From a side project to a promising gaming startup in fantasy football
What began as a “buddy project” for Martin Jaglin, Grégory Rota, and Benjamin Fouquet when they launched Mon Petit Gazon (MPG) in 2011, has now become a promising startup with now 15 employees.
Martin Jaglin, President of MPG, explains how the team decided to create a game to allow users to experience being in the shoes of virtual coaches and play a league with their friends or colleagues. “The fantasy football market is not as big in France as it is in England or the US. So the idea we had with MPG was to liven up our players’ week. We wanted them to joke every Monday morning with their friends on WhatsApp about the winners and losers of their MPG league” says Jaglin.
MPG’s popularity grew during the FIFA World Cup 2018 thanks to another free prediction app they developed called ‘Mon Petit Prono’ which gained up to 850,000 users during just one month. “Our main source of acquisition has been the product experience. We’ve been growing organically for years without having spent on advertising in France, our 1.6 million users come to us from word of mouth.” adds the President.
Ensuring deliverability to maintain contact with a growing fan base
Communicating to a growing fan base represented a challenge for the team of MPG, especially in terms of deliverability. For this reason they needed to start using segmentation of their contact lists by championship and by language, while maintaining their particular tone of voice.
“We needed to segment our communication with very different positioning per channel in order not to be redundant whether it’s email, push notification, in-app alerts, or social media. We use Facebook for big announcements, Twitter for delivering news, Instagram for the nice visuals, push notifications for in-game reminders, in-app alerts for product information….” details Jaglin.
Leveraging automation to reinforce the close relationship with their audience
Shortly after they started using the Sendinblue platform, MPG went on to exploit the benefits of the automation feature. With the international expansion of MPG, the team needed to ensure that their specific humorous tone of voice would be maintained across all markets.
“Automation has allowed us to be in touch at all key moments in a player’s life cycle. This is very important for us since the game is full of stages: account creation, joining a league, composing a team, activating options, seeing your results, etc… “ adds Jaglin. “And even if these messages are automated, we can keep the same warm tone, that characteristic familiarity… we avoid those unnecessary 2-line intros or ready-made formulas. Same for the subject lines, we write our users the same way we would write to our friends so that they want to read what is inside” concludes.
Their weekly newsletter has become a real tradition amongst their 100,000 subscribers
As of today, the team of MPG is proud to have around 100,000 active readers.
The team of Mon Petit Gazon has unlocked the power of email marketing by making their newsletters a real tradition amongst their target audience, and proof of this is their Thursday newsletter, which is particularly popular and has an average open rate exceeding 35%. Besides this, this communication has a large rate of multiple openings, which is often a sign that the email has been forwarded.
This proximity created by the team with their audiences generates a large number of responses as well “It’s part of the game and one of our promises! We respond to each one of the thousand messages we receive on a weekly basis, event if it takes a long time. It’s part of the MPG experience, to chat with the team behind the game” concludes the President.
Mon Petit Gazon is a French fantasy football application created in 2011 by three friends, initially as a side project. After seeing the success of the game with a growing audience, the founders began a crowdfunding project in 2016 to quit their previous job and later raise funds in 2018 to expand the team and grow in Spain.
- Industry: Gaming
- Company Size: 15 employees
- Location: Paris, France
- Website: mpg.football
- Plan: Enterprise
Martin Jaglin, Co-founder and President of Mon Petit Gazon
“We've been saying for 20 years that ‘a newsletter is so 2000’, but it’s still here. We managed to create a weekly tradition that allows us to have more interaction with our users than our social networks."