DraftKings, one of the main fantasy sports platforms, announced the closure of its fantasy operations in the United Kingdom last Friday (4).
This decision is part of a larger strategy to optimize its global business. The company notified UK users of the app via email about the immediate withdrawal of the product from the market.
The company ensured that customers could withdraw their funds and that in-game currencies would be converted into US dollars.
Since entering the UK market in February 2016, DraftKings has brought a new American style of fantasy sports play, offering tournaments from the NFL, NBA, golf and UK football leagues.
The company also entered into a sponsorship deal with Premier League side Liverpool to promote its entry into the market. The license granted by the Gambling Commission allowed DraftKings to operate locally, expanding its offerings to the British public.
A DraftKings spokesperson explained that the decision to close operations in the United Kingdom is part of the company’s ongoing efforts to streamline its global activities. “We are grateful to all our customers in Great Britain and are committed to ensuring a smooth transition,” the spokesperson said.
The company now intends to focus its efforts on markets that it considers most promising, such as sports betting in the United States.
Companies that have exited the UK market other than Draftkings
DraftKings’ decision is not isolated. In May 2018, Yahoo also exited the UK market, and FanDuel was able to operate for just a few months in 2016. DraftKings’ exit left many UK DFS players without options, as noted by users on social media.
One user lamented on Twitter that DraftKings’ withdrawal left British players “with virtually zero options” for fantasy sports.
To strengthen its presence in the UK, DraftKings had acquired TransferKings’ player database in June 2016. The acquisition was aimed at expanding the user base and reaching a larger audience of fantasy football fans.
Additionally, the company has opened an office in London to support its operations, although it currently houses mainly data science teams.
Despite the closure of UK operations, DraftKings continues to expand its global presence. In 2023, the company established itself in Malta, Germany, Austria and Australia, seeking new growth opportunities outside the United Kingdom.
