Daily fantasy sports (DFS) operator FanDuel has launched its contests for the first time in its native UK market, ahead of the start of the 2016-17 Premier League season.

The UK launch marks FanDuel's first offering outside of North America, with a one-day fantasy football platform initially focused on the Barclays Premier League now live.

It is an entirely new product designed by the same team behind the operator’s US offering, and available for web and mobile devices.

It will allow UK customers to compete against others in contests that last a single day or weekend, offering what FanDuel describes as shorter, more entertaining games with more opportunities to win.

To date FanDuel's DFS contests have only been available for American football, basketball, baseball and ice hockey in the US, with the UK football launch the first step in the company's international expansion plans. It follows its main rival, DraftKings, in kicking off its international roll-out in the UK.

“This is a proud moment and marks our first step into fantasy football and the UK market - our first international offering,” FanDuel chief executive and co-founder Nigel Eccles said. “Until now, FanDuel’s product has been exclusive to the US and Canada, we’re delighted to be able to offer contests back on our home turf in the UK, where we first started the business and continue to base our engineering operations.”

“Our company has spent the past 12 months creating a product for UK football fans, designed to resonate with them and their love of the game,” he added. “Every feature considers this, from the formation of fantasy teams, to the pricing of players in pounds to our unique and detailed scoring system, which realistically reflects the play of all those who are on the pitch.

“We want to make football even more exciting for fans, that’s why we’ve included a live scoring system that keeps players updated on their fantasy team’s performance, as the real time matches are being played.”

Since its North American launch in 2009, the company has gained more than six million users across the US and Canada, with four million app downloads.

Contest entries went live on Tuesday August 2nd, with the first contests taking place on August 13th, the opening day of the 2016-17 Barclays Premier League season.