One-Day vs. Season-Long Fantasy Players
Is there a Difference?
January 2015
Introduction
Danielle MacLean,
Director, Fantasy Sports
CBS Sports
Nigel Eccles,
CEO FanDuel
Methodology
FSTA IPSOS Study
FanDuel demographic study
FanDuel customer
insight study
FanDuel brand
tracking study
n
1,209
4,778
6,169
1,314
timing
5/14/14-5/19/14
11/24/14-12/1/14
8/5/14-8/8/14
12/1/14-12/18/14
methodology
Online interviewing
methodology
•  Surveyed active
players via online
interviewing
methodology
•  $250 Freeroll
incentive
•  Surveyed active
players, lapsed
players, and nondepositors
•  $250 Freeroll
incentive
•  Surveyed active
players and nonFanDuel playing
fantasy players
•  $5 incentive
Growth of Season-Long fantasy sports
Total players (millions) 45 40 35 30 25 20 15 10 5 0 2005 2006 2007 2008 2009 2010 Season-­‐Long Source: IPSOS Public Affairs 4
One-Day vs. Season-Long | January 2015
2011 2012 2013 2014 Fantasy sports=the killer app for fans
Built around getting
fans together to
compete while
following sports,
Fantasy Sports was
destined for growth
5
One-Day vs. Season-Long | January 2015
Sports
Buddies
Competition
Then, five years ago, One-Day exploded onto the scene
Total FanDuel paid acEves 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 2009 2010 2011 One-­‐Day Source: FanDuel user base 6
One-Day vs. Season-Long | January 2015
2012 2013 2014 One-Day users are fairly similar to Season-Long users
Gender
Age
Season-Long
One-Day
Season-Long
One-Day
78% male
95% male
25-34:
34.0%
25-34: 39.2%
HHI
Education
Season-Long
One-Day
Season-Long
One-Day
$77k/year
$93k/year
78% college
educated
85% college
educated
Source: IPSOS Public Affairs, FanDuel demographic study 7
One-Day vs. Season-Long | January 2015
About 17% of One-Day players don’t play Season-Long
Play Season Long 82.8% 17.2% yes Source: FanDuel demographic study, “Do you play traditional season long fantasy sports?”
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One-Day vs. Season-Long | January 2015
no 56% of those who don’t play Season-Long have been recruited by One-Day
Play Season Long Season long behavior 82.8% 17.2% yes I have never played New users being brought into the fantasy universe 56% no Source: FanDuel demographic study, “Which of the following statements best describes your relationship with traditional season long fantasy sports?”
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One-Day vs. Season-Long | January 2015
Whether you play Season-Long or One-Day, customers are looking for more excitement
C.4: What are all the reasons you play each type of fantasy sports?
Demand Drivers Season Long and One-­‐Day 69% 68% 73% 72% 71% 66% 63% 64% 59% 58% 55% 50% 43% 24% 58% 46% 25% 17% For the excitement A way to make watching games more fun and interesEng A way to make money I love the compeEEon Just a hobby/
I like the flexibility I love to do A social acEvity to I love the rituals of something to do research on players do with friends my league group staEsEcs Season long Source: FanDuel brand tracking study 10
One-Day vs. Season-Long | January 2015
One-­‐Day But, each product offers distinctive secondary value that customers love
Demand Drivers Season Long and One-­‐Day 69% 68% 73% 72% 71% 66% 63% 64% 59% 58% 55% 50% 43% 24% 58% 46% 25% 17% For the excitement A way to make watching games more fun and interesEng A way to make money I love the compeEEon Just a hobby/
I like the flexibility I love to do A social acEvity to I love the rituals of something to do research on players do with friends my league group staEsEcs Season long Source: FanDuel brand tracking study 11
One-Day vs. Season-Long | January 2015
One-­‐Day Ultimately, playing One-Day Fantasy makes watching sports more exciting
What is the primary reason you play One-Day Fantasy Sports?
31.8% 20.4% 18.7% 13.3% 8.7% Excitement
Competition
Strategy
Profit
Gambling
6.2% Reset
4.6% None of the above
Source: FanDuel Customer survey 2014. N=5,760
Excitement = Having a fantasy team to follow makes watching games more exciting; Strategy = I love drafting players and the strategy that goes into picking a team;
Competition = I love to compete and win - this gave me a chance to do that; Profit = To make a profit/supplement my income; Gambling = It felt like gambling to me and I
like that; Reset = I like having the ability to reset my team everyday; None of the above = None of the above specifically, but FanDuel seemed like fun
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One-Day vs. Season-Long | January 2015
So, the One-Day player responds with increases in overall sports consumption
How, if at all, has playing daily fantasy sports changed the amount of 7me you spend doing the following? Total increase 55% 20% 67% 66% 64% 29% 27% 31% 36% 33% 36% 35% 35% 38% 42% 32% 2% 1% 1% 1% 0% 1% 0% 0% Watching sports-­‐related Watching games Reading sports news/ Using apps to shows, not games, on TV n=842 commentary online or follow the games n=842 in magazines n=842 n=842 Significantly decreased Somewhat decreased Source: FanDuel brand tracking study Dec 2014
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One-Day vs. Season-Long | January 2015
Stayed the same Somewhat increased Significantly increased One-Day fantasy offers a casual and fun way to be a part of the game
$25
median
deposit
62%
of entries are for $1 or $2
Source: FanDuel user base study
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One-Day vs. Season-Long | January 2015
A night at the movies…
…while eating a candy bar
Which fits with their existing gaming – not gambling – behavior
51.6%
play video games on a console
>
19.0%
play online poker games
Source: FanDuel demographic study, “Please select all the following types of games that you play”
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One-Day vs. Season-Long | January 2015
Four critical insights about One-Day Fantasy Sports
1.  Introduces new users to fantasy
2.  Delivers new customer value to the
fantasy sports industry
3.  Enhances the overall excitement of the sports experience
4.  One-Day Fantasy sports increases
users overall sports consumption
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One-Day vs. Season-Long | January 2015
Questions?