The daily fantasy sports industry is eyeing a breakout season as NFL games begin.
And its two dominant companies, DraftKings and FanDuel, are touting lucrative opening week prizes to try to draw more customers as more competitors pop up.
Major tech and media companies, including Yahoo and CBS, are entering the fray, signaling a potential sea change in the still-evolving market. (Disclosure: CNBC has a content-sharing partnership with Yahoo's finance site.)
DraftKings CEO Jason Robins says he doesn't view the new rivals as a threat, so long as his three-year old company based in Boston continues to succeed.
"Having a company like Yahoo or CBS join the industry helps if it makes games more mainstream and introduces new players," he says.