Fantasy isn't about football
As the Fantasy Football category leader, ESPN must grow the category in order to grow their business. Growing the category, which is extremely popular among hardcore sports fans, means getting more casual fans to play fantasy football.
The problem is, casual fans just aren't that into sports, and perceive fantasy football as a complex, time-consuming endeavor that requires a deep understanding of the game. However, consumer research revealed that what they are attracted to is the social aspect - its ability to connect them to family and friends.
With this knowledge, we saw an insight...