FanDuel (along with DraftKings) found themselves in a highly profitable business which allowed them to quickly saturate the market of available customer. Once traditional marketing channels were exhausted, CPAs and Fraud rose drastically yielding low value (or no value) customers.
36 Labs sought to utilize time proven concepts which work well in fantasy sports. We crafted the idea of an HTML5 playable mini-draft, in a familiar quiz format, which allowed potential customers to get a sense of the action before ever installing the iOS/Android application. In addition to creating highly engaged users, we incorporated flow tracking into the pre-install experience, allowing us to track quality metrics of our traffic to help combat fraud.
The resulting customers generated from our flows were significantly more likely to fund their accounts and play deep into the 2018 NFL season. To date, 36 Labs has spent $1.5 Million and counting on traffic across a variety of channels to test and scale successful campaigns. As a result, 36 Labs has become the “go-to” for FanDuel to provide breakthrough ideas as the seasons and saturation comes and goes