New York City-based yoonew bills itself as "the world’s first futures exchange for event tickets." The company's real-time trading platform allows fans to buy and sell ticket futures in a safe online environment.

Fans buy "Fantasy Seats" for their favorite teams, which guarantees them a ticket to a championship game if the team makes it. Fantasy Seats are futures, and cost varying amounts based on the likelihood that a team might get to the finals. For example, a really good team, such as the Pittsburgh Steelers in football, would have an expensive Fantasy Seat, while the Detroit Lions, which were winless in 2008, would have an inexpensive Fantasy Seat.

Transactions are a gamble for buyers because if their team does not make it to the final, they lose the amount they paid. But, considering the cost of championship tickets, especially for the Super Bowl, Fantasy Seats can be a huge bargain, because they can cost a fraction of what it would cost to buy a ticket on the primary or secondary market.