PokerStars owner Amaya has entered the growing US daily fantasy sports (DFS) market with the launch of StarsDraft.com, ahead of the start of the National Football League season which kicks off this Friday.

Having acquired the Austin-based DFS operator Victiv in August, the offering has now been re-branded and integrated onto the PokerStars platform under the StarsDraft brand.

The re-launched site currently offers daily fantasy football, basketball, baseball, golf, and ice hockey, and has been released as planned before the start of the new NFL season on September 11th.

Amaya will not look to compete with DFS giants DraftKings and FanDuel, but will use the new offering as a player acquisition tool by re-engaging with PokerStars' customer database in the US.

“PokerStars is one of the most dominant and trusted brands in online gaming,” StarsDraft chief executive Matthew Primeaux commented. “We're proud to add our innovative platform to Amaya's portfolio of leading technology companies, and offer the thrill of daily fantasy to sports fans across the country.”

The site, which has been operating under the Victiv brand since September 2014, has had its “user-friendly and intuitive” platform enhanced through an integration with Amaya’s IT infrastructure, which manages millions of micro-transactions each hour, and its customer experience teams.

It aims to target new players, and offers features such as Bankroll Builder, in which players are able to learn how to play by competing against a computer-generated opponent to build skills and learn the rules in a no-risk environment. Players enter contests for free with the chance of winning cash prizes.

This is complemented by the Victron feature which allows new and experienced users alike to research and build a line-up by adjusting sliding scales to determine which statistics are most important for each opposition.

“Amaya's gaming brands have more than 95 million registered players globally, including an estimated 1 in 10 US adults,” Primeaux added. “With the launch of StarsDraft by PokerStars, we provide a safe and secure daily fantasy sports experience that millions of US consumers can trust.”

Shares in Amaya Inc (Co. Data) (TSX:AYA) closed at CAD$27.56 per share in Toronto Tuesday.

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