DraftKings acquires TransferKings to support UK expansion

22 June 2016

Daily fantasy sports (DFS) operator DraftKings has moved to strengthen its UK operations by acquiring the full player database of free-to-play DFS platform TransferKings.

Although terms of the deal were not disclosed, the firm said the deal will allow TransferKings players in the UK to access real-money contests, as opposed to free-to-play competitions.

TransferKings players will have the option to sign up to the DraftKings website and mobile application, as well as enter any competition currently on offer from the operator.

“We want to expand our audience in the United Kingdom, and this is an effective way to reach an even larger group of passionate fantasy football fans,” DraftKings chief international officer Jeffrey Haas said.

“As the leader in daily fantasy sports in the UK today, we are thrilled to welcome TransferKings’ players to the big time.”

In a statement on its website, TransferKings added: “TransferKings has recently had its player database acquired by, and will now be directing all of its players to, DraftKings.

“We have proudly built a loyal following but are delighted to offer an even wider range of games with bigger prizes on the DraftKings platform, the global leader in daily fantasy sports.”

Meanwhile, DraftKings has expanded its service offering with the addition of contests for the Canadian Football League (CFL) American football competition.

The new contests will launch ahead of the 2016 season, which is due to begin on Thursday, with players able to pick a fantasy roster and win prizes, tickets and exclusive VIP CFL experiences.

In addition, DraftKings and CFL have announced an advertising and promotional partnership, which will focus on promoting free-to-play DFS contests for the CFL.

Speaking about the launch, Haas said: “Canada continues to be a key and growing market for DraftKings, and our partnership with the CFL is another way for us to attract passionate Canadian sports fans.

“The CFL is a dynamic league that works perfectly for DFS players of all skill levels; sports fans are going to love the challenge of setting their weekly CFL roster and taking a shot at winning some incredible prizes.”

Christina Litz, senior vice-president of marketing and content at the CFL, added: “This new fantasy offering will give avid CFL fans and sports fans new to our league an opportunity to deepen their engagement with our game.

“It’s an important part of our strategy to serve our existing fan base better than ever before at the same time we attract new fans, including the next generation of fans.”

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