Daily fantasy sports (DFS) giant DraftKings has expanded its international footprint with the launch of its service in Ireland and Austria.
The launch gives Irish and Austrian sports fans access to contests across a range of sports, including the NFL, MLB, NBA, NHL and numerous soccer leagues.
DraftKings said that both countries have large numbers of dedicated fans as well as a number of idiosyncrasies. Austria, for example, has a particular affinity for American football, with Europe's largest season kick-off party for the NFL taking place in Vienna each year.
Ireland, meanwhile, has seen mixed martial arts (MMA) soar in popularity thanks to the emergence of Ultimate Fighting Championship star Conor McGregor. There are also a large number of fantasy sports fans playing golf and soccer contests in the country, DraftKings added.
"Sports fans in Europe are embracing the game inside the game through DraftKings' contests and content," said chief executive Jason Robins. "As we looked to expand our European footprint, it was an easy choice to launch in Ireland and Austria, given their renowned passion for sports."
The company added that its launch in the new markets was underpinned by its success in the UK and Germany, its first two international territories outside the core US market.
DraftKings' UK operations have seen entry fees grow by 51 per cent year-on-year for September, with new customer sign-ups climbing 31 per cent over the same period. In Germany registered customers were up 46 per cent in September, the highest monthly rise to date.