FanDuel launched its tailor made platform in the UK

FanDuel was founded in Edinburgh but has operated mostly in the US.

FanDuel’s launching coincides with the start of the 2016-17 football season.

UK.- FanDuel has launched a UK-centric DFS offering just in time with the kick off of the 2016-17 football season. Although FanDuel was founded in Edinburgh, it has been immersed in the daily fantasy sports (DFS) explosion in the US for the past five to six years.

Now, Fanduel bets on the emerging UK market, through the release of its football product to coincide with the start of the Premier League season. Fanduel’s content was crafted specifically for the UK market.

“We felt our US product wouldn’t necessarily be the right means to enter the UK so we took the time to build a product that was authentic to the UK market and accessible and intuitive for UK football fans,” said Karol Corcoran, director of international marketing at FanDuel. “It’s funny to think that FanDuel is a British company and a household name in the US but not in the UK. So throughout the Euros and now for the launch we are looking to get our brand and product out there and acquire users by targeting football fans.”

“If we are going to succeed as a fantasy product, it needs to build on some of the expectations around fantasy products that exist in the UK – flexible formations, 11 players, and the player prices and entry fees in pounds,” added Corcoran.