MAM
Head Digital Works diversifies into sports content generation business with Cricket.com
MUMBAI: Head Digital Works (HDW), formerly known as Head Infotech, which operates India’s most profitable online rummy platform Ace2Three, today announced the launch of its latest venture – Cricket.com.
The launch of Cricket.com is in line with HDW’s larger diversification plans after its entry into fantasy sports via Fanfight and its social gaming arm Witty Games. Cricket.com will offer a new experience to cricket fans with a greater focus on the use of data in live match scenarios to deliver an exciting second screen experience.
The platform is aiming to elevate the way cricket is consumed by cricket fans by offering pocket size data insights in regular intervals along with the regular staple offerings of a content platform. HDW has launched cricket.com within a short span of 6 months of in-house development at its Bangalore office and promises to evolve the platform greatly from the soft launch that took place today.
In the space of a generation, sports content have gone from being a minor part on the edge of the generic news websites to stand-alone industry. Personalizing fan engagement, athletes as content creators, rapid advances in technology, the media consumption behaviour of consumers, and new and improved delivery models are major factors in the staggering growth of digital sports content companies. Another critical element is the change in information consumption patterns by sports enthusiasts and this is where Head Digital Works, a mobile entertainment company, which develops applications for the online gaming industry, wants to innovate.
Speaking on the occasion, Deepak Gullapalli, CEO – HDW, said, “The launch of cricket.com is part of a larger blueprint for the company. India’s biggest religion is cricket and we want to play a bigger role in this space. We already have a sports game platform via Fanfight and we plan to reach out to a larger base of cricket fans via cricket.com. The plan for the organization includes diversification of the businesses and expansion of our footprint beyond Indian markets. Overall, we are expanding our business offerings and are looking to acquire more talent for all our businesses across Hyderabad and Bangalore. While we are adding other businesses to our portfolio, we are retaining the efficiency of the structure of the organization and giving folks within the set-up an opportunity to help build these businesses to scale in conjunction with the infusion of new talent.”
HDW plans to consolidate its position as a market leader in the gaming space and grow into a gaming and digital entertainment conglomerate. Through cricket.com, HDW will attempt at offering innovative data-driven content offerings to cricket fans while cementing its reputation as a dynamic and forward-thinking organization.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
