Phase 1 is done.
We set out to create a breakout consumer crypto app in our first six months. And we did it.
$120m+ trade volume.
$10m+ revenue.
$10m+ ICO.
Investment from Coinbase, 6MV and others. A token launch that was actually well received (rare). Listings across multiple major exchanges.
We made an ambitious plan. We executed it.
But we won a battle not the war. Phase 1 was just the first part. It gave us the strength, resources and reputation to be able to pull off Phase 2.
Now we scale.
Phase 2: From 10,000 crypto fans → 100,000 sports fan traders
…and then millions of mainstream fans.
Phase 1 was about proving we could break out inside crypto.
Phase 2 is about building a real consumer sports product. It’s not a crypto experiment in a sports wrapper.
The next step is obvious: going from 10,000 crypto natives to 100,000 “Sports Fan Traders”.
And once we’ve nailed that, we push to the ultimate goal - millions of mainstream fans.
But you don’t get there by trying to be everything to everyone. You have to pick sides. Because a product designed for everyone is a product designed for no one.
Laser focus on a target audience
And being honest about who we’re not building for (yet)
Phase 2 is built around a very specific group who we are calling “Sports Fan Traders”.
These are the people who love sport, love being right, love having an edge, and understand markets and variance. They want rewards, they want status, and they want to be able to flex skill publicly.
They’re naturally obsessed with the same things we’re obsessed with.
And importantly, they stick around. They’re not tourists. They’re not here for a weekend pump. They’re here to build a reputation, win consistently, and dominate.
The first 100k to join us become the early adopter power base of Sport.Fun - bigger than anything we’ve had before.
One thing that can be tough though is recognising that some audiences are not good for us right now.
Who we are NOT targeting in Phase 2
Crypto flippers - they were part of Phase 1. We attracted them in droves in August 2025, and we meant to. It helped create escape velocity and momentum. Launching a product to crickets chirping is death - we needed noise.
But crypto flippers don’t build ecosystems. They build volatility. They run markets up and then exit, leaving chaos behind. That cycle is not compatible with scaling a sports product to real fans.
“Anti-sport traders” I think of as a problem too. These are people who trade aggressively against our core users, not because they have a sporting opinion, but because they’re trying to prey on the people who do. They set traps using the soft lock of sports fans holding a player through a match as bait. They dump during matches, create panic, and don’t care if the athlete wins or loses.
You can’t scale to real sports fans if the game feels like it’s being farmed by people who don’t even care about sport.
Casual players. Casual players are welcome, but Phase 2 isn’t designed for them yet. Actually, we have a good record of turning casual players into power users, and sometimes I think “casuals” are patronised by products. But for now we focus on getting 100k sports fan traders. Once we’ve nailed that and built the core ecosystem, we will broaden out and design properly for casuals.
But the next six months is not the time to be everything to everyone.
This clarity will drive everything
This focus runs through everything: product decisions, features, brand, marketing, systems.
When you know exactly who you’re building for, everything gets easier. The UI gets sharper, the mechanics get cleaner, the marketing gets more direct, and the culture becomes real.
Phase 2 is about building a product with an identity.
Brand, UI and UX update
Sport.Fun becomes the unified platform brand
We’re leaning harder into Sport.Fun as the major brand. This isn’t a single-sport experiment. Sport.Fun is a multi-sport platform with real ambition - something that can eventually stand alongside the biggest sports entertainment products in the world.
To support that shift, we’ve made two key hires in brand, creative, content and UX. They’re moving fast, and they’re already shaping something unified and consistent in and out of the game.
I’m genuinely excited by where it’s going. Once this work lands, we’ll look and feel like a product with a strong identity.
You can also expect a product that leans harder into consumer trading games and prediction markets, and is much less likely to be confused with collectibles or legacy fantasy.
This matters because Sport.Fun is not “web3 fantasy football.” It’s a new form of prediction game with mechanics that haven’t been used before, built to solve the problems in legacy sports products.
Blockchain is an enabling technology in the background. But web3 isn’t the identity.
Sport is the identity.
Sport.Fun: Building the Media House
We’re building an in-house content machine. Not generic sports content, not boring highlights available anywhere.
Content designed specifically for the kind of people who would naturally love Sport.Fun: entertainment, edutainment, memes, clips, drama, and market narratives.
The goal is simple: increase reach, build distribution, and bring new players into Sport.Fun through content that feels native to the product.
And building your own media brand is far more cost effective than endlessly paying for influencers or one-off deals. Influencers rent attention. A media house builds an asset, and it compounds.
This will include our own in-house content, official partners and ambassadors, and also opportunities for smaller creators to earn FUN incentives.
We want Sport.Fun to feel like a culture, not just a game.
Sport.Fun: Market Health Unit
The game should be decided by sport, not external market chaos
To create a truly fun and competitive game, we need an environment where outcomes are decided by sport, not by outside market conditions.
We already have advantages here. For example, we built our markets on stablecoins from the start so we’re resilient through crypto boom/bust cycles.
But we need to go further.
So we’re establishing a Market Health Unit, following the best practice in prediction markets. A dedicated team with one remit: protecting the competitive arena.
This unit will build automated systems to support liquidity, improve trading depth, dampen “bad volatility” and enforce fair play.
By “bad volatility” I mean things that happen outside sport. Losing value because bitcoin went down is just annoying. Losing value because a whale dumped feels rigged.
But losing value because your player played badly, got injured, got benched or had a bad transfer? That’s sport. Our audience understands that. That’s part of the game.
So we’re building systems with real firepower to smooth external shocks and make sure the game is dominated by sport and skill, not uncontrolled outside events.
And yes - the MHU will limit bad actors too. Sportsbooks limit winners. We never will. But we will limit accounts that aren’t trying to win through sport and skill, and are instead preying on our core users.
Sport.Fun is competitive. But every sport needs rules, otherwise it stops being fun.
Three major new features coming up
Phase 2 isn’t just strategy and brand updates. It’s also a continued focus on shipping.
Picks is coming next. Following the successful Superbowl trial, we’re rolling out a much more advanced version into Football (and other sports in future). The core idea is that showing skill should amplify your rewards -not just on five nominated players, but across your whole tournament squad. This becomes a major driver of reward boosts, rankings, badges and status.
FUN Seasons are evolving into the full Reputation system. This rewards skill, progression, FUN holding, and activity. It reduces the cost of playing over time, increases rewards, and compounds advantages for committed players. FUN becomes the key asset that turbocharges it - basically our version of a multi-tier premium pass with benefits for all wallet sizes.
As part of this, we’ll soon be announcing a change to the FUN whitepaper to shorten vesting on the community reward pool. The response to the TGE event was extremely strong, where we issued 2% of FUN supply to players and other benefits. Issuing 2% per month forever is not good for FUN holders, but we can significantly increase the reward schedule beyond the originally planned 0.5% per month. And we should. Phase 2 is about scaling aggressively. Stay tuned.
Finally, news and content directly inside the game. Soon you’ll get relevant injury, form and transfer news for players you hold directly in-game, alongside win percentages and odds. And content from the Sport.Fun Media House will also be piped directly into the game. This makes the game more entertaining, but also makes it easier to play by bringing the data you need into the same place where you make decisions.
What’s Next
Phase 1 proved the product works and the team can execute. Phase 2 is about scale.
We have momentum, resources, and a clear target audience. And now we have the confidence to build something opinionated, not generic.
I don’t think I’ve ever been more bullish on this team, direction and our core supporters. If we were▶️▶️ available in the game I’d be stacking on us that’s for sure.
