Yahoo achieves UK licensing for its daily fantasy sports offering

Joining FanDuel and DraftKings in acquiring a UK Gambling Commission licence, Yahoo signalled its daily fantasy sports intentions in the UK market this week as former partner Mondogoal switched from a business-to-consumer DFS supplier to a European business-to-business operation.

Industry observers point out that Yahoo has thus far carried out little in the way of major marketing on DFS in its US endeavours, unlike rivals DraftKings and FanDuel, and they expect it to follow a similar path in the Britain.

Certainly its initial operations have been without fanfare or much publicity outside of social media.

Yahoo’s DFS offering includes European-style football with transactions in GBP, along with US and Canada-oriented sports contests.

The UK licence is held by a Dublin, Ireland-based subsidiary.