ESPN: Fantasy isn’t about football

ESPN, the fantasy football category leader, launched creative platform, ‘Only in Fantasy. Only on ESPN Fantasy Football’ to drive unique sign-ups among new users while retaining current users, continuing to cement ESPN’s position as the #1 Fantasy Football destination.

Summary

Fantasy isn't about football

As the Fantasy Football category leader, ESPN must grow the category in order to grow their business. Growing the category, which is extremely popular among hardcore sports fans, means getting more casual fans to play fantasy football.

The problem is, casual fans just aren't that into sports, and perceive fantasy football as a complex, time-consuming endeavor that requires a deep understanding of the game. However, consumer research revealed that what they are attracted to is the social aspect - its ability to connect them to family and friends.

With this knowledge, we saw an insight...

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