HPL Digital Sport Fantasy Sports Loyalty Index
Lesser-known Daily Fantasy Sports Websites Gain Traction in NFL Fantasy Market Introduction
Online fantasy betting is growing rapidly, and some of the lesser-known daily fantasy sports (DFS) websites are gaining traction in the marketplace, the inaugural HPL Digital Sport Fantasy Sports Loyalty Index shows.
The index surveyed more than 1,000 daily fantasy bettors measuring their loyalty for DFS websites based on levels of trust, customer experience, betting value, frequency of bets, likelihood to increase betting amount, return rate, and referral opportunities.
While awareness drove market share and volume of bets to fantasy industry giants DraftKings and FanDuel, the index found smaller DFS sites, such as TradeFan, FantasyDraft and RealTime Fantasy Sports, scored highest on some attributes ranked most important by consumers, including customer support, online betting tools and player research capabilities. For example, 61% of consumers agreed strongly that TradeFan provides effective customer support versus only 37% for DraftKings. What’s more, 54% believe RealTime Fantasy Sports provides tools that make betting easier compared to only 38% for Yahoo! Fantasy Sports.
With this fantasy football season expected to be bigger than ever, challenger brands have a huge opportunity to appeal to new players and players who are seeking a better betting experience. To pull this off, however, they must gain visibility in the market.
This fantasy season will be bigger than ever, and “ there’s a huge opportunity for smaller brands to gain new users. Ed Moed, CEO, Hot Paper Lantern ”
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 2 Table of contents
04 The Index
05 Who we surveyed
06 State of the fantasy sports betting market
10 What we analyzed
11 Awareness
12 Current and future brand commitment
18 Quality, Value and Experience
23 Methodology
24 Appendix
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 3 HPL Digital Sport 2019 Fantasy Sports Loyalty Index
The Ranking Company index 1 TradeFan
2 DraftKings
The Index measured how survey respondents evaluated the performance of 12 fantasy sports brands across two categories: product quality/value and brand 3satisfaction/ FanDraft awareness. Each brand score represents the weighted average of these attributes.
4 FanDuel
HPL Digital Sport 2019 HPL Digital5 Sport 2019 RealTime Fantasy Sports* Fantasy Sports Loyalty Index Fantasy Sports Loyalty Index 6 Draftboard Ranking Company Ranking Company
1 TradeFan 17 CBSTrade SporFant Fantasy
2 DraftKings 28 DraftKingsDraft.com
3 FanDraft 39 DFIFanDraft
4 FanDuel 410 PlaylineFanDuel
5 RealTime Fantasy Sports* 511 FFPCRealTime Fantasy Sports*
6 Draftboard 612 YDraftboardahoo Daily Fantasy Sport
* Small sample size 7 CBS Sport Fantasy 7 CBS Sport Fantasy
8 Draft.com 8 Draft.com
9 DFI 9 DFI
10 Playline 10 Playline
11 FFPC 11 FFPC www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 4 12 Yahoo Daily Fantasy Sport 12 Yahoo Daily Fantasy Sport Who we surveyed
The Fantasy Sports Loyalty Index surveyed 1,050 fantasy sports players.
30% 70% Women Men Gender
30% 29% age 40+ age 21-29 Age
41% age 30-39
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 5 State of the fantasy sports betting market
The fantasy market is booming Fantasy bettors are betting frequently, with more than half betting at least once a week and 30% betting several times a week.
Less than once a month 14% Several times a week 30% About once a month How often do you place a 11% fantasy sports bet online?
2-3 times a month 20% About once a week 26%
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 6 Gen Z likes its odds Bettors between the ages of 21-29 bet most frequently and are most likely to wager more than $200 per month.
Ages 21-29 Ages 30-39 Ages 40+
About how much money do you wager online in a typical month?
40 38% 35 36% 37% 37% 36% 30 32% 33%
25 26% 26% 20 15 10 5 0 <$50 $50 - 199 $200+
How often do you place a fantasy sports bet online?
35 34% 30 32% 29% 28% 25 23% 23% 20 18% 15 17% 16% 10 9% 5 7% 7%
0 Several times a week About once a week 2-3 times a month Less than once a month
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 7 Betting is on the rise Fantasy sports bettors are planning to wager more money in the near future, with 72% of respondents saying they are at least somewhat likely to increase the amount they spend on fantasy sports betting in the next month.
Not at all likely 4%
Not very likely
6% Very likely 38% How likely are you to increase the amount you spend on fantasy sports betting in the Neither likely nor unlikely next month? 19%
Somewhat likely 33%
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 8 This NFL fantasy season will be bigger than ever NFL fantasy betting is huge among the online betting audience. A full 88% of online bettors say they are at least somewhat likely to bet on NFL football this coming season and 60% say they are “very likely” to do so.
Not very likely Not at all likely 2% 2%
Neither likely nor unlikely 8% Very likely
How likely are you to place 60% an online fantasy bet on NFL football this upcoming NFL season?
Somewhat likely 28%
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 9 What we analyzed
Survey respondents provided a rating between 1-5 for questions under the following two categories:
1. Quality, Value and Experience 2. Current/Future Brand Commitment
To assess how each brand performs against theses attributes, we calculated a rating average for each question. Weighting was applied on questions to build the final scores for the two categories.
Finally, to take into account the awareness a brand has on brand loyalty, we calculated the loyalty index for each brand with the following weights:
45% 45% 10% weight for Quality, weight for Current/Future weight for Awareness Value and Experience Brand Commitment
Loyalty score of each brand
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 10 Awareness
DraftKings and FanDuel were the most popular sites among respondents.
Not surprisingly, the big players led the field on awareness, with 66% being aware of DraftKings and 59% being aware of Fan Duel.
DraftKings 66%
FanDuel 59%
Yahoo Daily Fantasy Sports 49%
CBS Fantasy Sports 38%
Fan Draft 35%
Draft.com 29%
RealTime Fantasy Sports 17%
Draftboard 17%
Playline 17%
DFI 14%
TradeFan 10%
FFPC 7%
0 10 20 30 40 50 60 70
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 11 Current and future brand commitment
The current and future brand commitment was calculated for Trust, Likelihood to raise betting amount, Potential to recommend, Sustainable engagement and Satisfaction.
*Survey questions can be found on Appendix page 25
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 12 Trust TradeFan led the pack on the question of trust, with a full 70% saying they trust the site “very much” when it comes to protecting their personal information.
Compare this with 59% and 56% for FanDuel and DraftKings, respectively.
TradeFan 70%
Playline 60%
FanDuel 59%
CBS Fantasy Sports 57%
Fan Draft 57%
Draftboard 56%
DraftKings 56%
FFPC 56%
Draft.com 55%
Yahoo Daily Fantasy Sports 54%
RealTime Fantasy Sports 54%
DFI 49%
0 20 40 60 80
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 13 Likelihood to raise betting amount Survey respondents ranked their likelihood to raise their betting amounts on their preferred site.
Despite the popularity of DraftKings, FanDuel and Yahoo Daily Fantasy Sports, their players are less likely to raise their betting amounts than players on other sites.
Only 40% of DraftKings and 44% of FanDuel players surveyed agreed they are very likely to increase their betting amounts in the future. By contrast, 74% of TradeFan and 65% of RealTime fantasy sports players are likely to increase betting amounts.
TradeFan 74%
FFPC* 68%
RealTime Fantasy Sports 65%
DFI 62%
Draftboard 61%
Playline 61%
Fan Draft 55%
Draft.com 54%
CBS Fantasy Sports 48%
FanDuel 44%
DraftKings 40%
Yahoo Daily Fantasy Sports 38%
0 20 40 60 80
* Small sample size www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 14 Potential to recommend Survey respondents ranked the websites on how likely they would recommend the websites they use to a friend or family member.
Players on TradeFan (62%) and Draftboard (67%) are more likely to recommend the website to a friend or family member than players on popular sites DraftKings (59%), FanDuel (58%), and Yahoo Daily Fantasy Sports (52%).
Draftboard 67%
TradeFan 62%
FFPC* 62%
Draft.com 59%
DraftKings 59%
FanDuel 58%
Playline 58%
CBS Fantasy Sports 57%
Fan Draft 55%
RealTime Fantasy Sports 54%
Yahoo Daily Fantasy Sports 52%
DFI 49%
0 20 40 60 80
* Small sample size www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 15 Sustainable engagement To assess the likelihood of the fantasy players to revisit the site we asked their likelihood to place a bet on the sites next month.
Fantasy players on DraftKings (60%) and FanDuel (61%) said they were very likely to use these sites to place a fantasy bet in the future, but expressed a lower likelihood to recommend the sites or increase betting amounts on them.
TradeFan 68%
Draft.com 64%
FanDuel 61%
Fan Draft 61%
DraftKings 60%
DFI 60%
RealTime Fantasy Sports 59%
Draftboard 56%
CBS Fantasy Sports 56%
FFPC* 56%
Yahoo Daily Fantasy Sports 54%
Playline 50%
0 20 40 60 80
* Small sample size www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 16 Satisfaction Fantasy players ranked the sites based on how satisfied they were on a scale of 1 - 5. Overall, TradeFan had the most satisfied players, with 70% of TradeFan users saying they were highly satisfied. For contrast, 56% of DraftKings players and 60% of FanDuel players said the same.
TradeFan 70%
RealTime Fantasy Sports 68%
CBS Fantasy Sports 64%
Playline 63%
Draft.com 63%
FanDuel 60%
Fan Draft 60%
Draftboard 59%
DraftKings 56%
FFPC* 56%
Yahoo Daily Fantasy Sports 54%
DFI 54%
0 20 40 60 80
* Small sample size www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 17 Quality, value and experience
Index numbers were calculated for Platform Navigation/Design, Monetary Value, Game Options and Customer Support, each based on a series of questions that pertain to the category.
*Survey questions can be found on Appendix page 24 www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 18 Platform navigation / Design Site navigation was assessed by survey respondents based on how easy a brand’s website and app are to use along with their visual appeal.
Yahoo Daily Fantasy Sports ranked the lowest on platform navigation among popular sites. Only 36% of bettors agreed strongly that Yahoo Daily Fantasy Sports had a good visual design.
TradeFan 101.05
Fan Draft 100.81
CBS Fantasy Sports 100.81
DraftKings 100.58
RealTime Fantasy Sports 100.34
Draft.com 100.11
FanDuel 99.64
DFI 99.62
Playline 99.17
Draftboard 98.51
Yahoo Daily Fantasy Sports 97.29
FFPC 94.94
94 96 98 100 102
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 19 Monetary value Survey respondents reported the highest satisfaction with fees and charges from lesser known brands like RealTime Fantasy Sports and TradeFan.
Yahoo Daily Fantasy Sports ranked the lowest of the brands in the index for this category. Only 38% of bettors strongly agreed the site has fair fees and charges, as opposed to more than 54% for RealTime Fantasy Sports and 53% for TradeFan.
RealTime Fantasy Sports 102.15
TradeFan 101.99
DFI 101.05
Fan Draft 100.58
Playline 98.7
Draftboard 98.23
Draft.com 97.99
CBS Fantasy Sports 97.05
DraftKings 96.35
FFPC 96.35
FanDuel 96.11
Yahoo Daily Fantasy Sports 94.47
94 96 98 100 102 104
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 20 Game options Fantasy sports players rated a number of game options related to a brand such as offering tips for betting, ability to bet on other sports and events, offers new and creative ways to bet and has tools to make betting easier.
TradeFan and RealTime Fantasy Sports ranked highest for game options on their platforms.
66% of consumers agreed strongly that TradeFan offers tips for successful betting and 62% said the same for Real Time Fantasy Sports. Meanwhile, only 38% agreed strongly on this measure for Draft Kings and FanDuel.
58% of consumers agreed strongly that TradeFan has tools to make betting easier and 54% said the same for RealTime Fantasy Sports. Meanwhile, DraftKings and FanDuel registered 43% and 41% respectively on this same measure.
TradeFan 103.87
RealTime Fantasy Sports 101.28
Fan Draft 101.28
Playline 99.64
DFI 99.52
CBS Fantasy Sports 99.17
Draftboard 98.77
Draft.com 98.7
FFPC 98.23
DraftKings 96.11
FanDuel 95.88
Yahoo Daily Fantasy Sports 94.47
90 95 100 105
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 21 Customer support Fantasy sports players ranked the websites on the customer support options on the website/app and phone support.
Customer support on the most popular fantasy websites is considered poor. Only 38% of FanDuel users and DraftKings users agreed strongly that there is good customer support on their platforms. RealTime Fantasy Sports and TradeFan received higher ratings for customer support at 56% and 60% respectively.
TradeFan 103.28
RealTime Fantasy Sports 101.67
Fan Draft 101.28
DFI 99.94
Draftboard 99.7
CBS Fantasy Sports 99.69
Draft.com 99.64
Playline 99.64
DraftKings 98.64
FanDuel 98.46
FFPC 98.23
Yahoo Daily Fantasy Sports 96.87
95 97 99 101 103 105
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 22 Methodology
The Hot Paper Lantern Fantasy Sports Loyalty Index was conducted by the independent research arm within HPL Digital Sport. The Index is an online survey of 1,050 respondents who play fantasy sports. Ninety-one percent (91%) of the fantasy players surveyed reported having already placed a fantasy sports bet online. (The remaining 9% said they were likely to do so in the future). The data was collected between June 21 - June 26, 2019.
HPL Digital Sport is a specialty group within Hot Paper Lantern (HPL) that works with fantasy, sports betting and e-sports brands to gain a competitive edge and acquire new audiences. The group’s tailored services include customer research, marketing campaigns, public relations support, branding activities, experience design and product strategy.
Let’s talk ADDRESS CONTACT Don’t be shy. We won’t bite. 470 Park Ave. S., 4th Fl. Ted Birkhahn, President New York, NY 10016 [email protected]
212.931.6100 www.hotpaperlantern.com
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 23 Category questions
Category: Quality, Value and Experience The survey questions which ladder up to the category are grouped into sub-attributes to effectively analyze a company’s performance.
Customer support Monetary value
Has a good customer support area of the website. Has fair fees or charges.
Has good phone support. Has a loyalty program offering rewards for playing.
Offers a chat option for customer support.
Game options Platform navigation
Is primarily focused on fantasy sports. Has an easy to use website.
Offers tips for successful betting. Has an easy to use mobile app.
Offers the ability to bet on other sports and events. Has an appealing visual design.
Offers new and creative ways to bet
Has tools to make betting easier
Has games especially designed for the casual bettor
Allows you to personalize the website and app
Has effective research tools so you can learn about the players
Is connected to a famous athlete or celebrity
Has good social media content
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 24 Category: Current and Future Brand Commitment The survey questions which ladder up to the category are grouped into sub-attributes to effectively analyze a company’s performance.
Sub attributes
Satisfaction Scale Potential to refer
How satisfied were you with the website the last time How likely would you be to recommend the website to you used it? a friend or family member?
Makes you feel like a valued and important customer?
Sustainable Engagement Trust
How likely are you to use the website the next time you On a scale of 1-5, how much do you trust the website with place a fantasy sports bet online? your personal and financial information.
Has effective security measures that protect your personal information.
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 25 Index calculation
How the indices were calculated To assess how each brand performs against the attributes, a rating average was calculated for each question.
A multiplier was applied to the rating averages of each attribute, so that the attributes are indexed to be around a scale of 100. We then weighted the questions under each category to get an overall score for each attribute as follows:
Quality, Value and Experience =
30% 30% 20% 20% Money value + Game options + Customer support + User Experience
Current and Future Brand Commitment =
20% 20% 20% 20% 20% Satisfaction + Likelihood to + Likelihood to raise + Likelihood to use + Trust recommend betting amount the website the next time
Finally, to take into account the awareness a brand has on brand loyalty, the loyalty index value for each brand was calculated with the following weights:
Loyalty of each brand =
45% 45% 10% Quality, Value + Current/Future + Awareness and Experience Brand Commitment
www.hotpaperlantern.com/fantasy-sports-loyalty-index HPL Digital Sport: Fantasy Sports Loyalty Index 26