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Peter Jankulovski

Peter Jankulovski

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    Peter j Peter j Presentation Transcript

    • Fantasy Sports and Fan Interaction
      Peter Jankulovski
    • 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…
    • 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.
    • 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.
    • 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.
    • 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…
    • Vapormedia and Fantasy Sports
      Established in early 2001 with VirtualSPORTS.com.au 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.
    • 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.
    • 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).
    • 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
    • The Big Four – Growth of Fantasy Sports
    • 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.
    • 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.
    • 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.
    • 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.
    • 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?
    • 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.
    • 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.
    • 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.
    • Fan Interaction
      Foray into Social Media – Facebook an important fan engagement tool – officially and unofficially!
    • 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.
      Fanfooty.com.au
      Dreamteamtalk.com
      Game play tools – stat analysis, price predictors.
      TooSerious
      FFgenie
    • Fan Interaction
    • Fan Interaction
    • Fan Interaction
      Dee Tee Talk – the Greyhound!
    • 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.
    • Peter Jankulovski
      Managing Director
      Ph: 0402 812 099
      Email: peter@vapormedia.com