Game operators hope to augment revenue by selling other products to players. It's hard to determine who is making money from fantasy sports because operators don't break out numbers. And we're in the enviable position of doing both. Yahoo, which began offering free, advertising-supported games in the late 1990s, is now studying entry fees. M arketing lists One revenue stream that's expected to skyrocket is direct marketing.
Players turn over a wealth of personal information when they register.
Miller Lite was able to send players regular e-mails with NFL updates. There's a real danger that marketers will overload fans with e-mail. Some smaller operators have used the offer of free fantasy games to assemble e-mail marketing lists. For some of them, that's been the basic business model.