'Commitment to transparency'
FanDuel rebrands ahead of UK launch
It has also issued a “Players’ Bill of Rights and Governance”, or a set of measures that will align with regulations being rolled out in jurisdictions across the US.
This follows months of legal wrangling over the legitimacy of the games in the US. Regulations have now been agreed with a number of states.
New look web and mobile platforms have also been launched, featuring aesthetic changes for a “more user-friendly layout”.
The Edinburgh and New York based company will launch aa fantasy game based on the English Premier League receiving a gambling licence.
To date, FanDuel’s fantasy sports contests have been exclusively available in North America, covering the most popular US sports – American football, basketball, baseball and ice hockey. The launch of a football product specifically for the UK market is the first step in international expansion plans.
Nigel Eccles, chief executive and co-founder, said: “This is a proud moment and marks our first step into fantasy football and the UK market – our first international offering.
“Until now, FanDuel’s product has been exclusive to the US and Canada, we’re delighted to be able to offer contests back on our home turf in the UK, where we first started the business and continue to base our engineering operations.
“Our company has spent the past 12 months creating a product for UK football fans, designed to resonate with them and their love of the game. Every feature considers this, from the formation of fantasy teams, to the pricing of players in £s to our unique and detailed scoring system, which realistically reflects the play of all those who are on the pitch.
“We want to make football even more exciting for fans, that’s why we’ve included a live scoring system that keeps players updated on their fantasy team’s performance, as the real time matches are being played.”
Commenting on the rebrand, he said: “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.
“The new FanDuel brand reflects our commitment to transparency, innovation and enhancing the user experience.”
The company, which is building a new head office in Edinburgh’s Quartermile, was granted a UK licence by the Gambling Commission and recently announced a partnership with sports data firm Opta as part of its UK launch.