FanDuel
How daily fantasy sports created a legal loophole that turned casual fans into habitual bettors — years before sports betting was legalised.
FanDuel launched Daily Fantasy Sports in 2009 when traditional betting remained illegal in most of America. Daily Fantasy was technically not gambling. It was a game of skill where users drafted players and competed for cash based on actual performance. It was gambling with a lawyer's loophole protecting the company. The genius wasn't legal strategy alone. FanDuel built a customer acquisition funnel invaluable once betting was legalized. Users deposited money into a sportsbook like interface and developed betting habits. FanDuel cultivated 12 million users over a decade before legal sports betting existed in most states. The company was preparing for a future that didn't exist yet.
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