UK-based iGaming operator Sky Betting & Gaming is testing out the UK daily fantasy sports (DFS) market through a marketing partnership with fantasy football specialist Dribble.
The partnership sees Dribble's product promoted through all Sky Bet's marketing channels including via its social media profiles, in-app cross promotion and on web banners.
A co-branded Dribble and Sky Bet app is already available for download on Apple's App Store, with Android and web variants to follow.
"We've been watching the daily fantasy market flourish in the US, this will be our way of understanding how big this type of product could be on our shores," Sky Bet managing director Ted Moss explained. "Dribble's product has certainly impressed and we are hopeful of a fruitful partnership."
The game is designed for casual players that may shy away from the complexity of mainstream DFS products, offering contests where one player competes against another, or against small pools of opponents.
Users create a five-a-side team from any English Premier League, UEFA Champions League, FA Cup, League Cup, US Major League Soccer or international games, with no budget.
The five top-ranked players on Dribble's monthly leaderboard are also awarded cash prizes, to encourage users to come back and enter more contests.
"You open Dribble on your phone and spend a couple minutes drafting a team against another punter," Dribble CEO Nicholas Wright explained. "It really keeps you on the edge of your seat when the game is on and the scores are updating live on your phone."
Wright said that having a "household betting name" in Sky Bet supporting the product would give Dribble more credibility among players.
"This is a big win for daily fantasy in the UK and we're excited to work with such a forward-thinking brand that challenges the betting space," he added.
Sky Bet's head of Sky Games Joe Mirtaheri praised Dribble's "fresh and disruptive approach" to fantasy football.
"This will complement the current Sky Games offering of: Soccer Saturday Super 6, Sky Sports Fantasy Football, Sky Sports Fantasy Six a Side and Sporting Life Pick 7," he said.