Adult entertainment giant Vivid Entertainment has entered the daily fantasy sports market with the launch of its Vivid Sports 4 Money offering, powered by the Sportech and Viggle joint venture DraftDay.

The real-money site has gone live just over a year after Vivid entered into an agreement with DraftDay, which was then owned by MGT Capital Investments’ MGT Sports subsidiary.

The site aims to leverage Vivid’s huge adult audience, which the company says is very similar to the DFS audience - 80 per cent male with an average age of 34 - with co-founder Bill Asher stating that marketing strategies used to attract people to porn sites can also be used to grow the DFS player base.

The company has said it will promote the new site via Vivid.com and its other websites, as well as through Vivid Radio, Vivid TV, and other marketing platforms. 

Vivid was established in 1984 and generates an estimated $100m in annual revenue. The launch of its DFS offering marks the biggest white-label DFS launch to date.

Related