FanDuel Group has hired creative agency Mischief as its official creative agency for all its online casino business. With this new partnership, Mischief is slated to help the company grab the attention of new customers as FanDuel continues to push for expansion in the North American gambling market.
Owing to its new appointment, Mischief will take care of FanDuel’s creative duties. One of its main responsibilities will be to cement FanDuel Casino as the leading online gaming and casino operator. Mischief has positioned itself as a disruptor in the marketing world, which is exactly what the FanDuel brand needs to take over the gambling market in North America.
Unlike its sports betting counterpart, FanDuel Casino was designed to appeal to broader audiences, the majority of whom include female punters. With Mischief’s help, the casino platform shows massive potential for growth.
This means Mischief will be responsible for coming up with innovative ways to attract new clientele while also unlocking any potential cross-promotional opportunities in other avenues of business. FanDuel Casino is currently available in 4 states.
What we cover
Flutter reaping the benefits of FanDuel growth
As FanDuel continues to expand and solidify its place in the North American gambling market, Flutter has likewise continued to grow. Flutter’s shares have soared higher and higher in the last couple of months and this growth can be attributed to FanDuel’s expansion.
Flutter, which currently controls FanDuel, Paddy Power, and Betfair was the top gainer on the blue-chip FTSE 100 Index thanks to its boost of 11%. According to Flutter, added investments in the US, as well as tighter regulations elsewhere accounted for the revenue earnings. Based on Flutter’s earnings reports, FanDuel became the first online operator in the US gambling market to record a quarterly profit.
This has helped to put Flutter firmly on track to meet its target of delivering full-year profitability come 2023. As long as FanDuel continues to pursue its expansion plans in the US, Flutter will keep exceeding operations. So far, Flutter stands as the largest and most lucrative online betting firm in the world.
By March 2022, Flutter’s market share in the 15 states in which it operates rose to 51%, cementing the brand in the number one position on the revenue table. Flutter’s US division produced a higher revenue of 50% to attain the 1.1-billion-pound mark or the $1.34 billion mark. This effectively allowed Flutter US to overtake the primary UK and Ireland betting divisions for the first time during the second quarter of 2022.
Full-year revenue in the US gambling market, which stands as the smallest of Flutter group’s 4 divisions, is expected to surpass all expectations to reach between 2.3 billion to 2.5 billion pounds. Outside the gambling market in the US, Flutter is also very well positioned to keep growing in mature markets such as the UK, Australia, Brazil, and India.
More new appointments in FanDuel
Earlier in July, Flutter announced the exit of the CEO of the UK and Ireland division, Coner Grant. Grant is expected to be succeeded by Ian Brown who is the ex-CEO of booking.com and Oliver Wyman who is a senior partner at Flutter. Wyman and Brown will succeed Grant in September where they will be in charge of the company’s assets in Ireland and the UK.
FanDuel Group also recently announced 2 new appointments recently. Chief Legal Officer Christian Genetski was promoted to President while Chief Marketing Officer Mike Raffensperger now occupies a newly created title of Chief Commercial Officer. Both executives have already enjoyed long tenures in FanDuel and will continue to steer the operator’s explosive growth.
In his former role as the Chief Legal Officer, Genetski worked hand in hand with legislators and regulators across the US to see the rise of sports betting in the US. He helped to create the regulatory framework that is now followed by all the operators in the country, which also helped to position FanDuel for success.
Since sports betting was legalized in 2018, Genetski has been in charge of launching sports wagering in 15 states. He is also charged with helping to put the mobile sports betting ballot in California this year in November. In addition to all these accolades, Genetski is credited with securing groundbreaking market access deals with some of the largest professional sports franchises in the country including the PGA Tour, the NBA, the NFL, as well as the NHL.
Raffensperger, who is the newly appointed Chief Commercial Officer, will be in charge of revenue generation activities for the brand’s sportsbooks, racing, daily fantasy, racing, and free-to-play platforms. He will also be responsible for the group’s content and programming assets which include FanDuel’s cable network.
Before his promotion, he served as the Chief Marketing Officer helping to fuel FandUel’s growth and market dominance. Indeed, Raffensperger is credited with making the FanDuel brand an advocate of responsible betting. He oversaw the signing of Craig Carton as FanDuel’s first responsible gaming ambassador.
In the last week or so, FanDuel also promoted Andrew Sneyd to the role of executive VP of marketing. This new position will allow Sneyd to oversee the primary marketing functions across FanDuel’s extensive collection of brands. Before his promotion, Sneyd was Senior VP of brand.
The gambling operator also recently appointed Carolyn Renzin as its Chief Legal and Compliance Officer. Rezin will be in charge of all legal, risk, regulatory, and compliance matters. She will also be in charge of the brand’s responsible gambling division.
Final Thoughts
As time progresses, Flutter will only continue to deliver impressive results. The gambling operator has already enjoyed successful 2 quarters and will likely keep delivering growth at an unparalleled scale. So much so that FanDuel still remains the number one sportsbook brand in the country enjoying a massive 37% online sports wagering market share.
Moving forward, the US gambling market is expected to deliver even more business for the successful brand. After successfully launching operations in New York, FanDuel has plans to debut its services in California by the beginning of 2023.
