FanDuel to make its UK launch in August
Operator says product was built from scratch for a UK audience
FanDuel is planning to launch its UK product in early August in time for start of the new Premier League season, eGaming Review has learned.
The product will be football-only, having been built from the “ground up” specifically for a UK audience, according to the firm’s director of international marketing Karol Corcoran.
“We’re taking a different approach [to DraftKings],” said Corcoran. “The task we set ourselves was to build a new product that’s authentic for UK customers and that resonates with the UK market. We’re building that product up from scratch in our Edinburgh office.”
Corcoran said the new game would draw on the existing FanDuel format as well as UK season-long fantasy games, with a new approach to scoring that takes into account more of a player’s performance than headline stats like goals and assists.
“From the high level you’re still going to be selecting a football team, and staying under a budget, but the way it’s presented and the game mechanics are something we’ve really focused on. It’s much more reflective of football than the current game, where if your player doesn’t score or get an assist you don’t get any points,” Corcoran said
The UK game focuses solely on the Premier League and was built as a mobile-first product to reflect the differing demands of the UK audience.
“We think the vast majority of our users will download and play our products using the app,” added Corcoran. “The mobile sector is an area where fantasy is not as well served as it could be.”