FanCode

Elevator Pitch

You get home after a long day at work, excited to catch the match of the year, fire up your TV and—“Bigg Boss Live” slaps you in the face. Sports? Buried three taps deep. Mood? Ruined.

That’s exactly why FanCode was built — the only platform made sports-fan-first, not soap-opera-first. Want flexibility? We’ve got à la carte pricing and packaging: grab just the match, the tour, the weekend, or the whole season—no hostage-style annual bundles required. Need variety? We own the hard-to-find rights—F1, Motogp, SENA Cricket, AFC knock-outs, you name it. Craving an edge? Get real-time stats and fantasy intel while you watch, perfect for dialling in that Dream11 lineup. And when your team triumphs, our instant merch drops let you snag the jersey before the trophy photos even hit Instagram.

One app, zero drama. Can't find your match anywhere? It's on FanCode. Sports done right.

Introduction

Most OTT apps in India are built for entertainment first, sports second. FanCode flips that. It’s made for fans who want their sports upfront — live matches, real-time stats, fantasy insights, merch — without digging through soap operas and reality shows.

Current State of FanCode

FanCode has hit over 30 million downloads and is scaling fast. It’s moved past proving itself — now it’s about grabbing more fans, sports, and screen time. Cricket leads the charge, but F1, football, and other sports are building real momentum on the platform.

Key Assumptions & Context

• FanCode has hit product-market fit by focusing on à la carte pricing and serving niche sports fans, by not chasing mass-market cricket
• It doesn't get into a bidding war with the likes of JioHotstar & SonyLiv on high-value content acquisition. Deep-diving into the long tail of sports has built a sticky, loyal user base that’s underserved elsewhere
• Right now, FanCode is in early scaling — the focus is on building awareness, driving organic growth, and widening reach without burning crazy amounts of cash
• The next 12–18 months are about 2–3x user growth, driven by better distribution, acquisition, and doubling down on what niche fans love

Designing Acquisition Channel

FanCode is early scaling, so we want channels that are cost-efficient, scalable, and compound over time — not ones that burn cash too fast

​

Priority Order

1. Organic (SEO)
2. Referral Program
3. Product Integration
4. Social Media Virality
5. Paid Ads (Based on the content)

FanCode’s acquisition strategy focuses on building sustainable organic channels first, activating fan-driven referrals second, scaling through trusted integrations third, amplifying reach via earned social content, and using paid ads only where direct ROI is clear

Understanding your ICP

FanCode isn’t built for a “one-size-fits-all” sports fan. Its users include hardcore fantasy players, working professionals with limited time, price-sensitive college students, merch-driven superfans, and loyal regional followers. What ties them together is the need for flexible, focused, and fan-first sports experiences, not bloated entertainment platforms.

5 Potential ICPs

Prioritized ICPs:

Sunil

(25–34, Male, Metro, ₹12–45L salary)

Reason:

• Affordable monthly passes are a no-brainer for him
• Needs quick, clean access to live sports without digging through OTT clutter
• Watches cricket, F1, EPL — drives higher event-pass purchases
• Talks about apps, fantasy, and sports constantly in his friend groups

Sandesh

(28–35, Male, Tier 2/3, ₹1–5L salary)

Reason:

• Logs in almost every day to check stats and updates
• Want control over each match he wants to watch
• Tired of juggling apps — wants one clean, fast fantasy-ready source
• Shares tips, tools, and wins in WhatsApp groups and fantasy leagues

What the product is:

FanCode is a sports-first digital platform for Indian fans, offering live match streaming, real-time sports stats, fantasy insights, and authentic merchandise — all in one place

What are its features:

• Live Streaming Anytime, Anywhere - Watch cricket, F1, football, and more, with exclusive rights for niche tournaments
• Pick-and-Play Pricing - Buy a single match, a tour, or an annual pass — no forced bundles
• Real-Time Stats & Fantasy Tools - In-depth player stats and fantasy tips during live matches
• Official Merchandise Store - Buy team jerseys and sports gear directly on the app
• Regional Language Support - Commentary and content available in Hindi, Tamil, and more

Market Context:

Indian sports fans have exploded across formats — cricket, F1, football, kabaddi — but digital platforms haven’t kept up. Traditional OTTs focus mainly on entertainment, and sports fans either get sidelined or are forced into expensive, bundled subscriptions. There’s a growing demand for flexible, fan-first, sports-only experiences, especially among younger, mobile-first audiences

With emerging sports like Pickleball and Padel gaining traction, streaming platforms need to stay deeply tuned in to evolving fan interests — something that’s largely missing today

User Behavior Shifts:

Fans today aren’t just passive viewers — they’re gamers, merch buyers, fantasy players, and content sharers. They expect control, personalisation, and value. They don’t want to be locked into annual subscriptions or juggle five apps just to follow their favorite team or sport

​Understanding Core Value Proposition

What is the problem being solved by your product? (Core Value Proposition)

FanCode gives Indian sports fans total control over what they watch, when they watch it, and how they experience it — with flexible pricing, exclusive sports rights, real-time stats, and access to authentic merchandise

FanCode is the one-stop app for Indian sports fans who want flexibility, authenticity, and a pure sports experience without paying for junk they don’t care about

Core Product Flow

New User

User Discovers FanCode -> Downloads App -> On-boarding screen with currently live sports & tours -> Taken to live match (Free trial playing) -> Nudged to make purchase (Match Pass pushed; Low price; highest likelihood of transaction) -> Complete payment -> Enjoy Match

Repeat User

Open App -> Navigates to match of interest -> Proceeds to buy a pass -> Selects a pass -> Complete payment -> Enjoy Match

Basic competitor analysis

Macro Market Understanding

Sports consumption is exploding

India now has over 800M internet users, and a huge chunk is consuming live sports digitally. Cricket still leads, but there’s real momentum in F1, football, kabaddi, and even niche plays like pickleball and padel.

Fantasy gaming has gone mainstream too, with 180 M+ fantasy users, making fast, real-time sports data more valuable than ever

Most of this is happening on mobile. OTTs have officially replaced cable TV for under-35 sports fans

Tailwinds pushing FanCode forward

Data is cheap, smartphones are everywhere, and fans are hungry for more than just India cricket matches

Fans want direct-to-fan access — jerseys, merch, player drops — without paying mall markups or waiting for TV broadcasters

Fantasy players now expect match stats, player performance trends, and fantasy projections to be available while they watch, not 30 minutes later

Regional content is blowing up too — Hindi, Tamil, Marathi commentary has gone from “nice to have” to “bare minimum” for real reach

Headwinds

The “everything should be free” mindset post-JioHotstar is real. Users are getting conditioned to not pay for sports content unless it’s a must-watch

Top-tier media rights are locked up by giants like Sony, and Reliance. FanCode has to win the long tail and the hardcore fans, not the mainstream cricket tourist

Piracy isn’t going away anytime soon. Illegal streams still flood YouTube and Telegram during every mid-tier tournament

Even today, ₹300–₹500 for a sports pass isn’t an automatic buy. Pricing and perceived value have to feel razor sharp for casual fans

Conclusion

Sports fandom in India is getting bigger, younger, and way more demanding

Fans want control, flexibility, and value, not bloated entertainment bundles

FanCode fits exactly where the future is heading — but it has to scale smart, fast, and stay laser-focused on the real fan

TAM, SAM & SOM

Approach Chosen: Top-Down

Chose a top-down approach because FanCode is entering an established market—digital sports streaming in India—rather than building a completely new category. This method helps us quickly understand the market potential, drill down to realistic segments, and avoid optimistic assumptions

Total Addressable Market (TAM)

Started with India’s total digital sports viewership. Out of roughly 800 million internet users, about half (~400 million) regularly consume digital sports content.

Assuming a conservative average annual spend of ~₹1000 per user—including event passes, subscriptions, fantasy-related purchases, and merchandise—the total addressable market becomes:

• TAM = 400 Mn users × ₹1000 per user = ₹400 billion

Serviceable Available Market (SAM)

For SAM, I narrowed down to the segment most relevant to FanCode: younger, digitally active users (18–35), who are more comfortable paying for flexible sports content, fantasy gaming, and merchandise

Estimating that this group accounts for roughly 30% of the overall digital sports audience gives us:

Revenue: SAM = 30% of ₹400 billion = ₹120 billion

Users: ~120 Mn

Serviceable Obtainable Market (SOM)

Given the ICPs chosen, for the SOM calculation, I took a realistic view considering FanCode’s current early scaling stage, competition, and market conditions. Capturing around 40% of the serviceable segment (Users like Sunil, Rohit) within 2–3 years is achievable given FanCode’s existing traction and differentiation.

Revenue: SOM = 10% of ₹120 billion = ₹12 billion

Users: ~12 Mn active users

Current State based on available data

FanCode has around 30 Mn downloads across the App & Play store. We can approximate their monthly active user base to be ~3 Mn. This is inline with the SOM and target for FanCode to scale 2-3x in the next couple of years

Since the company is in the early scaling phase and user growth is the priority, the ARPU target could be around ~₹350

Final Targets (2025)

Users: 7Mn active users

Revenue: ₹2.5 Bn

Why This Approach Works

The top-down approach keeps FanCode’s growth targets practical. Instead of starting with overly optimistic assumptions, it provides a realistic market view, grounded in actual consumer behaviour and spending patterns. This helps in planning precise acquisition strategies and avoids unrealistic revenue expectations

Organic Channel

Why pursue the Organic channel for FanCode

Organic search taps into fans already seeking sports content, stats, merchandise, and live streams

Owning these moments early and repeatedly builds high-intent, low-cost acquisition compounding over time

User interest in sports, social gatherings and media already generates awareness for a lot of sporting events that FanCode captures. All FanCode needs to do is tap into the pre-existing interest and smooth sail through their early scaling phase

For organic strategy, we’ll focus only on Pull users — fans already searching for things FanCode can solve

What am I prioritising and why?

First up — live streaming search queries. These are gold. If someone’s actively looking for where to watch a match, and FanCode has the rights, we should be ranking highest. The only real competition is Crickbuzz or some scoring apps — no one else is solving the “where to watch” pain cleanly. So, during every marquee tour or event, I’d double down here

Next, I’d go after match info and schedule searches. This is for fans who are planning — they’re already interested in the event, and if we show up early with fixtures, formats, and links to watch, we can guide them straight into our product

Then comes the event-based spike stuff — like when someone searches “AFC final live stream” or “F1 Abu Dhabi GP watch online.” These spike hard and fast, but they’re super high-intent. If we’re SEO-ready ahead of time

Niche sports is more of a slow burn. We’ll keep picking up those users naturally as we cover more events and drop regular content. It’ll compound over time

Identify complementary products used by your ICP

Sports Scoring Apps

Google Search

Fantasy & RMG Apps

Food Delivery

Payment Apps

Social Media Apps

Selection framework

Since there is already an integration in place with Dream11. I will go with Cricbuzz as an example.

Internal CricBuzz x FanCode Pitch

Map the customer journey

-> User opens the Cricbuzz

-> While checking scores of the match he/she is interested in, they discover the “Watch Live”

• Organic search/intent being capitized on; highest likelyhood of intent to watch

-> After clicking Watch Live, the user is auto-logged into FanCode through backend integration

• Makes it easier for the user to start consuming content

-> Selects the pass he wants to buy & pays, all while watching the free trial of the match

• Gives the user exposure to FanCode's USP to add authenticity and trust

-> Watches the live match without ever leaving the Cricbuzz app

• FanCode's video player in the Cricbuzz app with overlays and real time highlights

FanCode gains a new registered user and a transactor, all through a native flow

Design the wireframe

Here are wireframes of the match detail screen and streaming tab for Cricbuzz (These are screenshots of a working prototype 😆)

Run pilot tests before launching

Run 3 usability studies with 5-7 users each for the following cohorts:

1. FanCode + CricBuzz Users (FC advocates)
2. CricBuzz Users
3. New CricBuzz Users

Measure post-integration metrics

1. Number of CricBuzz Users Landing on Content that FanCode is streaming (H: 13Mn)
2. Number of users landing on the "Streaming" Tab (H: 520k)
3. Number of logged-in users (H: 130k)
4. Number of Transactors (H: 16k)

A funnel across these 4 steps will help identify how the integration is performing and where improvements need to be made

User Journeys with Ideal Touch Points for Referral

(Includes bragablility & USP + Suggested Prompt with reasons)

1. Post Pass Purchase Journey

• Touchpoint:

The success screen immediately after a user purchases a Match Pass, Tour Pass, Monthly or Annual Subscription on FanCode.

• USP to Highlight:

“Pick and Pay Only for What You Love” FanCode’s à la carte flexible pricing.

• Referral Prompt:

Enjoying the match you chose? Bring your friends and earn free passes!”

• Why Here:

The user has just realised the power of flexible viewing — they are in a “high control” mindset and proud of their choice. Perfect moment to brag/share

2. Post Match Viewing + 5-Star Rating Journey

• Touchpoint:

After a user finishes watching a live match on FanCode, they are asked for feedback — either on the app experience or the specific content (match, stream quality, etc)

• Conditional Flow:
• • If the user gives a 5-star rating - Trigger Referral Prompt
  • If less than 5-star → Route to feedback capture (no referral push)
• USP to Highlight:

“Great Streaming Experience — Seamless, Reliable, Fan-First.”

• Referral Prompt Copy:

“Loved watching your game live? Share the experience and get rewarded with free matches!”

• Why Here:

A 5-star rating signals maximum satisfaction and trust — the user is emotionally primed to recommend FanCode.

3. Post Stat Consumption Journey

• Touchpoint:

After a match ends, if the user has interacted with FanCode’s real-time stats, fantasy insights, or match data during the game — when they return to the app, show a quick nudge asking:
“Did FanCode’s insights help you today?”

• Conditional Flow:
• • If the user taps “Yes” - Trigger Referral Prompt
  • If “No” → Thank them, no referral push.
• USP to Highlight:

“Real-time Stats and Insights — Your Edge in Every Fantasy Game.”

• Referral Prompt Copy:

“Smarter picks = Bigger wins. Help your friends get the FanCode fantasy advantage too — and unlock rewards!”

• Why Here:

Positive fantasy outcomes create dopamine. Users are more likely to share tools that helped them win — especially with their fantasy playing friends.

Referral Discovery

• Post-Purchase Success Screen: Prompt users right after buying a pass — high satisfaction moment
• Profile Section: Always-on “Refer & Earn” card for users exploring their profile settings
• Homepage (After Match Exit): Show a lightweight banner after user returns from a match stream (rating/review nudge)
• Push Notifications: Occasional nudges during tournaments or personal milestones to remind and trigger referrals

Referral Rewards & Continuation Loops

User Type 1: Subscription Users

Base Referral Reward

• Who: Users who already have a Monthly or Annual Subscription on FanCode
• What the Referrer Gets:
• • When they refer a new user who transacts, the referrer gets:
  • • A 30-day extension of their current entitlement
• What the New User (Referee) Gets:
• • 50% off on their first transaction — either a Match Pass, Tour Pass, or Monthly Pass
• Messaging Example:
• • “Share FanCode with your friends! They get 50% off their first match, and you get 50% off your next month!”

Continuation Loop (Milestones)

• After their first successful referral, Subscription Users enter a milestone-based system
• Milestone Rewards:
• • 3 Successful Referrals:
    ➔ +6 Months Subscription Free (doubling their current active plan).
  • 10 Successful Referrals:
    ➔ +2 Years Subscription Free + Choice of Any FanCode Official Jersey.
• Ongoing Nudge:
• • “You’re just 2 friends away from 6 extra months of free FanCode access!”

User Type 2: À La Carte (Match Pass) Users

Base Referral Reward

• Who: Users who purchase only Match Passes or Tour Passes, not on active subscriptions
• What the Referrer Gets:
• • Earn DreamCoins worth 50% of the first transaction amount of the referred user
  • DreamCoins can be used across FanCode and Dream11 for purchases
• What the New User (Referee) Gets:
• • A 50% discount on their first purchase (same as subscription flow)
• Messaging Example:
• • “Refer your friends! They get 50% off their first match — you earn DreamCoins worth half of what they spend!”

Continuation Loop (Leaderboards and Milestones)

• After the first referral, À La Carte users join a milestone-based system
• Milestone Rewards:
• • 5 Successful Referrals:
    ➔ Bonus ₹1000 worth of DreamCoins.
  • 20 Successful Referrals:
    ➔ Mega Bonus ₹10,000 worth of DreamCoins.
• Ongoing Nudge:
• • “You’re 3 friends away from ₹1000 DreamCoins — unlock more matches, gear, and fantasy boosts!”

Referral Sharing Experience

Primary Sharing Channel: WhatsApp

• WhatsApp will be the first and primary Call-To-Action (CTA) for sharing.
• When the user completes a qualifying action (pass purchase, 5-star review, fantasy stat confirmation), a contextually crafted referral message will be generated on the referral page
• Clicking the WhatsApp CTA will open the app directly with the pre-computed, customized message ready to send
• The message will adapt based on the user’s action just before sharing (e.g., watching a match, winning in fantasy)

Example Flows & Copy are listed above in earlier sections

Secondary Sharing Option: Copy to Clipboard

• A “Copy to Clipboard” button will also be provided for users who prefer to share on their own social media
• When clicked, the referral message will be tailored more for broadcasting publicly rather than 1-on-1
• This version will be framed like a social media post, focused on building awareness and social proof.

Example Flows & Copy are listed above in earlier sections

Project Summary (TL;DR)

FanCode has nailed product-market fit by focusing on flexible, fan-first sports streaming

The next 12–18 months are about scaling smart: prioritise organic SEO, activate referrals at key user moments, drive high-intent partnerships (like Cricbuzz), and build momentum without burning cash.

Every move doubles down on what hardcore sports fans already love about FanCode: control, niche access, and a pure sports experience