Despite all the controversy surrounding Daily Fantasy Sports (DFS) in the United States, Fanduel has undergone a full brand revamp in hopes of recapturing America's attention, reestablishing trust, and hopefully putting some of that bad press behind them.
The first of many big moves the DFS operator made was redesigning their logo. They then established the first players' "Bill of Rights", ensuring, among other things, all players' funds are fully protected, no employees will ever participate and created a new player identification system to curb experienced players taking advantage.
Possibly the biggest move the US-based operator made was the securing of the always coveted gambling license from the UK Gambling Commission. Set to launch in the UK soon, FanDuel has announced they will be offering season-long products like more traditional Fantasy Sports.
DFS absolutely took off across the pond in 2015. FanDuel and their counterpart DraftKings, the two largest DFS operators in the US and Canada, became household names as Americans and Canadians came in droves to try out a new way to embrace fantasy sports.
Unfortunately, for the all highs DFS experienced last year, the game is experiencing equally as many lows in 2016. Thanks to the introduction of regulation and legislation all across the the United States, DFS has since been banned in numerous states, dealt with multiple scandals, and overall lost the trust of some players.
The two major operators have spent most of 2016 bombarded with a heap of lawsuits after those several states ruled that DFS constituted gambling, meaning it was illegal under US law. As of writing, FanDuel was no longer operating in 11 US states (here's an interactive map and guide to current DFS legislation in the US).
Although still active in 39 other states and all over Canada, FanDuel has been hemorrhaging players and reputation since the regulation picked up in late 2015. Overcoming all these obstacles has seemed impossible at times, even to their CEO, Nigel Eccles:
"The last 12 months have been incredibly challenging. There were a number of different ways people had us being killed off, but we are still here."
But now FanDuel isn't just "still here," they are actively fighting back. The full brand revamp might not change everyone's perception of the site but it is certainly a step in the right direction.
A major part of FanDuel's revamp is their release of the first players' "Bill of Rights." The Bill, now governing gameplay on the site, consists of ten new rights all players are ensured while playing on the site. The new rights cover a myriad of topics including fair play, improved regulation, a new player identification system and more:
The new "Bill of Rights" is expected to help rebuild trust between players and the operator. As regulation continues, FanDuel seems to be getting out in front, setting up their own player-centric rules in hopes of convincing players FanDuel is ready to truly put their players first.
FanDuel has been waiting for some time to finally secure a license from the UK Gambling Commission. Representing access to one of the largest gambling markets in the world, the coveted UK gambling license has been the main concentration of the company over the last few months as their initial market - the US - began drying up.
Thanks to this new brand revamp, FanDuel is set to expand into the UK with a brand new logo, site design, Bill of Rights and overall new image. To coincide with the UK market expansion, FanDuel is releasing their new season-long products.
Moving outside daily fantasy sports into season-long offerings is expected to add extra security as DFS continue to find opposition in the US. If you haven't enjoyed DFS yet, you have but are looking for a brand new operator, or are simply interested in seeing what's new, head over to FanDuel today!