FanCode to Close FanCode Shop Before October

FanCode, a subsidiary of Dream11’s parent company Dream Sports, is poised to conclude its online sports merchandise platform, FanCode Shop, by October this year. This decision follows Dream Sports’ suspension of its real-money gaming services due to the passage of the ‘Promotion and Regulation of Online Gaming Bill, 2025’ in Parliament. The company announced in June its intention to cease operations related to sports merchandising and shift its focus towards its essential content services, as confirmed in a statement from the company.

“This adjustment will enable us to concentrate on our fastest-growing segments that provide substantial value to our users,” stated a representative from FanCode. FanCode Shop will remain operational until October, ensuring that all orders placed during this period will be processed.

As reported by ET, the merchandise division grappled with ongoing challenges regarding viability and was hindered by the uncontrolled distribution of counterfeit items, which significantly restricted its growth potential. Established in 2020, FanCode Shop introduced official sportswear, fan merchandise, and collectibles through collaborations with IPL franchises, the NBA, international cricket organisations, and renowned football clubs worldwide. It was designed to establish an additional revenue stream for FanCode, which also provides live sports streaming, commentary, and analytics.

Previously, Harsh Jain, CEO of Dream11, mentioned that the prohibition on real-money gaming resulted in a rapid loss of 95% of the company’s revenue. However, the company has opted not to contest the Bill legally and will instead concentrate on developing FanCode, alongside the sports hospitality brand DreamSetGo, the online game DreamCricket, and the newly introduced investment technology platform, Dream Money. Additionally, Dream11 aims to redirect resources toward AI-driven advancements in sports content, commerce, merchandising, and enhancing fan experiences.