DraftKings is going all in for the start of football season on Wednesday with DraftKings Gameday, a nationwide celebration featuring free gas giveaways, a celebrity ad campaign and a charitable donation, alongside the company’s first coast-to-coast rollout of sportsbook, predictions and casino on one platform.
The promotion comes on the heels of the operator’s DraftKings Predictions push, rolling out state-specific ads in key states without legal sports wagering, such as California, Texas, Florida and Georgia. DraftKings now offers some combination of sports betting, predictions, lottery and online casino products in all 50 states, with availability varying by jurisdiction.
“This is our first football season with DraftKings Sports available to fans nationwide, and Gameday is our way of kicking off the season and celebrating our customers by bringing together exclusive offerings, giveaways and unforgettable experiences across the country,” said Chief Marketing Officer Stephanie Sherman.
DraftKings download growth leads the pack
The push should further boost DraftKings’ momentum following the World Cup.
Only DraftKings and BetRivers have seen their downloads grow over the last month, according to app download data from SensorTower quoted by Stifel.
DraftKings downloads are up around 25% compared to the same period from last year. The other brands saw their app downloads decrease, with FanDuel‘s decline approaching 50%.
Nationwide DraftKings Super App
This is the first football season where DraftKings can offer all of its products across all 50 states. However, what each person sees in the Super App in specific states will be a little different.
For example, those in Pennsylvania and Michigan will have access to DraftKings Sportsbook, DraftKings Casino and non-sports prediction markets through the app. New Jersey will see those and Jackpocket, its lottery platform available in 17 states.
Since sports betting is still not legal in California, Texas, Florida and Georgia, individuals in those states will have access to the full slate of prediction markets.
Gameday fuel and promotions
DraftKings is again targeting those large predictions-only states with free gas giveaways in four cities, one for each state:
- Atlanta
- Dallas
- Los Angeles
- Miami
The fifth and final city included is Detroit, a market where the company already offers iGaming, among the gas giveaway cities. In addition, giveaways, contests, interactive experiences and appearances from special guests in locations that will be announced separately.
There will also be a variety of offers across all platforms in the Super App, which “gives fans a single destination for football season,” the release said.
Marketing muscle and charitable push
DraftKings is also leaning on star power to drive the message home. The company’s “Take Your Game Anywhere” campaign, features Kevin Hart and Nick Jonas on a cross-country road trip, is now live across TV, digital and social platforms. The ads show fans using sports betting, predictions and online casino in various states.
Beyond marketing, it is giving back as part of promotional push. The operator’s DraftKings SERVES program will donate $50,000 to Disabled American Veterans, a nonprofit that provides lifetime support to veterans, their families, caregivers and survivors.
The funds will support DAV’s Transportation Network, which provides injured and disabled veterans free rides to VA medical facilities and appointments.
