Sweepmate, a new fantasy sports platform, has recently made its debut in the UK, aiming to fill the void left by DraftKings’ exit from the British market last year. This innovative platform combines elements of sweepstakes contests with fantasy sports, catering to the increasing demand for engaging sports prediction games in the region.
The platform, accessible on both Android and iOS devices, seeks to revitalize the fantasy sports landscape in the UK, which had been somewhat subdued following DraftKings’ departure in 2024. Sweepmate’s introduction comes at a time when UK sports fans are eager for fresh and exciting ways to engage with their favorite events.
Founded by Lloyd Bidder, a former director at a Big Four accountancy firm, and Johnny Barnes, the founder of Soho Juice Co., Sweepmate is setting out to reenergize the market. Barnes noted that their goal is to introduce an original product that can cover a wide range of sporting and entertainment events, from major football tournaments like the Euros to cultural events like Eurovision.
Johnny Barnes shared his vision: they aimed to offer a product that keeps fans engaged throughout the weekend, regardless of their team’s performance. The focus is on enhancing the excitement of watching the Premier League and keeping players invested in the outcomes of matches. The format is straightforward: participants select three teams, and if these teams finish first, fourth, or last, the players win. Barnes emphasized the scarcity value, as no new teams are minted 90 minutes before the start, adding an extra layer of excitement to the competition.
Sweepmate distinguishes itself from traditional bookmakers by not setting odds or taking positions. Instead, it operates as a pool-based game, where success is shared among all winners, creating a sense of community and shared excitement. According to Barnes, the company’s intention is to help people win by providing ample information to assist players in making informed decisions.
In line with its aspirations, Sweepmate secured a significant milestone by obtaining a license from the UK Gambling Commission (UKGC) on March 27, 2025. The license allows Sweepmate to operate as a linked gambling software and pool betting operator, ensuring that the platform meets regulatory standards and offers a secure environment for its users.
The UK fantasy sports market, although not as mature as the American market, presents unique opportunities for innovation and growth. DraftKings’ exit left a noticeable gap, but it also opened the door for new entrants like Sweepmate to make their mark. With the increasing popularity of fantasy sports and the unique approach taken by Sweepmate, the platform has the potential to capture the imagination of sports enthusiasts across the UK.
However, not everyone is convinced that Sweepmate will be able to replicate the success of DraftKings. Some industry analysts suggest that while the concept is intriguing, the challenge lies in building a user base that can match the scale of larger, established players. The competitive landscape in the UK is fierce, with numerous platforms vying for the attention of sports fans. To succeed, Sweepmate will need to offer compelling incentives and a seamless user experience to attract and retain users.
Furthermore, some critics argue that the novelty of Sweepmate’s format might wear off, and it will be crucial for the platform to continuously innovate and adapt to changing consumer preferences. The platform’s ability to introduce new features and incorporate user feedback will be key to maintaining its relevance in a dynamic market.
Despite these challenges, the launch of Sweepmate represents a significant development in the UK fantasy sports scene. For sports fans who have been missing the thrill of fantasy gaming since DraftKings’ departure, Sweepmate offers a fresh and engaging alternative. By combining the excitement of sweepstakes with the strategic elements of fantasy sports, Sweepmate is poised to capture the attention of a diverse audience, from hardcore sports enthusiasts to casual fans looking for a new way to engage with their favorite events.
Ultimately, Sweepmate’s success will depend on its ability to deliver on its promise of providing an exciting and rewarding experience for its users. As the platform continues to grow and evolve, it will be fascinating to see how it shapes the future of fantasy sports in the UK. Whether it can truly fill the gap left by DraftKings remains to be seen, but its innovative approach and commitment to enhancing the fan experience certainly make it a player to watch in the coming years.
