Behind the Screen: The real life of a fantasy football creator
08/09/2026 | MEMBERS
From gut feel to AI: how fantasy football content is changing
Fantasy football content has changed dramatically. What once might have been a hobby built around sharing opinions and transfer tips can now involve sizeable audiences, sophisticated data, specialist tools and, increasingly, AI.
At Fantasy Football Fest 2026, UKFSF brought together Holly Shand, Ross Dowsett (FPL Raptor) and Pras Singhal (FPL Pras) for Behind the Screen: The real life of a fantasy football creator, a conversation about what that transformation looks like from the creator's side.
How do you turn a passion for fantasy into something approaching a career? What does it really take to produce content week after week? As players gain access to better data and tools, what becomes more valuable from a creator? And what happens when AI can potentially provide many of the answers audiences currently look for?
The discussion raised some bigger questions too: about the relationship between information and entertainment, whether better tools reduce or simply change the role of human judgement, and why increasingly sophisticated technology hasn't necessarily reduced the importance of creators.
The full article explores what we heard and what it could mean for fantasy operators, creators, tools and data providers, rights holders and commercial partners.
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