Assessing the Impact of Upselling in Online Fantasy Sports

TL;DR

It is indicated that increased upselling intensity improves user deposit metrics and concurrently diminishes user satisfaction and conversion rates.

Abstract

This study explores the impact of upselling on user engagement. We model users' deposit behaviour on the fantasy sports platform Dream11. Subsequently, we develop an experimental framework to evaluate the effect of upselling using an intensity parameter. Our live experiments on user deposit behaviour reveal decreased user recall with heightened upselling intensity. Our findings indicate that increased upselling intensity improves user deposit metrics and concurrently diminishes user satisfaction and conversion rates. We conduct robust counterfactual analysis and train causal meta-learners to personalise users' upselling intensity levels to reach an optimal trade-off point.

Figures (2)

• Figure 1: Recall and Revenue Uplift Across Variants
• Figure 4: Personalised Upselling Model