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Peter Jankulovski

Peter Jankulovski

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  • 1. Fantasy Sports and Fan Interaction
    Peter Jankulovski
  • 2. Agenda
    What are Fantasy Sports?
    Who we are – a brief history
    Going Mainstream – growth and popularity
    The Fantasy Sports user
    Benefits of Fantasy Sports
    Fan Interaction
    The Future…
  • 3. What are Fantasy Sports?
    A game where participants act as coaches, team owners/managers, building a sports team of real sports stars, competing against other fantasy team owners.
    Teams score points based on the statistics generated by the real individual players and teams of a professional sport.
  • 4. Fantasy Sports – A brief history
    Origins in US university dorm rooms, dating back in the 1940s-1960s, using year-to-date stats.
    Modern ‘rotisserie’ style fantasy sports games (based on on-going player statistics) originate from early 80s.
    Seminal moment for growth and popularity of fantasy sports was the rise of the Internet in the mid-90s.
  • 5. Fantasy Sports – the global landscape
    2009 – Est. 27-30 million fantasy sports players in the US.
    70%+ of all players are involved in NFL.
    Estimated 6-7 million players in Europe, predominantly driven by the U.K.
    US fantasy business estimated to generate over $800m in direct revenue, estimated sports industry impact of $3-4b.
    Mature industry, with 8-10% annual growth rate.
  • 6. Fantasy Sports history in Australia
    Popularised by The Age newspaper in 1991 with print-based competition.
    Entry by paper coupon and phone.
    To late 90s and popularisation of internet - predominantly the domain of an enthusiast development community and user base of approx. 30,000.
    Enter Vapormedia…
  • 7. Vapormedia and Fantasy Sports
    Established in early 2001 with fantasy sports brand.
    Provided 3 innovative AFL games, including first draft-style competition.
    Commercialised in 2002 with Telstra and the AFL, introducing the AFL Dream Team – 38,870 fantasy players.
  • 8. The Vapormedia Games
    Provides a ‘white label’ platform for the country’s biggest fantasy sports competitions.
    Since 2004, over 13 different sports and sporting events (NRL, Union, Soccer, Cricket, Tennis, Horse Racing, Motor Sports etc.
    2010 – dominant player in Australian fantasy sports landscape, 90%+ market share.
  • 9. The Australian Fantasy Sports Industry
    In 2009, approx 1.2 million registrations.
    Estimated market of 8-900,000 unique players, or approx 4% of entire population.
    65% of all use is AFL.
    20% of all use is NRL.
    15% is rest (Horse Racing, EPL, Cricket).
  • 10. Going Mainstream – Growth in Australian Fantasy Sports
    Significant year-on-year growth of approx 80% from 2004-2008.
    10-15% on-going growth trend.
    AFL Dream Team:
    73,000 in 04 – 163,000 in 05 – 294,000 in 09
    AFL SuperCoach:
    91,000 in 06 – 152,000 in 07 – 350,000 in 09
  • 11. The Big Four – Growth of Fantasy Sports
  • 12. Key Growth/Commercialisation Factors for Vapormedia
    Providing a realistic, addictive and compelling form of entertainment, which is highly engaging.
    Integration with, and extensive reach of sport bodies and media partners (online and traditional print).
    52.3% play fantasy sports simply to ‘compete’.
    32.5% play fantasy sports to socialise with like-minded sports fans.
  • 13. The Typical Fantasy Sports User
    Is male. (although finally getting traction with a female user base – almost 13% in 2010!)
    Most likely to live in Victoria (AFL bias).
    Is overwhelmingly a student, or employed as a Professional or a Skilled Worker/Tradesperson.
    Belongs in one of two key demographics:
    19-34 – 43%
    18 and under – 26%
    Widely spread demographic range – fantasy sports appeal to everyone.
  • 14. The Typical Fantasy Sports User – fan and media interaction
    Reads the newspaper as a means of getting content and advice – 55% read the paper at least 5 days per week – 25% read 7 days per week.
    54% attend at least 3 football matches each season – 25% attend 7 or more.
    86% of AFL fantasy players watch at least 1 AFL match on TV every week – more interest in ‘neutral’ games.
    Approx. 29% of AFL fantasy players are paying club members.
  • 15. Fantasy Sports – the benefits to Digital Media
    New revenue opportunities for our partners via sponsorship and advertising. Toyota, TAC, Kellogg’s, Coca Cola.
    New user and customer list generation – a strong, dedicated and loyal user base;
    10 minutes avg time on site, 19% of all visits last 10-30 minutes;
    86% of all visits over season are returning visitors, 42% of visitors return to the site at least 26 times per season;
    Brand recognition and content consumption – retention of users in partners’ network, increased readership, content/video consumption etc.
  • 16. Fan Interaction
    The new Monday morning water cooler discussion topic.
    Live Chat and head-to-head League banter between friends, colleagues and complete strangers – the competitive nature in everyone.
    Fantasy Sports – the original and ultimate Social Media platform for sports fans?
  • 17. Fan Interaction
    Wider school leagues and competitions.
    Dream Team and SuperCoach being adopted as part of mathematics/probability curriculum.
    Extended corporate and club leagues and competitions – AFL/NRL clubs engaging their fans and members.
  • 18. Fan Interaction
    Emergence of new mobile platforms = ‘never leave your fantasy team at home’.
    Live and end-of match scoring right through weekend of footy at your fingertips.
    Live chat and messaging system via the mobile applications direct.
    Massive growth in WAP consumption.
  • 19. Fan Interaction
    AFL/NRL SuperCoach iPhone app was an App Store phenomenon – one of the most popular and highest grossing Australian apps in 2010.
    Top 10 overall, Number 1 sports app for 3 months.
    80%+ of participants who own an iPhone purchased the app, average 4 star reviews.
  • 20. Fan Interaction
    Foray into Social Media – Facebook an important fan engagement tool – officially and unofficially!
  • 21. Fan Interaction
    Massively popular fantasy sports forum threads – BigFooty, Sportal, others…
    Over 20 dedicated fan sites, including content, blogs, news and analysis, weekly video shows.
    Game play tools – stat analysis, price predictors.
  • 22. Fan Interaction
  • 23. Fan Interaction
  • 24. Fan Interaction
    Dee Tee Talk – the Greyhound!
  • 25. The Future of Fantasy Sports
    Importance of Community and Social Media (Facebook, Twitter) integration – heavy emphasis in 2011 and beyond.
    All about Fantasy content – professional writers, video, text, user generated.
    Further expansion into Draft Style games.
    Stats, analysis and advanced tools.
    Making the games even more accessible, additional mobile platforms.
  • 26. Peter Jankulovski
    Managing Director
    Ph: 0402 812 099