Building the Legitimacy of Fantasy Sports Dream11’s 2018 Regulatory Turnaround
In 2018, Dream11, then an emerging player in the Indian fantasy sports ecosystem, faced regulatory scrutiny and widespread public perception associating fantasy sports with gambling. As legal proceedings mounted and industry ambiguity persisted, Dream11 needed a decisive shift in public narrative to solidify its legitimacy and safeguard its business model.
Challenge
The central challenge was positioning fantasy sports, particularly Dream11’s platform, as a game of skill rather than chance. Courts, media, and regulators had not yet adopted a unified stance, and the risk of fantasy sports being clubbed with gambling posed reputational and legal threats. Traditional PR tactics had proven insufficient to influence public perception or legal interpretation.
Our Intervention
Our team partnered closely with Dream11’s internal legal and communications teams to build a multi-channel, narrative-defining strategy. The core goal was to present fantasy sports as a game that demanded skill, strategy, and player knowledge, countering the idea that it was a form of betting.
92 %
We rewrote and restructured Dream11’s Wikipedia page with factual accuracy and neutrality, emphasizing court rulings, industry endorsements, and the gameplay model that highlighted decision-making and strategy. The aim was to correct misconceptions and improve visibility on a platform frequently referenced by media and the public.
95.2 %
We facilitated the publication of over a dozen news articles and opinion pieces in credible national media that framed fantasy sports as a skill-based activity. These pieces drew attention to key legal precedents that supported Dream11’s business model and included compelling narratives from users who had achieved consistent success through analytical thinking, sports knowledge, and data-driven strategies. This media strategy helped reinforce the perception that Dream11 was built on player skill rather than chance.
80 %
Working in tandem with Dream11’s legal advisors, we suggested framing techniques and language shifts that were gradually reflected in court submissions. Our research-backed arguments helped reinforce the legal stance that fantasy sports outcomes depended on skill, knowledge of players, and strategic team composition.
51 %
We organized background briefings for select journalists and influencers in the tech, law, and sports beats, offering them insights into the mechanics of fantasy sports, industry data, and global trends recognizing it as skill-based.
These results validate that Qreate’s sampling solution has been successful for Bender, with high levels of customer satisfaction and declared conversion rates.
Campaign Results
The Impact
By late 2018, the narrative had shifted significantly
Multiple courts, including the Punjab and Haryana High Court, formally acknowledged Dream11’s format as a game of skill.
Wikipedia reflected a neutral, legally sound version of Dream11’s business model, often cited by researchers and journalists.
Public perception evolved, with major media platforms no longer equating Dream11 with gambling platforms.
Recognition
Visibility
Trust
Brands We Worked For
What They Say
