Golden Ticket: How Fantasy WSL Cracked the Code with Community Leagues 🎫
With its community-focused approach, creator-backed leagues, and viral mechanics, Fantasy WSL has laid a solid foundation for longer-term growth...
2 October 2024
Back in 2017, few in the UK had heard of Monzo. The fintech startup faced stiff competition—why would anyone switch from their trusted bank to an unproven newcomer? But by 2018, Monzo had grown to over 750,000 users.
How did they pull it off?
One key to their success was the "golden ticket" strategy, a viral referral mechanism that let users invite friends to skip the waitlist, creating a sense of exclusivity and community. The campaign resonated deeply with its audience, turning users into active promoters.
Having worked in fintech at the time, Dani Gonçalves, founder and CEO of Fantasy WSL, sees a clear parallel between Monzo’s approach and the league-creation function within a fantasy sports game.
As she explained on the Sports Pundit Podcast:
“Did you live in London during that time when Monzo had the golden ticket? Because it almost feels like that,” she said. “As soon as one person creates a league, they invite their friends. We’ve seen an average of six people per league, so it’s definitely a great acquisition tool.”
The concept of leagues isn’t unique to Fantasy WSL, of course, but the community-driven approach surrounding them is what sets Dani and her team apart—especially when compared to other fantasy platforms that set up to serve women’s football.
“We weren’t the first, we weren’t the second, I don’t even think we were the third to do it,” Dani reflects on creating a fantasy game for the Barclays Women’s Super League.“But we were the first to include a real marketing strategy. We didn’t just make a game and hope people found it. We engaged with a load of people, roped in creators, and built a world for everyone to engage with.”
Fantasy WSL has evolved beyond a game into a hub where users interact not only with the platform but with each other—on social media, Discord, and more.
By tapping into existing communities, particularly those around women’s football media, Fantasy WSL has leveraged a content flywheel. Publications gain stickier engagement through the platform, as well as having more to write about, while Fantasy WSL benefits from access to their audiences.
Initially, this was done by launching verified leagues for content creators and media outlets like Mundial and 90 Minutes. But Fantasy WSL has since upped the ante with featured leagues, which are visible on the homepage and don’t even require a code to join.
The standout examples are their leagues with ‘She’s A Baller’—a rising force in women’s football media—and ‘Togethxr’, the media company founded by athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird.
“She's a Baller and Togethxr are two companies that are just so in line with our values and what we want to see for women's sports,” explained Dani.
“Last season, our biggest league had 1,500 people, and now She’s a Baller[‘s league] has over 4,000,” Dani shared, showcasing just how impactful this approach has been.
This approach has cost-effectively expanded Fantasy WSL’s reach, positioning it as the go-to fantasy sports platform for fans of women’s football, while also distinguishing it from larger fantasy products like Fantasy Premier League (FPL).
“FPL does have people who make leagues, and you get to play along with your favourite pundits or your favourite YouTubers [etc. etc.], but I don't know if they've necessarily harnessed that as a community strategy or a marketing strategy, whereas we really have.”
This could help explain why 50% of Fantasy WSL’s users are first-timers to fantasy sports and why 80% of their users are female - many of whom are drawn to storytelling and community engagement alongside statistics.
Looking ahead, Fantasy WSL is poised to continue to capitalise on the growing momentum around women’s sports. With its grassroots, community-focused approach, creator-backed leagues, and viral mechanics, the platform has laid a solid foundation for longer-term growth.
The momentum is undeniable.
“Last season we started with 10,000 users and grew to 30,000, and this season we’re already starting with over 30,000.”
As the platform scales, the challenge will be maintaining its tight-knit, community-driven feel. But Dani remains confident that Fantasy WSL’s unique approach will continue to set it apart, even if an official Women’s Super League fantasy game were to emerge.
In an industry where fans are often treated as data points, Fantasy WSL offers something more—an experience where users feel seen, heard, and connected. Whether building a fantasy game or a fintech product, that’s a lesson worth noting.