Brief

WinZO is a real money gaming (RMG) platform with over 80 games, including casual, card, and fantasy genres. Unlike competitors like RummyCircle, Dream11, and PokerStars, which focus on a single game and have a long-established presence, WinZO offers a diverse gaming experience.

RMG is popular in urban areas of India where gaming for money is socially acceptable, but these markets are highly competitive. WinZO adopted a micro-transaction model, allowing users to play with as little as ₹2 ($0.02). Instead of targeting high-value players, WinZO focused on a broader, more casual user base. While this approach results in lower ARPU, the high volume of transactions helps maintain ROI.

Objective

• Identify distribution channels to acquire users at a lower cost at scale.

• Make these channels sustainable, i.e., independent of seasonality or heavy marketing spends.

Insights from Research

• Users are equally interested in winnings and the fun of playing. The frequency of gameplay increases when users win.

• When users withdraw money from their gaming wallets to bank accounts, they are more likely to return and deposit again.

• Due to the low starting amount (from $0.02 or ₹2), the value of ₹ in the app is high. Rewarding users with smaller amounts can significantly influence their behavior.

Strategy and Execution

1. Utilizing Rewards:

   • Rewards are a key motivator, but wins cannot be controlled. We needed alternative ways for users to win money without playing games.

2. Referral Program - WinZO Superstar:

   • Created a unique referral program with a separate wallet for referral earnings, distinct from winnings money.

   • Users (parents) earn rewards for successful referrals and additional rewards when referred users (children) achieve milestones.

   • Lifetime rewards based on the quality (gameplays and revenue contribution) of referred users. For example, if P1 referred P2 and R1 referred R2, and P2 is more active and generates higher revenue, P1 will earn more than R1.

3. Micro and Nano Influencers:

   • Tapped into the underutilized micro and nano influencers market. Onboarded them into the Superstar program, rewarding them based on user referrals rather than paying per video or shout-out.

   • Motivated influencers to create more content and promote WinZO, leading to over 50K Superstars, including ~5K influencers.

4. Fraud Prevention:

   • Monitored data, engaged with elite Superstars, watched user streams, and updated quality algorithms to maintain program integrity.

   • Promoted the Superstar program through influencers and Telegram groups.

Results and Metrics

• Program Reach: The program reached more than 50K Superstars, with ~5K influencers actively promoting WinZO.

• Monthly New Acquisitions: Superstar contributed to over 25% of monthly new acquisitions within 6 months of launch.

• User Growth: The program led to a 35% increase in the user base, adding 1.2MM users in 2022.

• Revenue Impact: Users acquired through Superstar had a D30 RPU 50% higher than those acquired through performance marketing.

• Influencer Engagement: Over 25K YouTubers created content with referral links without any direct discussions, contributing significantly to user acquisition.

• Brand Visibility: The referral program boosted the brand’s visibility, leading to a 60% increase in organic search traffic and substantial PR coverage.

My Role

I was the Growth Manager for this program and part of the core team of three. My responsibilities included onboarding influencers, managing deals and execution, developing the quality score algorithm, scaling the program, and conducting data analysis.