Insights & Publications
08/09/2026 | MEMBERS
Fantasy Football in 2026: What players really think
At Fantasy Football Fest 2026, UKFSF spoke directly to fantasy football players about how they experience the game today, from the way it shapes their relationship with football to how content, data and AI are changing the way they play.
Bringing those conversations together, this film explores what players value, how the game is evolving and what their experiences could mean for the fantasy sports industry.
08/09/2026 | MEMBERS
Behind the Screen: The real life of a fantasy football creator
Built from the audience segmentation developed in Defining the UK Fantasy Sports Audience, the profiler maps your answers across eight behavioural dimensions to show what sits behind your result, from information-seeking and competition to community, participation and convenience.
Moderated by UKFSF’s Tim Part, the conversation looks beyond picks and predictions to the realities of being a creator: building a community, navigating the pressures that come with a public profile, and how the role could evolve.
19/08/2026 | PUBLIC
The UKFSF Fantasy sporting identity profiler
Discover your Fantasy Identity with the new UKFSF Profiler. Answer 15 quick questions to see which of five fantasy identities you most closely resemble - and get a personalised profile to share.
Built from the audience segmentation developed in Defining the UK Fantasy Sports Audience, the profiler maps your answers across eight behavioural dimensions to show what sits behind your result, from information-seeking and competition to community, participation and convenience.
13/08/2026 | MEMBERS
Defining the UK Fantasy Sports Audience
The UK Fantasy Sports Forum (UKFSF), in partnership with The Kite Factory, has published Defining the UK Fantasy Sports Audience, the first independent segmentation of its kind, identifying five behavioural types of fantasy player.
Whether you're developing a fantasy product, planning a media campaign, exploring sponsorship opportunities or looking to better understand your audience, the report provides a behavioural framework to support more informed decision-making.
13/08/2026 | PUBLIC
The UK Fantasy Sports Forum launches
Today marks the launch of the UK Fantasy Sports Forum (UKFSF), an independent, not-for-profit forum dedicated to improving understanding of fantasy sports through research, discussion and collaboration.
Our aim is simple: to improve understanding of fantasy sports and support its responsible, long-term development. We believe that better research, more open discussion and stronger collaboration can help the entire ecosystem, from operators and sports organisations to media, technology providers, content creators and players.