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FanDuel Acquires BeyondPlay To Further Enhance Its Online Casino Engagement

Written By Katarina Vojvodic on February 21, 2024
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Flutter Entertainment-owned FanDuel has finalized the acquisition of online gambling player engagement specialist BeyondPlay.

According to the terms of the agreement, BeyondPlay will become part of FanDuel Casino, FanDuel’s iGaming division, focusing on product development and innovation.

The parties still haven’t disclosed the financial terms of the contract.

The beginning of a new chapter for BeyondPlay

A former LeoVegas and SG Digital head, Karolina Pelc, founded BeyondPlay in 2021. The company now has 40 employees.

The technology venture offers iGaming software centered around player engagement. It works with operators from various markets and holds licenses in jurisdictions like the UK, Malta, Sweden and Ontario (Canada).

Some of BeyondPlay’s clients are famous online casino brands like Casumo Casino, ComeOn Casino and LeoVegas Casino. BeyondPlay currently offers two flagship products:

  1. The jackpot management system that enables customizable jackpot campaigns
  2. A multiplayer software allowing users to play the same casino game sessions and pool their bets

Since its launch, BeyondPlay has secured the support of several leading industry venture capitalists and investors, as well as partnered with several game studios.

In a BeyondPlay press release, CEO Karolina Pelc said:

“As a founder, witnessing the journey of our start-up from its humble beginnings to becoming part of the world’s leading online sports betting and iGaming company is an incredibly gratifying experience. This acquisition validates the hard work and dedication of our team and the vision behind our products.

We are excited to join forces with FanDuel Casino to amplify the impact of our technology on a global scale. This milestone marks not just the culmination of our tireless efforts but the beginning of an exciting new chapter.”

Flutter posted 2023 Q4 earnings ahead of NYSE listing

According to Flutter’s Q4 2023 earnings call update released in January, FanDuel Casino has become the no. 2 iGaming brand in the US with a market share of 26%. It represents a 5% year-over-year increase.

To be more accessible to US-based investors and gain access to deeper capital markets, the company announced in December that it would list its shares on the New York Stock Exchange on Jan. 29.

FanDuel Casino is live in five US online casino states:

  1. New Jersey
  2. Pennsylvania
  3. Michigan
  4. Virginia
  5. Connecticut

So far, it accounts for 11.5% of the US population.

FanDuel emphasized that the acquisition will further enhance its online gambling offerings. Managing Director at FanDuel Casino Asaf Noifeld said: “I’m absolutely delighted with the acquisition of BeyondPlay.

Our US strategy is about investing to win, and continuously improving our iGaming proposition for our customers is a key part of that. This acquisition further strengthens FanDuel Casino’s leading customer experience, by adding BeyondPlay’s best-in-class jackpots and multiplayer technology.

We’re also excited to welcome their experienced team to FanDuel and look forward to working together to continue to grow our rising share of the US iGaming market.”

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Written by
Katarina Vojvodic

Katarina Vojvodic is a lead writer for PlayUSA who lives in Toronto. Vojvodic provides coverage of the US gambling industry with a focus on US online casinos. Previously, she covered Ontario’s online gambling industry for Vojvodic holds a master’s degree in journalism from the University of Belgrade. Outside working hours, she can be found near the water with her husband and their two kids.

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