DraftKings Begins Rolling Out Its UK Operation

In August 2015, DraftKings received a UK gambling license and after several months of preparations the company has now started rolling out its UK operation. As a result, players can now compete across a range of different sports, including Premier League Football, as well as having the option to bet on US sports leagues such as the NBA and NFL.
The move forms part of an overall strategy by the Boston-based operator to establish itself within selected markets across Europe, Latin America, and Asia. As DraftKings’s Chief International Officer, Jeffrey Haas, explains:
“Our intent is not only to go to the UK, but also across the world. And the most popular sport in the world is what the British call ‘proper football.’”
Meanwhile, DraftKings is facing mounting legal challenges back home in the US, with the operator fighting hard to have fantasy sports recognized as a skilled-based entertainment product, and not a gambling game. Unfortunately for DraftKings, a number of US states do not agree, with those lining up on the nay camp including Nevada, New York, Illinois, Mississippi, and Texas.
Back in the UK, DraftKings has now entered into commercial partnership agreements with three of the Premier League’s football sides, namely Arsenal, Liverpool and Watford, all of which will be promoting DraftKings via their playing grounds, as well as through digital and social media marketing. According to Haas, DraftKings is satisfied with its software and product development to date, with the site having officially launched in the UK on February 5th. Haas also highlighted the importance of expanding into the UK and other selected markets, and as he explained to the bostonglobe.com:
“It’s a vital part of our strategy. I don’t think it’s necessarily related to anything that’s occurring in the US. It just becomes more important for us, because it’s a tremendous opportunity and there aren’t any major competitors in this market — which means it’s effectively a green-field opportunity for us to establish ourselves and grow.”

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