CrickPe: Ashneer Grover’s Latest Venture Enters the Fantasy Cricket Market

Ashneer Grover’s Third Unicorn Launches Fantasy Cricket Platform ‘CrickPe’

Third Unicorn, the latest venture of ousted BharatPe co-founder and MD Ashneer Grover, has filed a trademark application for its new fantasy cricket platform called CrickPe. The application includes the brand name ‘CrickPe’ and its logo, which were filed on January 28, 2023, and are currently under review by the Trademark Registrar Office. The new platform promises to allow users to compete with friends and real cricketers, although the app is still a work in progress and the website is currently unfinished.

CrickPe’s Features and Services

The services offered by CrickPe include “creating an online community for registered users to participate in the administration of sports competitions and fantasy sports competitions and related operations, voting, auctioning, coaching, play calling, contract negotiations, salary negotiations, player trades, and player drafts.” CrickPe’s website reveals that the platform will be available on Android and iOS and will allow users to compete with real cricketers and reward them directly for their performance. Users can also compete with their friends on the platform, as they do on other fantasy sports apps.

Trademark Status and Vienna Codification

It is important to note that the company has not yet received the trademark for CrickPe, and the application has been sent to Vienna Codification for review. Vienna Codification is used for non-text trademark applications that contain a logo or artwork. The registry assigns a Vienna code to the trademark application, enabling trademark searches to be conducted for logos or artwork. The registration process includes an examination, formalities check, public caution, and finally registration.

Competition and Challenges

CrickPe will be competing in a crowded fantasy cricket landscape in India, with platforms like Dream11, MPL, Games24x7’s my11circle, and others. However, customer acquisition in this space is driven largely by high marketing spending, which has proven difficult for startups in recent months. For instance, ShareChat recently shut down its fantasy gaming platform Jeet11, leading to the layoffs of 100 employees at the social media unicorn.

Personal Challenges

The launch of CrickPe comes at a time when Ashneer Grover is facing personal challenges, including legal battles against BharatPe for alleged financial irregularities and defamation, and against BharatPe co-founder Bhavik Koladiya over ownership of shares in the company. The app is being developed by NetSolutions India Private Limited, which also developed apps for BharatMove, the B2B retail tech company founded by Shwetank Jain, the brother of Ashneer’s wife, Madhuri Jain Grover. Interestingly, the CrickPe name is closely linked to BharatPe, which had already launched a trademark claim against PhonePe for the usage of the suffix ‘Pe’. It remains to be seen whether CrickPe will also face similar pushback over the suffix, given Grover’s former ties with BharatPe.

Conclusion

Despite the challenges, Ashneer Grover’s Third Unicorn is moving forward with its latest venture, CrickPe. The platform promises to offer users a unique experience of competing with real cricketers and rewarding them for their performance. However, it remains to be seen whether CrickPe will be able to compete effectively in the crowded fantasy cricket space in India and whether it will receive the trademark for its name and logo.