How The Sun’s Fantasy Football Newsletter Increased Retention to 68 Percent

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Dream Team, the fantasy football offshoot from U.K. tabloid The Sun, has had a retention problem.

From one year to the next, the free-to-play game would have to reacquire two-thirds of its audience who signed up to play the previous year, which is typically around 1 million subscribers. As well as wasted effort, re-acquiring audiences costs more than retaining them.

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