The US sports betting ban is becoming more and more porous as companies like DraftKings, FanDuel, and now WinView are proving. WinView is a Silicon Valley-based startup that’s looking to disrupt the sports betting scene with a unique business model that emphasizes in-play predictions.

WinView’s operation is pretty original, but is based on familiar models nonetheless. Here’s how it works, contests pit groups of players against each other as they attempt to predict what’s going to happen in a sporting event in real time. It’s a concept that draws elements from traditional daily fantasy sports contests and slaps them on a fast-paced in-play wagering format.

The key to WinView’s current model is that most of their contests are free-to-play. Players earn virtual currency that can be cashed in for cash and prizes. The company is slowly rolling out a paid contest format in states where they can legally get away with it. As of this writing, WinView’s paid contests are available in 31 US States.

Because they, mostly, don’t take fees WinView is currently earning its revenue from advertising. While that’s the model today, company officials have made it clear that could change if the Supreme Court issues a favorable ruling in the New Jersey sports betting case.

To further stay ahead of any suggestion that their company is actually offering some form of actual sports betting, WinView has avoided offering contests on college sports.

WinView officials are also confident that their fast-paced business model will do end-run around the shark problem that’s plaguing FanDuel and DraftKings because their analytics techniques won’t work for in-play contests. (For now anyways.)

WinView’s free contests are currently available in 50 US States.

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