News Corp acquires SuperCoach platform, signals new era in fantasy gaming

News Corp Australia has acquired the platform behind its flagship fantasy sports brand SuperCoach, marking a strategic move to grow new audiences, expand into new sports codes and unlock deeper commercial integrations.

The acquisition of Vapormedia, the Melbourne-based company that has powered SuperCoach for more than a decade, gives News Corp full control of its gaming infrastructure as it eyes broader innovation across the fast-growing fantasy category.

“This was a logical next step and marks the beginning of a new era for fantasy sports gaming in Australia,” Mark Reinke, managing director and publisher, state and community mastheads at News Corp, said. “It positions SuperCoach as the nation’s top fantasy sports innovation powerhouse.”

SuperCoach has grown to 430,000 registered players, with users spending an average of 173 minutes on the platform in May. News Corp claims the brand generates over 700 million page views annually – making it Australia’s most popular fantasy sports property.

Fantasy gaming is surging among under-40 audiences, with participation rising from 8% in 2021 to 18% last year, according to internal figures. Reinke said there was strong demand for new formats and shorter-form experiences, particularly from female users and younger fans.

“We have a large 18–25, predominantly male audience, but we see a lot of interest from other demographics, especially around short-form games and new franchises,” he said.

Currently, SuperCoach offers fantasy games across AFL, NRL, BBL and NBL. The in-house technology will now enable News Corp to explore international codes including the NBA, NFL and Formula 1.

“It really is more than a game,” Reinke added. “Bringing the expertise in-house enables deeper collaboration with the thriving ecosystem of SuperCoach content creators across social media, podcast and video platforms.”

With the acquisition, News Corp plans to expand season-long formats, launch new gaming experiences, and create more value for commercial partners targeting high-engagement sports fans.