FanCode’s Strategic Shift: Closure of FanCode Shop by October

FanCode, a subsidiary of Dream Sports, is preparing to close its online sports merchandise division, FanCode Shop, by October this year. This decision follows the cessation of Dream Sports’ real-money gaming operations after the ‘Promotion and Regulation of Online Gaming Bill, 2025’ was passed by Parliament. In June, FanCode opted to wind down its merchandising business and reallocate resources to its main content functions, as stated by the company.

A representative from FanCode mentioned that this change would enable the company to concentrate on its fastest-growing sectors, thereby delivering greater value to its users. The FanCode Shop will remain operational until October, ensuring that all orders placed within that timeframe will be fulfilled.

Challenges in the Merchandise Business

According to ET, which initially reported the situation, the merchandise arm struggled with ongoing viability challenges, compounded by the widespread distribution of counterfeit items, which significantly constrained growth potential.

FanCode Shop’s Offerings and Origins

Established in 2020, FanCode Shop provided authentic sports apparel, fan merchandise, and collectibles through collaborations with IPL franchises, the NBA, international cricket organisations, and prominent football teams worldwide. The initiative was designed to create an extra revenue channel for FanCode, which also features live sports streaming, commentary, and analytical services.

Previously, Dream11’s CEO, Harsh Jain, highlighted that the prohibition on real-money gaming led to a sudden loss of 95% of the startup’s income. However, the organisation does not intend to contest the Bill legally. Instead, it will concentrate on FanCode, the sports hospitality venture DreamSetGo, the online game DreamCricket, and the newly introduced investment technology platform Dream Money.

Dream11 is also looking to reallocate resources for artificial intelligence-driven advancements in sports content, commerce, merchandising, and fan engagement experiences.