The growth has a lot to do with the football schedule and the fact that for new users, football is easy to play. It really takes one day of focus per week.

They're mostly male and of a younger demographic.

They're a great target for sponsors. These are folks who are comfortable online. From autos to credit card companies to shoe companies, they want to get in front of these people.

March Madness ranks number one for us. It is, by far, the busiest event we have online throughout the year. We see thousands of users coming to the site to make their bracket picks per minute.

What we've realized is there are various types of fantasy fans out there. We wanted to have a game that matched each. If you're a new player in fantasy, if you have less time to manage your teams, maybe the free option is more what you need.