DFS operator collaborates with adult entertainment provider

DFS News reports that daily fantasy operator DraftDay hopes to cash in on the popularity of online porn through a deal with Vivid Entertainment, one of the internet’s largest purveyors of adult films, to offer daily fantasy to viewers through a new joint venture titled VividBetSports.com (see previous report).

Company officials told the publication that the two industries have overlapping demographics, and introducing DFS to Vivid’s user base could be a potentially lucrative move. DraftDay president Nic Sulsky believes it necessary to pursue new marketing avenues to cut down what he calls “astronomical” user acquisition costs. At the start of the 2015 NFL season, both DraftKings and FanDuel spent over $200 million on massive advertising campaigns in the United States.

In the porn business, paying customer acquisition costs are around $50, which DFS News surmises is considerably less than equivalent rates in the daily fantasy sports world.

That’s why DraftDay has begun moving away from promoting its own product, in favour of developing private label fantasy skins for other brands, the publication observes..

After rolling out its free-to-play version in January, VividBetSports is ready for an imminent real-money launch, says Robert Ladd, CEO of MGT Holdings, DraftDay’s parent company,

Ladd believes that the partnership with Vivid will be successful.

“We expect the player growth from Vivid’s extensive reach to benefit our entire daily fantasy sports network, with even more games and larger prizes,” he said.

MGT’s products focus on the social and real-money online gaming verticals, offering betting on games of skill on MGTplay.com, and social casino games on SlotChamp. Along with DraftDay, it also operates a DFS portal which provides players with statistics and daily fantasy strategy advice.

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