An emerging daily fantasy company is taking a new approach to the legal sports betting market.
Units, a real-money daily fantasy sports app, has officially launched operations in more than 10 jurisdictions across the United States. The innovative sports app differs from traditional fantasy and online betting sites through its use of sports narratives to dictate the platform’s contests.
"Units appeals to the wide audience that fueled fantasy sports' explosion and ties directly to the headlines and stories they're already engaging within sports media,” said CEO Torey Korsunsky.
Units allows users to play in daily contests based on a set of curated stories. The stories included in the contests include narratives related to rivalries, pop culture, and other unique factors. The company aims to cater to sports fans who may have little exposure to legal sports betting. Units has been able to deliver its product to a wide range of markets amid its debut.
“First and foremost, we bring a level of experience in the industry that really emphasized the importance of speed to market with a polished and quality app, but not necessarily a perfect app,” Korsunsky told Covers. “We understand, as a startup, we’re going to be making ongoing changes to make the app the best it can be. At the start, focus and extra attention on the key, essential aspects, instead of every aspect is crucial, so you don’t get caught in the trap of being paralyzed by worrying about everything.”
Unit has launched its product amid a crackdown on daily fantasy contests that resemble betting.
The Ohio Casino Control Commission has been sending out cease-and-desist letters to operators in the state that are offering “fantasy” contests that mimic prop betting markets. The crackdown comes after the state authorized online and retail sports betting on January 1.
Colorado is taking a similar approach by requiring fantasy operators to increase the skill required to play. The requirements came amid Underdog Fantasy’s launch in the state.
The season-long fantasy and pick ‘em company has received backlash from major sportsbooks, including DraftKings and FanDuel. The operators, which are two of the largest in America in terms of market share, have accused Underdog of acting as an illegal sportsbook with their prop bets.