Fans United

What Fans United does

Fans United is a privately-held B2B software company headquartered in Sofia, Bulgaria, that provides an API-first, cloud-based, headless engagement and gamification platform purpose-built for sports publishers, betting operators, betting affiliates, and sports clubs/federations. The platform is composed of six core features: Prediction Games (free-to-play competitions), Loyalty System (points, badges, tiers), User Profiling (AI-powered personalization), Notifications & Webhook (real-time messaging), Monetization Opportunities (sponsorships and targeted messaging), and Reports & Insights (audience analytics). The product is designed as an embeddable layer that integrates with virtually any CMS, including WordPress, Strapi, Drupal, Payload CMS, and Sportal365, allowing sports media properties to deploy engagement features without rebuilding their existing content infrastructure.

The platform is sold on a flat-fee monthly license subscription model, positioned by the company as a cost-control alternative to in-house development of gamification and engagement tooling. Pricing is quote-based rather than publicly disclosed, and the go-to-market combines direct enterprise sales (Contact Us / Get Started CTAs), developer-led adoption via a dedicated docs portal, and self-serve evaluation through a public demo environment. Distribution is global with named enterprise customers across multiple geographies, including Ballon d'Or, Goal, Betway, Sportsbet.io, Superbet, A Bola, Futbol Brasil, and Sportal Media Group, spanning both sports media and online betting verticals.

The company is early-stage: it is reported as founded in 2023, has a headcount of 1-10, discloses no external funding rounds or revenue figures, and provides no public information on ownership, cap table, or leadership team. Its growth signal is therefore primarily the breadth of named enterprise logos and the cadence of monthly platform updates with new features delivered instantly to existing clients.

Name

Fans United

Legal name

Fans United

Website

https://fansunitedmedia.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Fans United is a Sofia-based B2B SaaS company offering an API-first, headless engagement and gamification platform with prediction games, loyalty systems, and AI-driven user profiling for sports publishers, betting operators, and sports clubs/federations, sold via a flat-fee monthly license.

Ownership category

akta.pro rank

Product category

Sports Media Engagement Software

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Fan Communities & Subscription Content Platforms (Membership/Patronage) (BPAMAJAO)

akta.pro secondary industry

Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Fan engagement platform
• Sports media software
• Gamification platform
• Sports CMS integration
• Audience engagement tools

Headquarters

HQ city

Sofia, Sofia City

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Monthly License Fee: Flat fee monthly license model that gives sports publishers the ability to completely control IT costs. Clients get instant access to new features as the platform is updated each month.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Fans United provides an API-first, cloud-based, headless engagement and gamification platform built for sports publishers. The platform offers tools for fan engagement, gamification, automated content generation, and instant sports website deployment, with features including prediction games, loyalty systems, user profiling, notifications, and monetization. It is delivered through a flat fee monthly license model and integrates with any CMS.

Product overview

Fans United is a B2B AI-powered sports media infrastructure company providing an API-first, cloud-based, headless engagement and gamification platform. The platform consists of core features including Prediction Games, Loyalty System, User Profiling, Notifications & Webhook, Monetization Opportunities, and Reports & Insights. These features are offered as an integrated platform with industry-specific solutions for Sports Media, Betting Operators, Betting Affiliates, Football Clubs & Federations, and WordPress users. The embeddable platform works with any CMS and is updated monthly with new features.

Differentiator

Problem solved

Functional benefit

Products and services

• Fans United Platform

Quantifiable outcome

• Huge IT development cost savings through flat fee monthly license model

Named customers9 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• WordPresscoreTechnology or IntegrationFans United's embeddable platform works seamlessly with WordPress, allowing sports publishers using WordPress CMS to easily integrate fan engagement, gamification, and prediction games features.
• StrapicoreTechnology or IntegrationFans United platform integrates with Strapi headless CMS, enabling sports publishers to deploy engagement features through the Strapi content management ecosystem.
• DrupalcoreTechnology or IntegrationFans United provides integration capabilities with Drupal CMS for sports media publishers requiring Drupal-based content management.
• Payload CMScoreTechnology or IntegrationFans United platform supports integration with Payload CMS, offering sports publishers a modern headless CMS option for deploying engagement features.
• Sportal365coreTechnology or IntegrationSportal365 is listed as an integrated content management system partner, enabling sports media publishers on the Sportal365 platform to access Fans United engagement tools.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• OneSignal: Customer messaging and notification platform used by media and gaming companies for push, in-app, and email engagement. Comparable as a broader engagement infrastructure provider with overlapping real-time notification capabilities for sports audiences.

Broad incumbents

• Stats Perform: Sports AI and data company providing data feeds, content, and AI-powered analysis to media, betting, and team customers. Comparable as an established AI-driven sports platform serving overlapping customer segments.
• Kambi: Public B2B sports betting technology provider offering turnkey sportsbook platform and engagement tools. Comparable as an incumbent betting technology supplier with overlapping capabilities in user engagement and gamification for sportsbook operators.
• Sportradar: Public sports data and content company offering technology for sports betting, media, and leagues. Comparable as a comprehensive sports technology incumbent with overlapping capabilities in fan engagement, content, and betting operator solutions.
• Braze: Public customer engagement platform used by media and sports betting companies for personalized messaging, notifications, and lifecycle campaigns. Comparable as a broader engagement infrastructure provider with overlapping notification and personalization features.
• Genius Sports: Public sports data and technology company providing fan engagement, data, and streaming solutions to sports leagues, betting operators, and media companies. Comparable as a large-scale sports engagement infrastructure provider serving the same sports media and betting customer base.

Regional players

• Catena Media: Public performance marketing and content company focused on sports betting and casino affiliates, providing traffic and engagement solutions to operators. Comparable as an adjacent company in the betting acquisition/engagement funnel.

Others

• Smarkets: Online betting exchange operator with significant internal sports media engagement capabilities. Comparable as a representative sportsbook/media customer archetype using gamification tools; not a direct platform competitor.

Direct peers

• Fresh8 Gaming: Sports engagement and advertising technology company providing personalized content, free-to-play games, and gamification for sports media and betting operators. Comparable as a direct competitor in sports-specific gamification and prediction games.
• Optimove: B2B CRM and customer engagement platform with AI-driven personalization capabilities used by sports betting and gaming operators. Comparable as a fan/user engagement SaaS targeting similar betting and media verticals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fans-united

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fans United