How FanDuel is regrouping with new strategy

It’s not about the money anymore for FanDuel. Or at least not as much.

After fighting for survival from coast to coast, FanDuel CEO Nigel Eccles told USA TODAY Sports Friday that his company plans to change its advertising message as part of an overall rebranding that includes a new logo and fewer television commercials.

Instead of emphasizing the cash jackpots that its customers can win, the company plans to stress how its product enhances the sports fan experience in other ways.

“We felt we really overly focused on one aspect of the product, which was around winning money,” Eccles said. “We know our players play our product for a whole bunch of reasons. They love the research. They love the competition with other players. … They love just how it enriches their sports experience, so we wanted to do a lot on enriching the sports experience.”

It’s always been a fine line for FanDuel and DraftKings, the biggest daily fantasy sports companies in the nation. Both offer cash prizes to customers who want to risk money on sports. That’s their primary appeal.

The problem is that it resembles…

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