DraftStars Begins Multi-channel Advertising to Improve Brand Awareness

Australian daily fantasy sports site, DraftStars, is hoping to attract an Australian audience with a marketing campaign. Launched at the beginning of this year as a joint venture between Australian online bookmaker, CrownBet, and sports broadcaster, Fox Sports, it is hoping to tap into the lucrative Australian market.

Hosted by DraftDay, a turnkey daily fantasy software company, DraftStars offers Australian Football League (AFL) and National Basketball League (NBA) contests. Its multi-channel advertising campaign will include digital, social media, television and radio. Advertising itself as the “Official Daily Fantasy Sports Partner of the AFL”, it will be focusing its marketing strategy on Australia’s love of the game.

“We are confident we have the right marketing strategy,” said chief executive of DraftStars, Matt Sanders. According to Sanders, the aim of the marketing is to “educate Australian sports fans on what an exciting and engaging experience daily fantasy sports is.”

Sports betting in Australia is a national pastime and it is legal under the Interactive Gambling Act 2001, while other forms of online betting are not. Currently daily fantasy sports falls under the umbrella of sports betting and is therefore legal.

On the other hand, in the US where sports betting is illegal outside of Nevada, DFS has taken off as it provides an alternative way to increase the excitement of sports events.

“Conversely, DFS hasn’t taken off the same way in other countries due to the fact that sports betting is not only legal, but cherished,” said Sanders. “That’s certainly the case in Australia, where placing a wager on Australian football,cricket and rugby is a national pastime for punters.”

Following a government review of online betting which has resulted in plans to close a loophole and ban live in-play betting, some companies are expecting for DFS to be banned as well.