We’ve all wondered what it’s like to be in the shadow of a giant, knowing the odds are stacked against you. This is Crex’s story—a young, driven platform that had to take on Cricbuzz, the dominant force in cricket updates.
Crex wasn’t just another app, it was built by cricket enthusiasts with a vision to change how the game is followed. While Cricbuzz seemed omnipresent, Crex wasn’t content to be just another player. They aimed to disrupt, offering fans something fresh and innovative.
This isn’t just a story of rivalry, but of hope – where a small platform dared to dream big, knowing that even the largest giants have cracks where new ideas can take root.
From Seth Godin, quote that can be read as: “Marketing is not the stuff that you make, but the stories you tell”
About CREX
Crex, founded in 2017, has rapidly emerged as one of India’s growing cricket analysis platforms and ranks among the top ten single-sport platforms globally. Built by passionate cricket enthusiasts, Crex offers real-time ball-by-ball statistics for all Test, ODI, T20I, and club matches, as well as comprehensive coverage that includes live commentary, scorecards, fixtures, player and team rankings, and in-depth analysis.
What sets Crex apart is its commitment to using data and analytics to enhance player performance, understand the economics of cricket, and contribute to the sport’s business landscape. Despite fierce competition from industry giants like Cricbuzz, Crex has carved out its place in the market by focusing on delivering a rich, data-driven experience for both fans and stakeholders. With a long-term vision to become the world’s most popular digital sports platform, Crex aims to lead the charge in making cricket more competitive, entertaining, and analytically driven.
The Power of Partnership: TMA’s Role in the Journey
Crex knew that competing with a dominant player like Cricbuzz required more than just ambition -it required strategy. To bolster its presence, Crex partnered with The Media Ant (TMA), focusing on performance marketing, followed by brand recall. This collaboration was key in selecting the right ad platforms and placements, ensuring Crex reached and engaged its target audience: cricket enthusiasts aged 18-25.
In 2023, Crex ran three major campaigns during significant cricket events. For the India vs Afghanistan and India vs England series, the campaigns targeted individuals with a strong interest in cricket. During the IPL, Crex broadened its focus, targeting a PAN-India audience of males under 30, aligning with the core demographic of young, passionate cricket fans. Through TMA’s expertise, Crex gained substantial traction, strategically positioning itself in a highly competitive market.Crex leveraged strategic advertising during key cricket events to maximize engagement and reach their core audience of cricket enthusiasts. The campaign kicked off with Squeeze Ups during the India-Afghanistan Series to make a Pan India impact and continued with Fence ads in the India-England Series, targeting viewers interested in statistics.
For the IPL, they used Mid Rolls and Squeeze Ups featuring Brand Ambassador Shikhar Dhawan, enhancing brand recognition by associating Crex with Dhawan’s popular persona as the ‘Gabbar of Cricket.’ The idea was to create lasting impact and sustain engagement within a budget, using well-timed ads during live matches like Super 6s, which displayed Crex ads when a six was hit, resonating well with the brand’s focus on real-time sports updates.
This multifaceted approach not only emphasized Crex as the top-rated cricket app but also showcased its utility for non-stop cricket entertainment, ensuring the campaign resonated deeply with cricket fans. For a deeper insight into the Crex campaign, visit our Crex case study Campaign.
The ad formats were unique and coupled with high quality content to give the platform an edge above all its rivals. Formed slightly differently as an effort to improve Cricbuzz, Crex was trying to offer a whole new way of consuming cricket.
Ad platforms
Connected TV (CTV): Gained viewers primarily through internet-connected devices like smart TVs and streaming sticks, targeting an urban and technology-savvy demographic.
Household Internet (HH WEB): Captured a wide audience through web platforms such as computers and mobile devices, highlighting Crex India’s strong digital presence.
The Numbers Behind the Impact:
During the India vs Afghanistan series, the Crex campaign significantly exceeded expectations, reaching 48.1 million unique visitors through Super 6’s, tripling initial projections. This surge in reach underscores the campaign’s strong resonance with the audience and effectively highlights Crex’s brand message.
The viewership was distributed across two primary platforms: Connected TV (CTV) and household internet (HH WEB). Specifically, the campaign reached approximately 10.5 million viewers through CTV, showcasing a strong brand presence among urban and technologically savvy demographics.
Meanwhile, the HH WEB platform reached about 37.7 million people, reflecting a broad and diverse online audience engagement, greatly enhancing Crex’s online presence.
Parallel to this, Crex’s IPL campaign featuring Shikhar Dhawan boosted its Google Trends presence and brand recall significantly, resulting in a surge in app downloads and positioning Crex as the No. 1 cricket app on the Play Store. This campaign also attracted high advertising interest from other brands, looking to leverage Crex’s app organically for promotional activities.
The results of Crex’s campaigns with TMA were nothing short of impressive. Crex secured a total of 44.65 million visits, with users spending an average of 18 minutes and 13 seconds per session, making 9.51 page views. The platform achieved a bounce rate of 27.42%, demonstrating high engagement with its content.
Additionally, Crex saw consistent monthly visits of 3.725 million, a testament to its growing relevance in the market. This remarkable performance not only showcased Crex’s ability to capture the attention of its audience but also positioned the platform as a serious competitor in the cricket update market, defying the dominance of established players.
During the high-profile India vs. Afghanistan and India vs. England series in 2023, and the IPL in 2024, Crex soared to the #1 Sports app on the Play Store. This milestone highlights Crex’s effective engagement with cricket fans and its commitment to providing real-time match updates and analysis, reinforcing its position as the premier destination for cricket enthusiasts.
Setting a New Standard for Cricket Coverage:
Crex’s journey from a new entrant to a formidable player in the cricket update space is a story of resilience and strategic brilliance. By collaborating with TMA and leveraging their expertise in selecting the right ad platforms and placements, Crex was able to carve out its own space in a market dominated by giants.
The platform’s ability to engage its target audience with innovative content and strategic marketing helped it secure significant user loyalty. Crex’s success story stands as an inspiration for other emerging platforms, proving that with the right strategy and execution, it is possible to challenge even the largest competitors.
