DraftKings has launched a new responsible gaming campaign based on the iconic Kenny Rogers song The Gambler, designed to promote healthy gambling through an upbeat and engaging message.
The multimillion-dollar effort, which rolled out on March 17, centers around a 60-second TV ad in which gamblers sing along with the country ballad in many everyday situations.
The ad, which coincides with Responsible Gaming Month, concludes with the catchphrase, "It's more fun when it's for fun," highlighting DraftKings' commitment to responsible gaming.
The push arrives at the start of March Madness, one of the largest betting periods of the year, with the American Gaming Association estimating that around $3.1 billion will be wagered during the tournament this year.
Likewise, DraftKings has stated that it has processed more than 300 million bets in the past three NCAA tournaments, with last year's women's tournament producing a record 250% year-over-year increase in betting.
To gain maximum visibility, the ad will be aired on top sports networks, including Fox and others, and an audio version of the campaign will be distributed on platforms Spotify and iHeartRadio. The campaign is also backed by top sports leagues, including the NFL, NBA, and PGA Tour.
The commercial brings The Gambler to life in humorous and familiar vignettes, with gamblers appearing in bars, pizzerias, sporting events, and living rooms. Some highlights include two golfers running away from an alligator on a golf course and a sports enthusiast breaking through a table at a football tailgate party, a nod to the longtime Buffalo Bills fanatic tradition.
DraftKings explained in a press release on the campaign that it selected The Gambler because of its cultural relevance and because it was a thematically appropriate selection for responsible gaming.
The lyrics remind one of being mindful "when to hold 'em, when to fold 'em, when to walk away, and when to run," are an appropriate metaphor for responsible betting choices.
Operators develop new responsible gaming solutions
Besides advertising, the campaign supplements DraftKings' responsible gaming initiatives, such as My Stat Sheet. The latter enables users to see their gaming history in a detailed, personalized way so that they can better manage their gaming activity.
Since its launch, nearly half of DraftKings' clients have employed My Stat Sheet, making it a significant part of the firm's responsible gaming initiatives.
DraftKings' action aligns with a broader industry movement as operators increasingly shift their focus toward responsible gambling. As regulators take a more watchful stance and public sentiment grows against problem gambling, companies invest heavily in awareness efforts and safe-play promotional tools.
FanDuel TV recently premiered ‘The Comeback With Craig Carton,’ a show about gambling addiction recovery. Hosted by Craig Carton, FanDuel's responsible gaming ambassador, the show features recovering gamblers and their experiences overcoming their gambling addiction.
Through these forums, the program aims to remove the stigma of gambling disorders, raise awareness of the support services that are available to both the individual and their families, and emphasize the reality that recovery is possible.
