Yahoo is enhancing its mobile experience for football fans with new updates to its Fantasy Sports Football application.

The app lets users compete against friends in a fantasy football league. It is available for free in Apple?s App Store and Google Play.

?Advertisers follow eyeballs, and consumer eyeballs are increasingly on mobile devices,? said Simon Buckingham, CEO of Appitalism, New York.

?Yahoo has to have a strong mobile presence to remain relevant to consumers and advertisers,? he said.

Mr. Buckingham is not affiliated with Yahoo. He commented based on his expertise on the subject.

Yahoo did not respond to press inquiries.

Virtual football
Yahoo first launched a mobile application for fantasy football in 2008 (see story).

Through the app, users could manage their teams, receive player news and injury information and make roster changes.

With the new updates, users can also pick players, set their queues, check results and chat to other managers.

Additionally, users will be able to participate in mock drafts to prepare for their real drafts. They can practice strategy and get an edge on the competition.

Mobile touchdown
Yahoo has put a lot of effort into its mobile initiatives for sports products.

In 2011, Yahoo Sports Fantasy Football began linking football across four screens: smartphones, Web, live television and tablets (see story).

Last year, Yahoo Sports celebrated the company?s 15th football anniversary with new updates to the mobile app. (see story)

Yahoo has also launched similar applications for other sports such as baseball (see story).

Yet not everyone is thrilled with Yahoo?s Fantasy Sports app.

Mr. Buckingham had difficulty logging into the app via Facebook. However, this reporter was able to log in to the app via a Yahoo account.

?The Yahoo Fantasy Sports app is disappointing as I downloaded the app on my iPhone 5 and couldn't even sign up due to a page formatting issue with the app,? Mr. Buckingham said.

?Getting such details right are critical to executing the company's strategy,? he said.

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York