An online game centered around the AFL has captivated more than 300,000 players since its launch less than a month ago, becoming a viral phenomenon that has sparked conversations in bars and even in bathrooms at the MCG. It raises the question of which players should be delisted and who deserves to be drafted for an AFL dynasty that could have been.
Creation and Initial Reception
Footy Redraft’s creator, Greg Butyn, revealed that he developed the basic framework of the game in just a couple of nights in July. Initial feedback from friends was encouraging, but it quickly escalated into something more significant, giving him the first hint that he might have stumbled upon something valuable.
“I sent it to a couple of mates and they just said it was good,” Butyn shares. “And then the next day I was getting messages from them and they were like, ‘mate, I’ve been thinking about it all day at work. I can’t wait to get home and play it’. “I went around to my mates’ house, showed them the game, sat on the couch, and they just sat there glued to their phones playing it instead of watching the footy that was on TV. And I was like, ‘I might be onto something here’.”
Butyn recalls visiting his friends’ house to demonstrate the game, only to find them engrossed in playing on their phones instead of watching the football match that was airing. “There’s that real feeling of, oh, ‘I’ve got a really good team together, and they’ve got rolled in the prelim’, and that makes you come back for that time that you do win as an underdog,” he thought to himself.
Emotional Connection and Gameplay
The emotional rollercoaster of losses is ever-present, but it’s ultimately the hope that keeps fans returning. Butyn has successfully gamified that blend of nostalgia, heartache, triumph, and speculation that exists in the minds of supporters.
The 40-year-old data analyst admits that his experiences as a long-suffering supporter of the Western Bulldogs—especially their unforgettable 2016 premiership run—have shaped his perspective on the sport and influenced the game.
“And then, for the player-side, we definitely debate who should have gone at what pick. We love putting together our redrafts of what order would we have done it. This game literally lets you go and do that.” he explains.
“I thought maybe the 20-year draft would be too long for people to ‘get’. If you’re 25, do you really remember some of the Cats or Hawthorn players, or even the Richmond team?,”
Rapid Growth and Community Engagement
From a simple announcement on social media on July 13, the game attracted 20,000 players within a single day. In just two and a half weeks, that number surged past 300,000, with over four million seasons simulated to date.
The gameplay allows users to revisit two decades of AFL history, taking a club’s actual roster and reshaping it for success by leveraging player performance data from real AFL seasons.
“I was a bit worried the demographic was just for me and my mates, and then once I posted it on Twitter [X] and had a few guys share it, it really blew up. I was really surprised.”
Butyn reflects.
“Someone sent me the link of Dan Gorringe going through the game for half an hour on YouTube, and I still can’t watch it because I don’t want to, I’m almost embarrassed by it,”
The game has also attracted content creators, such as AFL-endorsed Dan Gorringe, who have featured it online.
“But all the feedback I’ve received – like if I read the comment section anywhere, whether it be on Twitter, whether it be on YouTube, TikTok, Instagram – everyone seems so positive. I’m actually really shocked, and no one has pointed out something dumb, like ‘He’s in the wrong position’, or ‘That guy had a better season’.” Butyn admits.
“The offer would have to be, I don’t know, not going to get bought just for a couple of bucks. I think the game’s too fun and it’s got too much goodwill, and people are enjoying it too much to spoil it with ads,”
Future Plans and Monetization Strategy
The game’s charm lies in its purity and simplicity, offering a refreshing alternative in an AFL environment that has become heavily influenced by gambling. Even the official fixtures now display betting odds alongside team matchups.
Despite its popularity, Butyn is not rushing to monetize Footy Redraft and has already declined two investment offers. “It has to be worth it. And I feel like a game like this, it’s got a pretty shallow ceiling [in terms of potential market] being in Australia only, and I can’t see a way to monetise it without also spoiling it.” he states.
“plus a couple of pints, and anything on top that I can get from here will definitely go towards a night out at some stage”
Instead, he has opted to request donations from enthusiastic players. So far, his earnings have covered the monthly web server costs of about $80, “But I’m throwing up if it actually detracts or adds to the game because it really breaks up the cadence of drafting, and re-going. Maybe the fun bit is not having to think too much and just spinning through all these old names. Maybe that’s the fun of the game.”
While developing the game has proven to be just as addictive, Butyn has already revamped the hall of fame and rewards system, and he is now beginning to experiment with a trade mechanic.
“But I’m throwing up if it actually detracts or adds to the game because it really breaks up the cadence of drafting, and re-going. Maybe the fun bit is not having to think too much and just spinning through all these old names. Maybe that’s the fun of the game.”
