PokerStars owner Amaya has confirmed plans to enter the burgeoning US daily fantasy sports (DFS) market under the StarsDraft brand following the acquisition of Texas-based studio Victiv.

Victiv’s existing technology and platform will be rebranded as StarsDraft, with its current management team to continue operation of the product which currently offers games on weekly fantasy football, daily fantasy basketball, daily fantasy baseball, fantasy golf, and fantasy hockey players.

Victiv first launched its DFS offering in September last year, with Amaya noting that it has proved popular particularly among new players.

It offers features such as Bankroll Builder, in which players are able to learn how to play, entering contests for free with the chance of winning cash prizes.

The rebranded StarsDraft offering will initially be launched as a site and in select US markets, before being made available via the PokerStars platform.

Amaya noted that Victiv had “received considerable attention among daily fantasy players for its user-friendly and innovative software for fantasy sports enthusiasts.”

Details of the acquisition cost have yet to be confirmed.

“StarsDraft will combine Victiv’s innovative platform and experienced DFS team with Amaya’s expansive consumer base and operational excellence as the world’s preeminent online gaming brand,” Victiv chief executive Matthew Primeaux said.

“We intend to capitalize on what we believe is strong crossover between online poker players and daily fantasy sports. PokerStars is the most-trusted brand in online gaming and brings unmatched security, customer support and technical infrastructure that we believe all players can rely on.”

Shares in Amaya Inc (Co.Data) (TSX:AYA) closed down 0.78 per cent at CAD$30.34 per share in Toronto yesterday.