DraftKings’s sports website Playbook expands its team to churn out a steady stream of online posts providing fantasy sports content like Rotoworld and ESPN.

Playbook’s goal is to get DraftKings’ existing users to stay longer in the site and play more games, which appears to be working since its site redesign in March. According to the company, the average page views per visit have increased to 52% and time on the site is up 152%.

“Our players want and need this content anyway, so why shouldn’t they expect it from us?” said DraftKings cofounder Matthew Kalish.

DraftKing is just another business aiming to enter the media game, similar to rival FanDuel Inc., which has FanDuel Insider, and four major sports league, which have their own round-the-clock cable channels and news sites.