Fresh from its acquisition of Fan Duel, Paddy Power Betfair has decided it will use the Fan Duel brand, in the United States.
What is the reason for this decision? A recent survey of 250 US participants found none of the 250 participants could relate to Paddy Power Betfair as a brand. Fan Duel on the other hand has positioned itself strongly in the United States. It already has around 6 million registered users. These registered users are real-money customers from around 40 states across the United States.
Paddy Power Betfair has not made a firm decision regarding an online casino brand, but it is highly likely that PPB will again use Fan Duel for an online casino market, despite the traction gained by the Betfair Casino. According to Irish Stockbrokers Davy, Paddy Power Betfair might not ignore the Betfair brand all together. They might retain it in order to expand Exchange in the United States.
The future looks bright for Paddy Power Betfair in the United States. Paddy Power Betfair now controls a group of leading brands in the United States. The combination of top brands, shared culture and vision will help Paddy Power Betfair in attracting more American sports fans. Paddy Power Betfair has the financial firepower and strong global operating capabilities to achieve its objectives and vision.
