The sports of Cricket is more than a game in India, it is often described as a religion. Before Jio was launched, Television was default medium for Indians to access entertainment. However, with availability of affordable devices and data plan, mobile is now preferred medium of entertainment for majority of Indians. To capitalize on the trend and India’s love for Cricket, Jio Cricket Play Along (JCPA) was launched. It linked sports and entertainment (TV) together through an interactive mobile application.

The concept behind JCPA Game is one can not only watch live cricket match but can be a part of the same by speculating and predicting the outcome of the live match in real-time. It’s an experiential content-based customer engagement game which is accessible to all smartphone users.

Jio Cricket Play Along allowed for the first time, cricket enthusiasts, all over India, to participate along with a live match. It capitalized on the latent need of cricket lovers who like to speculate on the outcome of every event in a match.

In general, in a typical telecom industry, the Self-care applications are used mostly for recharge and to track service requests, it remains obsolete rest of the time. To break this trend and engage customers in an interactive fashion Jio Play Along concept was introduced.

Our aim was to reinforce brand image of Jio as a digital company rather than a telecom operator. Thus, becoming top choice for customers. We changed the industry trends by adding value to our customers by frequent and large-scale interactive applications. Cricket is most popular sports in India, hence the first play along concept was introduced with the game of cricket at its core.

The game can be played when live match gets broadcasted on television, during the match multiple choice questions start appearing on mobile-app. The questions asked were either of predictive nature or based on previous matches. The predictive questions were related to the ongoing match and were prepared basis-

• User playing patterns

• Historic Cricket Players Data

• Historic Match Data

While the commentary of live match on television was available only in select languages, JCPA on mobile screen had 12 language options.

To play, users have to download MyJio app (available for free on Play Store and App Store). Once installed, logn and select ‘Jio Cricket Play Along’ to start the game. Non-Jio players will have to confirm login via OTP.

Players tested knowledge of Cricket and by predicting outcomes accumulated points for every correct prediction. Basis the overall season score as well as match score players get rewarded.

During Jio Cricket Play Along, we were able to actively engage almost 50% of our customer base. Below are some of stats which were witnessed during last edition of Indian Premier League Series -

• 101 million unique players participated for JCPA, with 11% being female participants.

• 500 million responses captured during the whole season.

• More than 12.5 million hours of game was played across 8 weeks Series.

• 3.7 Billion ad impressions delivered by 19 industry leading brands

• The game was played for all 60 IPL matches and supported 12 languages

JCPA not only created higher engagement on the second screen but also unlike other apps got the viewership back for the TV channel.