience across various channels.


How does BeBetta differentiate itself from competitors like Dream11, MPL, Gamezy, and Bet365?

BeBetta stands apart from competitors such as Dream11, MPL, Gamezy, and Bet365 by placing a strong emphasis on passion, engagement, and the social aspect of sports fandom. While competitors tend to prioritise transactions and monetisation, our focus lies in creating an experience that goes beyond mere financial transactions. We aim to make the sports fan experience inherently enjoyable and interactive, leveraging features that foster camaraderie among users and enhance their overall engagement with the platform. 


What is BeBetta’s business model and growth trajectory?

BeBetta's business model is multifaceted, centering around various revenue streams such as advertisements, microtransactions, and brand partnerships. As we continue to expand our user base and enhance our platform, we project reaching 15 million users by the end of this year. Our growth strategy revolves around leveraging strategic monetization avenues, including advertisements and microtransactions, while simultaneously focusing on user engagement initiatives to ensure a compelling and valuable experience for our users. Through these efforts, we aim to not only achieve significant user growth but also drive sustainable revenue growth and establish BeBetta as a leading platform in the sports prediction industry.

What are the key advertising and marketing strategies that the company has been applying? 

BeBetta's business model is built on a diversified approach, incorporating revenue streams such as advertisements, microtransactions, and brand partnerships. By leveraging these avenues, we aim to drive sustainable growth and profitability. Additionally, our strategic focus on user engagement initiatives plays a crucial role in expanding our user base and fostering loyalty among our audience.

With a projected milestone of reaching 15 million users by the end of this year, our growth strategy revolves around strategic monetization tactics that balance revenue generation with providing value to our users. This includes optimizing ad placements, introducing enticing microtransaction options, and forging mutually beneficial partnerships with brands. By prioritizing user experience and engagement, we aim to create a platform that not only attracts new users but also retains and satisfies existing ones, thereby driving long-term growth and success for BeBetta.

Could you provide more details regarding the breakdown of expenditures, particularly in advertising and marketing, especially across digital channels? What are the primary sources of revenue for the business?

In terms of our expense distribution, our investments in advertising and marketing, with a particular focus on digital channels, are strategically allocated across various areas including Universal App Campaigns (UAC), branding efforts, and community initiatives. These channels play pivotal roles in engaging our audience and expanding our reach.

Regarding revenue generation, our business primarily thrives on multiple streams, notably deriving income from advertisements that leverage our platform's visibility and engagement. Additionally, we capitalise on revenue generated through in-app purchases and microtransactions, reflecting the value our products offer to users. Furthermore, our business model is fortified by revenue streams stemming from brand partnerships and affiliate programs, which complement our core offerings and enhance our market presence.

What are the consumer insights and market trends currently observed?

Current consumer insights and market trends indicate a significant shift towards gamified experiences, with users showing a growing appetite for interactive and engaging gameplay. There is also a clear preference for community-led challenges and interactions within the gaming space, highlighting the importance of social connectivity and shared experiences among users. Additionally, there is a noticeable fatigue from the traditional format of fantasy sports, suggesting a desire for novel and innovative gaming concepts.

Moreover, there is a notable demand for no-risk platforms, driven by various factors such as users' reluctance to pay, financial constraints, or a preference for non-monetary motivations. This underscores the importance of offering platforms that cater to diverse user preferences and accommodate individuals who may prioritize other forms of engagement over monetary transactions. By understanding and adapting to these consumer insights and market trends, companies can better tailor their offerings to meet the evolving needs and preferences of their target audience.