The Fantasy Sport Industry
Games within Games
Routledge – 2014 – 166 pages
Fantasy sport has become big business. Recent estimates suggest that there as many as 33 million fantasy sport participants in the US alone, spending $3bn annually, with many millions more around the world. This is the first in-depth study of fantasy sport as a cultural and social phenomenon and a significant and growing component of the contemporary sports economy.
This book presents an overview of the history of fantasy sport and its close connection to innovations in sports media. Drawing on extensive empirical research, it offers an analysis of the demographics of fantasy sport, the motivations of fantasy sport players and their significance as heavy consumers of sport media and as ultra-fans. It also draws cross-cultural comparisons between fantasy sport players in the US, UK, Europe and beyond.
The Fantasy Sport Industry examines the key commercial and media stakeholders in the production and development of fantasy sport, and points to new directions for the fantasy sport industry within modern sport business. It is therefore, fascinating reading for any student, scholar or professional with an interest in sports media, sports business, fandom, the relationship between sport and society, or cultural studies.
"…the book is an important contribution to sport media, marketing, and management. Overall, anyone interested in learning more about the nature and make-up of the fantasy industry will find this book rewarding." – idrottsforum.org, Scandinavian Sport Studies Forum
Chapter 1. Fantasy Sport: The Game Changer Chapter 2. More Than Just an Excuse to Watch Sports All Day: Why People Participate in Fantasy Sport Chapter 3. Different Sports, Different Identities: Player Heterogeneity and Fantasy Sport Play Chapter 4. The Major Players: An Inside Look at the Fantasy Sport Trade Association Chapter 5. Money Changes Everything (or Does It?): Free, Low-Stakes, and High-Stakes Fantasy Play Chapter 6. Enough is Enough: Exiting and Burnout of Fantasy Sport Participants Chapter 7. Projecting the Future: Pitfalls, Opportunities, and the Trajectory of Fantasy Sport
Andrew C. Billings is the Ronald Reagan Chair of Broadcasting and Director of the Alabama Program in Sports Communication in the Department of Telecommunication and Film at the University of Alabama. He is the author/editor of nine books including Olympic Media: Inside the Biggest Show on Television (Routledge, 2008).
Brody J. Ruihley is an Assistant Professor of Sport Administration in the School of Human Services at the University of Cincinnati. His primary research is in the areas of fantasy sport and public relations in sport.