Making DFS even quicker
Making DFS even quicker
Nathan Rothschild, Co-founder of Genius Tech Group, talks about tackling the issue of the time it takes to fully engage in DFS competitions
The rise of daily fantasy sports (DFS) in recent years has been impossible to ignore. From the massive investments made by some of the most well-known online companies through to many of Europe’s largest football clubs providing DFS offerings to their fans, the rise to prominence of DFS has generated an enormous level of debate within the gambling sector and beyond.
Proponents of DFS believe the medium drives fan engagement with sporting contests and certainly there has been significant and established uptake of traditional, season-long fantasy by consumers for a number of years now.
DFS is an evolutionary step in the fantasy sports journey, eliminating the requirement of entrants to make an extended time commitment to follow their fantasy teams throughout the course of a season. The time ‘problem’ of season-long fantasy is significant, and one of the key benefits of DFS is taking away the burden of a continued time commitment.
While a DFS tournament is completed in a day instead of an entire sporting season, there is still some time required to research and produce a high-quality team capable of winning. This is a key reason why the industry needs to continue to innovate to ensure it is as easy and convenient as possible to submit lineups with this research and data factored in to the user experience journey. creating a time-efficient and generally easier experience for DFS users is something we have been exploring for some time at the Genius Tech Group. We have also seen through our flagship product, iSport Genius, that data is a significant driver of engagement between sports, sports fans and also wagering on sport. Certainly there is no doubt that data and fantasy sports go hand in hand.
Herein lies a problem we were keen to solve: how do amateurs get access to a line-up backed by statistical algorithms, without having any real knowledge of stats, coding or machine learning? To achieve this we had to eliminate the time-factor while also enabling mass-market players to submit teams which are ‘backed up’ by powerful statistical analysis at the click of a button – and at the same time combine a user’s preferences and opinions on sports with the data and algorithms to produce a personalised DFS team. Taking things a step further, often recreational entrants immediately know there are a few players they definitely want in their line-up, but find it difficult and time consuming completing the remainders of their team. We wanted to provide the functionality for users to be able to select a couple of players fixed into their team, and automatically have the rest of the team selected using the algorithms I have been discussing.
All of these issues had to be tackled while bearing in mind the challenge of providing a user experience which maintains the element of gamification for the user. The feeling of fun needs to be at the forefront.
Having addressed these issues - and working in conjunction with Australia’s largest DFS operator Draftstars - we have just launched the QuickDraft product which is designed to solve all of these problems. QuickDraft is powered by iFantasy Genius, the fantasy division of the Genius Tech Group which was established to focus on exclusive tools and data sets relating to fantasy sports.
The Draftstars partnership is a particularly exciting one for us; Draftstars is backed by a joint venture of some of Australia’s most prominent media and wagering entities, including CrownBet, Seven West Media and Fox Sports. Draftstars is also the Official Daily Fantasy Sports Partner of the AFL.
The QuickDraft product receives great exposure in the user experience journey on Draftstars, which shows how confident both parties are that this product can genuinely make a difference in the DFS sector.