FanDuel Rebrands, Launching Season-Long Game

With the busiest time on the fantasy sports calendar just around the corner, today FanDuel announced that it is stepping beyond DFS.

As part of a wide-scale rebranding that includes a new-look and prominent placement of a players “Bill of Rights”, the daily fantasy industry co-leader will also launch its first season-long fantasy product later this month, just ahead of the 2016 NFL season.

The first contests of the NFL season are also now live in the revamped FanDuel lobby. The largest is the $2M Sunday Million, a $25-entry GPP with a $200K top prize. That’s down sharply from last season when it came with a $5 million pool and a $1M jackpot in Week 1, giving us some sense of how the industry has changed over the last 12 months.

“The past year has been tumultuous for this industry but FanDuel has emerged stronger than ever and we are ready to lead the industry forward,” said FanDuel CEO and co-founder Nigel Eccles in a press release. “The new FanDuel brand reflects our commitment to transparency, innovation and enhancing the user experience. We are confident it will showcase what we have to offer all sports fans.”

Eccles will be speaking with RotoGrinders’ Dan Back on today’s Daily Fantasy Fix, which will be available this afternoon.

FanDuel’s season-long variant is more a blend of DFS and traditional fantasy sports than a full-fledged departure from the daily game. Dubbed “Friends Mode,” the feature will allow FanDuel users to compete against a group of leaguemates in DFS contests in each week of the NFL season. Further details are forthcoming, as Friends Mode becomes available later this summer.

And with football season looming, expect the marketing to ramp back up. Last season, the inundation of DFS ads was unavoidable during NFL games and the subject of much derision. Some, including a U.S. Congressman, even blamed them for the cascade of legal issues that enveloped the industry in the last of quarter of 2015 and first half of this year.

Nonetheless, FanDuel says it’s going to promote itself, albeit with a tweaked message. Whereas ads of the past put emphasis on big money, the company says its new campaign will focus on the “enriching emotional experiences associated with sports.”

“FanDuel players understand that the greatest benefits of fantasy sports are the camaraderie, competition and excitement it adds to the sports fan experience, and this marketing campaign highlights those benefits,” the press release reads.

The company also introduced its Bill of Rights, which aims to “keep players informed of the company’s commitments to them.” Most items included in the Bill of Rights, including a ban on third-party scripting and the implementation of beginner contests, won’t be news to daily grinders who play year-round, but may be to those who focus on football only.

Many of the items enumerated have become standard around the industry in recent months as numerous states have passed regulatory legislation that requires DFS sites to mark experienced players and offer contests which exclude them.

Additionally, FanDuel has redesigned its web and mobile platforms and introduced a new logo. While the look and color scheme is new, users will find that the functioning of the lobby is largely familiar.

As part of the announcement, FanDuel also said it will be launching the UK soon, but further details were not immediately available.

About the Author

  • Brent Holloway (bholloway)

  • Brent Holloway is a freelance writer based in Georgia who got into his only live final with a press credential instead of a qualifying spot. He’s been covering everything from from youth sports to the NFL for the last 10 years, with recent stops at the Atlanta Journal-Constitution and DailyFantasyTalk.com. Contact him at brent@rotogrinders.com or @thebholloway on Twitter.

Comments

  • KillaChap

    It’s awful. It looks as cartoonish as DK’s website.

  • JinnRikki

    It’s very pedestrian to the point of boredom. I hope I can stay awake long enough to put in my lineups. I think a couple of cartoon characters might liven it up some…

  • Fantasyfun83

    lol, it’s not that bad.. meh I have nothing else to say. Cheers

  • theseige

    • 2015 DraftKings FFWC Finalist

    • x2

      2016 DraftKings FBBWC Finalist

    Hey Fanduel, it says 500 at 10 and below in text but says 25 and below in tables, can we get a clarification?

  • MARJAC

    • 2015 FanDuel CFB Playboy Mansion Finalist

    Our Bill of Rights should include the right to have college football dfs. Show some spine!

  • DanTos22

    The light blue….it’s killing my eyes!!

  • Gopackgo30

    Love it!

  • toxx6878

    they literally just changed the color scheme and the logo and dudes still crying lol

  • ElwoodB

    Late swap?

    If not, piss off!

  • troveur

    @theseige said...

    Hey Fanduel, it says 500 at 10 and below in text but says 25 and below in tables, can we get a clarification?

    No clarification needed because both are correct. Read more carefully.

  • sochoice

    • 2017 DraftKings FBWC Finalist

    • 2017 FanDuel WFFC Champion

    Good to see Fanduel is spending money on features that will help game play and their customer base and expand the payoff structure of games. Oh wait….

  • madmanjayWV

    @KillaChap said...

    It’s awful. It looks as cartoonish as DK’s website.

    Fantasy Draft -esque?

    Sometimes it takes “TIME” to get used to “NEW THINGS” — just rough to look @

  • madmanjayWV

    @MARJAC said...

    Our Bill of Rights should include the right to have college football dfs. Show some spine!

    Preaching to the CONVERTED

  • rjkvet88

    Love the effort from Fanduel to enhance customer experience, but I do already miss that fanduel green I’ve grown to love. Something a little odd about opening fanduel to a bright blue header

  • rsigler65

    The old logo was hideous – I’m glad they got rid of that. And pretty much like or have no opinion about everything else. I like the blue…wish they would allow csv upload for editing lineups like DK, but no biggie. Kudos for the new look!

  • slingblade

    SINCE THE PRIZE POOL HAS DECEASED, THE NUMBER OF TIMES YOU CAN ENTER SHOULD HAVE A LIMIT.

  • bestintheworld

    BITW

    @slingblade said...

    SINCE THE PRIZE POOL HAS DECEASED, THE NUMBER OF TIMES YOU CAN ENTER SHOULD HAVE A LIMIT.

    THE PRIZE POOLDIED?!?

    RIP PRIZE POOL

  • hoosierdaddy65

    I agree to be able to enter one contest 150 – 250 times is a little over kill, don’t you think!

  • fantasynerd

    I think we will all get used to a color change. Fan Duel is doing the right thing focusing on passion for fantasy sports. The in your face adds about winning millions put the industry in jeopardy. Most play because it’s fun and that should be the focus.

  • jbank727

    It does like very similar to Fantasy Draft’s logo in design.

    I would like to see Fanduel add a contest reservation feature so we wouldn’t have to put a dummy lineup in to hold the spot.

  • timski83

    The logo is horrible. The “D” in Fanduel is missing.

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