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Peter Jankulovski

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