FanDuel Absorbs BeyondPlay Into Its iGaming Arm

FanDuel, the second-best-ranked operator in Michigan, according to MGCB revenue figures, announced the acquisition of BeyondPlay, an online gambling player engagement specialist. Neither company has revealed any financial details about the deal. What is certain at this point in the story is that BeyondPlay will be integrated into the iGaming division of this MI online casino and tasked with innovation and product development.

BeyondPlay built its industry reputation as a premium software provider for custom jackpot campaigns, enabling several online casino customers to play an identical game with a pooled stake. The managing director at FanDuel Casino, Asaf Nofield, stated in the official press release for this acquisition that the deal will improve FanDuel Casino’s customer experience via top-tier jackpots and multiplayer technology.

B2B Venture Creating the Next Generation iGaming Software

BeyondPlay was founded in 2021 by Karolina Pelc, a former executive at LeoVegas and SG Digital. The company's team numbers 40 employees, and its core mission is to provide software focusing on player engagement in the iGaming sector. Since its establishment, the main focus of BeyondPlay has been developing two products: a jackpot management system and multiplayer software allowing players to pool their bets.

Multiple leading online casinos have collaborated with the company and benefited from its flagship products. Some notable brands are LeoVegas, Casumo Casino, and ComeOn Casino. BeyondPlay holds licenses in Malta, the United Kingdom, Sweden, and across the border in the province of Ontario in Canada.

The initial success experienced by BeyondPay attracted the attention of venture capitalists. In 2023, the company raised $5.4 million in an oversubscribed funding round to complement reinvestment from existing shareholders. The additional funds get allocated for ongoing development programs. However, the purchase by FanDuel will probably increase the budget for new projects.

FanDuel Retains a Competitive Attitude  

FanDuel is active in five US jurisdictions and controls 26% of the national market share, according to Q4 2023 data. In 2023, this operator took in $6.2 billion in revenue across all six markets, with Michigan contributing $405 million. The operator's overall growth was 23% nationally compared to 2022 but experienced a 56.7% growth in Michigan.

FanDuel's parent company, Flutter Entertainment, can stand up to brands like DraftKings and BetMGM. The acquisition of BeyondPlay can be interpreted as a response to DraftKings' recent $750 million purchase of Jackpocket Inc., a leading US lottery app. 

According to Asaf Nofield, FanDuel's strategy for the United States is to continue investing and improving its iGaming offers. The operator regularly introduces new games and no deposit bonus Michigan to retain its market edge in the Great Lakes State.