The Global e-Cricket Premier League (GEPL), a team-based cricket e-sports and entertainment league, debuted on Real Cricket 24 (RC24). Jetsynthesys co-owns RC24, a mobile cricket simulation game. To promote this, JetSynthesys has joined forces with Animeta, an AI-driven creator technology company, including artists and creators.
e-Cricket as a sport
Considering how well-liked cricket is as a sport already, the plan was to expand the target demographic beyond fans of traditional gaming and e-sports (120 million+ active users) and target viewers of cricket content on mobile devices (260 million+), with a sizable share of Gen Z viewers. Initially, the primary objective was to generate interest in and acceptance of the e-Cricket concept. Subsequently, Jio Cinema, the exclusive streaming partner of the GEPL, was benefiting from the generated buzz.
Tactics undertaken to raise awareness
The partnership began with the onboarding of eight seasoned mobile gamers known as the “Game Galvanizers.” Each person was given a team to support as they spread the word about RC24 and GEPL, igniting excitement throughout communities. The witty creative duo Funcho (Shyam and Dhruv) were onboarded as the “Series Galvanizers.” The goal was to use these Gen-Z-focused, culturally relevant, and cricket-loving creators’ star power to draw in a diverse young audience eager to watch GEPL.
Rock and hip-hop rapper EPR, alias Santhanam Srinivasan Iyer, along with other artists and gamers attended the event. Roughly one thousand fans attended a fan meet hosted by well-known game creator Shreeman Legend. Furthermore, ACE, Nasty Ninja, Yedha Anna, and 99 Side are four well-known rappers that Animeta collaborated with. They created the anthem “Find your Glory” for GEPL Season 1 to improve the viewing experience. By showcasing the game’s universal appeal across genders, eight vibrant female influencers helped to further diversify the target audience cohorts for GEPL.
What is the Global e-cricket premier league?
JetSynthesys started the Global e-Cricket Premier League (GEPL), the largest esports competition in India. JetSynthests is a cutting-edge provider of digital entertainment and technology. JioCinema and Sports18 broadcast the inaugural season this month. It marked the release of Real Cricket 24, the first and only top-tier esportable game in India. The game boasts a whopping 27 crore lifetime downloads. In essence, the game is the most popular skill-based free-to-play (FTP) cricket simulation. The competition transcends the boundaries of conventional sports. It expertly fuses the excitement of video games with an unrivaled passion for cricket to capture millions of viewers every day.
Here’s what they said
Rajan Navani, founder and CEO, JetSynthesys, shared,
Cricket came to us from the West but today, I’m proud to say that our Made-in-India Real Cricket and GEPL have set the stage for India exporting cricket esports to the world. Animeta helped us onboard the right influencers and employ the correct influencer strategy to maximize the impact of these creators.
Rohit Potphode, CEO, GEPL, said,
GEPL stands as the largest eCricket league globally. In order to appropriately match its immense scale, we collaborated with Animeta- Brandstar, a specialized influencer marketing platform. This partnership allowed us to enlist renowned influencers spanning cricket, gaming, and entertainment domains, ensuring a broad reach across diverse audience demographics.
Devdatta Potnis, CEO, of Animeta added,
When you are trying to tap into a Gen Z audience, influencer marketing becomes an extremely important avenue, as social media is where this audience frequents daily. The approach was to tap into some key aspects across the whole spectrum of content habits that this audience has.
Biswamitra Ray, senior vice president, branded content and creator projects, at Animeta, commented,
Selection of credible and relevant voices and high-relatability in the content is key to a campaign’s success. Whether it was for the social media posts made by the creators or the song composed specially for GEPL – we looked deeply into universal insights about the audience, whose attention we were trying to grab.