DraftKings plows $10m into RG ad campaign ahead of March Madness
New York-listed firm also reveals fresh commitment to its State Council Funding Program and highlights customer engagement with spend tracking tool, My Stat Sheet
DraftKings is launching a responsible gaming advertising campaign and has committed $10m to the project as part of Problem Gambling Awareness Month.
Developed in partnership with the NFL and NBA, the commercial stresses the importance to customers of setting limits and making “informed choices.”
The spot is due to air ahead of the men’s and women’s March Madness tournaments. DraftKings said it expects the campaign to reach “millions of viewers.”
Alongside the ad campaign, the Boston-based firm has also reaffirmed its commitment to its State Council Funding Program, with $500,000 earmarked for deployment in 2025.
The sum will be distributed to 34 US state councils that tackle gambling-related harms, including those in states where DraftKings is not operational.
Since launching in 2022, the program has provided more than $2m to state councils and affiliates of the National Council on Problem Gambling (NCPG).
Those include the California Council on Problem Gambling, which used funds to launch a self-exclusion information portal and improve its telephone helpline efficiency.
Louisiana Association on Compulsive Gambling was able to upgrade its facilities and programs at the Center of Recovery-CORE that offers free treatment for state residents via the fund.
Finally, the operator has revealed insights around its My Stat Sheet tool, which allows customers to examine their gambling behaviors and patterns via charts and data.
The company said almost half of all DraftKings players have visited My Stat Sheet, with 13 million unique total visits to date.
The tool allows users to track deposits, withdrawals, wagers, and net win/loss.
DraftKings noted My Stat Sheet has also been the beneficiary of recent enhancements, including a “refreshed look, offering improved breakdowns by product as well as new insights into deposits and withdrawals.”
Lori Kalani, DraftKings chief responsible gaming officer, said: “At DraftKings, responsible gaming is fundamental to our mission, and we are committed to making tools, resources, and education available to all our players to help them play responsibly.
“Through initiatives like My Stat Sheet, which provides players with their personalized play data, and our new national awareness campaign, we’re reinforcing the importance of responsible play.
“Additionally, with the renewal of our State Council Funding Program, we’re continuing to support organizations that expand access to resources and education for players, their families, and communities.”
Last month, FanDuel also reported that nearly 50% of its customers had accessed its new My Spend responsible gaming tool during the NFL season.