Fantasy Sports Loyalty Index

Fantasy Sports

Loyalty Index

For some of the largest daily fantasy sports (DFS) sites, brand awareness is not translating into brand loyalty among bettors. How are smaller DFS sites outplaying some of the industry titans?

Fantasy Sports Loyalty Index

For some of the largest daily fantasy sports (DFS) sites, brand awareness is not translating into brand loyalty among bettors. How are smaller DFS sites outplaying some of the industry titans?

About the index

HPL Digital Sport’s index surveyed more than 1,000 daily fantasy bettors measuring their loyalty to 12 daily fantasy sports (DFS) websites based on levels of trust, customer experience, betting frequency, and referral opportunities, to name a few.

55%

online bettors to bet at least once/week

72%

bettors to increase spending on betting next month

89%

bettors likely to bet on NFL this year

Key insights

While brand awareness drove market share and volume of bets to large DFS websites, smaller sites scored higher on some attributes ranked most important by consumers, including customer support, online betting tools and player research capabilities.

This gives challenger brands the opportunity to disrupt the market by appealing to both new customers and those who seek a more seamless betting experience. To pull this off, however, these brands must gain visibility in the market.

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