Exclusive: FanDuel named as most valuable online gambling brand in new independent rankings
Research conducted by Brand Finance places the Flutter Entertainment-owned operator ahead of US rivals DraftKings and previous number one bet365
FanDuel has been named as the most valuable online gambling brand in the world by Brand Finance, EGR can exclusively reveal.
This year’s Brand Finance’s rankings of the globe’s top gambling firms based on brand value marks the fifth from the independent London-based consultancy.
FanDuel saw its brand value saw rise 67% to $5.6bn from 2023’s value of $3.4m as the Flutter Entertainment-owned operator displaced bet365 at the top of the online pecking order.
The rankings, which are informed by an in-house methodology devised by Brand Finance, which can be read here, put FanDuel streets ahead of its nearest competitor DraftKings.
However, DraftKings has emerged as the fastest growing brand in the industry according to Brand Finance research, with its value more than doubling since 2023 to $3.2bn.
The research found a “substantial increase in both consideration and familiarity for DraftKings, in parallel to the company’s reports of strong revenue growth”.
Elsewhere, online giant bet365 saw its brand value slip from $4bn to $2.9bn to put it in third place behind the two US heavyweights.
Behind the three leaders, Brand Finance reported William Hill in fourth place with a brand value of $866m and Australia-facing Flutter brand Sportsbet in fifth with a brand value of $853m.
Alongside brand value, Brand Finance has also produced a Brand Strength Index as a matrix to compare companies against one another.
The full rankings, which feature 25 companies, also include land-based casino giants, with Marina Bay Sands named as the most valuable brand in the industry at $6.1bn.
Other land-based brands to make the list include Wynn Resorts, Caesars and MGM Resorts.
While those three companies do have online divisions, Brand Finance’s rankings included their land-based legacies as a differentiator when listing leading online brands. Online operations were taken into account for these companies but the top ‘online’ companies were split from land-based casino giants for simplicity.
There were also spots for suppliers in the shape of IGT, Aristocrat and Light and Wonder in the top 25.
N.B The Brand Finance rankings are independent and are not associated with, nor do they have any bearing on, the EGR Power 50, EGR Power Affiliates or EGR Power US rankings. For further details on those rankings please email egrpower@egr.global