Danish fantasy game breaks all records

With the football World Cup as the climax Holdet.dk, a Danish seasonal fantasy game, broke all records in 2018. More than 200.000 fans made 515.000 fantasy teams.

That means more than 3.5 % of the Danish population played the game, and a new team was created almost every minute of every day for the whole of 2018.

“With more than 160.000 participants our fantasy game for the 2018 football World Cup broke all records and contributed to a magnificent year. 3.7 % of all Danes playing the game in 2018 shows us, that we are top of mind of all Danish sports fans.” – says Ole Christensen, partner i Swush.com.

A battle for bragging rights
Friends, colleagues and families all join together in mini-leagues competing in a social challenge. For the 2018 World Cup more than 80 % of users played in mini-leagues and there were more than 4.000 company mini-leagues.

“Our users has their own way to celebrate their leagues. Whether it’s the loser that buys a round of beer, puts on a dress or they throw a celebration for the winner, it’s the social aspect of Holdet.dk that captivates Danish sports fans.” – says Ole Christensen.

In total, Danish fans spend more than 250 years with fantasy sports on Holdet.dk in 2018.

“Our mission is to make sport fun, so with this many participating we look to expand beyond the Danish borders. There is a demand from fans, media and sports organizations, and at the moment we are building a more lean and agile game so we can provide engaging fantasy games to partners in Europe.” – Ole Christensen, Swush.com

Swush.com is Scandinavia’s oldest fantasy provider, and the market leader in Denmark with Holdet.dk, as well as the manager game provider for Scandinavians biggest sports newspaper Aftonbladet.

Holdet.dk i 2018
Users: 210.000
Teams: 515.000
Avg. Time-on-site: 7 min.
Total time spend: 250 years.
User profile: 82 % men // Mobil: 70 %
Danish population: 5.7 mio. (3.7 % of all Danes played fantasy at Holdet.dk)
Games: 23 (Football, Cycling, Handball, NFL, Ice hockey, Formel 1 etc.)
Danish bookmaker Danske Spil owns 60 % of Swush.com