FanDuel “Blown Away” By Ranking In App Download Race

Written By Dave Briggs on April 22, 2022
App dowload race

FanDuel said it is chuffed to come in a close third in the race over which Ontario sportsbook app was downloaded the most in the first 10 days of the province’s online gaming launch.

In a report prepared by Barclays, FanDuel wracked up 20% of the downloads. Tied for first were bet365 and theScore Bet with 24% of the downloads apiece. BetMGM was fourth with 11% of the app downloads. That means the four operators accounted for 79% of all app downloads.

“We have been blown away by fans’ engagement, but we are only in the first few minutes of the First Period. There is still a lot of time on the clock until legal sports betting is a mature market,” said the FanDuel publicity team in response to questions from PlayOntario.

While that’s a good start, FanDuel wouldn’t reveal what percentage of the app downloads were converted into actual FanDuel customers. That’s a more important measure.

“While we will not be going into specifics at this time, we are very happy with the first two weeks,” the PR team said when asked about customer numbers.

FanDuel also third in time spent on the app

As for time spent on the app in the first 10 days, FanDuel was also third at 8%, edging out theScore Bet (7%). That category was dominated by bet365 (41%) and Betway (24%). Both operators have their origins in Ontario’s grey market. Bet365 is a former grey-market operator that has transitioned to the regulated market. Betway is still in the grey market but making the move to transition. It has successfully registered with the Alcohol and Gaming Commission of Ontario, but still needs to complete an operating agreement with iGaming Ontario to go live.

FanDuel attributes its solid “time on app” ranking to the fact sports betting can be fun.

“It makes for great conversation with friends and family, especially at this pivotal moment in Canadian sports: The Raptors are in the NBA playoffs, the Leafs are gearing up for a playoff run and the Blue Jays are in first place — it’s a great time to engage with FanDuel.”

Product of good karma?

Whether FanDuel is being rewarded by customers for good karma is unclear. But the company is proud to have only run responsible gaming ads in Ontario from April 1 until the evening of April 5.

 “FanDuel took the historic step of launching into the market with purely responsible gaming advertising,” said FanDuel Canada GM Dale Hooper in a release. “Nowhere in the world has this ever been attempted and we’re very proud to have delivered a safer gaming message during a key moment of acquisition and still rank among the top-3 operators in the market. We can’t wait to continue growing our presence with Canadian fans.”

Hooper previously told PlayOntario the rollout marketing was simply the right approach.

“Everybody else is out there doing their thing and we decided to do something different and just start with a message, ‘We care. This is what’s important.’ That ad is fun, it’s engaging. It’s a message people sometimes don’t want to talk about, but we’re really proud of it. It highlights all the tools we have,” Hooper said.

“I think that’s our biggest takeaway and I’m really proud of it. All of the other operational stuff, we felt like we had a good (launch) day, but we’re really proud of the fact that we are leading with what’s right around responsible gambling.”

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Dave Briggs

Before joining PlayOntario, Dave spent more than 25 years as a writer and editor, mainly covering horse racing in Canada. He holds a master's degree in journalism from Western University and was a 2018 inductee into the Communicators' Corner of the U.S. Harness Racing Hall of Fame. Beyond a deep passion for family and music, Dave has a mostly-tragic, life-long love of Detroit sports teams. He lives in Port Stanley, Ontario with his wife and their beloved Vizsla named California.

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