2020 Shortlist

Elevating the Sports Experience Through Legalized Sports Betting

Entrant Company: FanDuel Group

Winner
  • Best Engagement Through Sports Betting
FanDuel Logo

About this Entry

Sports betting is consumer driven we’re going to continue to see more transparency within the industry which is beneficial to all involved with FanDuel already at the forefront.

How does entry represent "Excellence in Engagement"?

FanDuel is the industry leader in generating new customers and proving the type of content and sports betting opportunities that will turn them into brand loyalists. Whether it’s having the foresight to partner with Pat McAfee when he has only 500K followers on Twitter (1.7M currently) or the wherewithal to know when customers were wronged and deserve better. FanDuel is an authentic brand that customers feel comfortable engaging with because their products enhance the sports experience. FanDuel promotions including “Spread The Love” are customer driven, allowing them to control what the point spread is for a game which leads to complete transparency on the number of engaged fans setting benchmarks for both FanDuel and their competitors to reach for further campaigns.

Objective: FanDuel’s mission in 2019 was to not only strengthen its hold as the number one retail and online sports betting provider in the United States, but to also lead the way in the ever-growing, and now mainstream, sports betting industry. The company accomplished this objective through the opening of several new retail sportsbooks in four states (NY, PA, IN & IA), launching online sports betting in three states (PA, WV & IN), announcing new partnerships (Pat McAfee, NHL, MLB & MSG Networks) and providing an unparalleled experience to its customers through their “More Ways to Win” promotions.

Strategy & Execution: FanDuel opened six sportsbooks in four states in 2019 and during the opening formed strategic partnerships with local sports legends with strong community ties. Sportsbook partnerships included Brian Urlacher and Ken Anderson in Indiana, John Randle and Antonio Freeman in Iowa and Brent Celek in Pennsylvania. FanDuel launched several key partnerships in 2019, including with former NFL player and sports media personality, Pat McAfee. The partnership made FanDuel the exclusive sports betting and daily fantasy sports partner of McAfee who has quickly become one of the most popular figures in the sports world. McAfee will appear on FanDuel’s “More Ways to Win” TV show, several podcasts and at FanDuel Sportsbooks to engage with fans and customers through a variety of touchpoints.

FanDuel created several unique promotions and payouts that lived up to its “More Ways to Win” mantra for its customers, including Spread the Love campaigns in Indiana and Pennsylvania where customs had the opportunity to change spreads in their own favor based on volume of bets, early futures wagers payouts for Alabama college football and the U.S. Women’s National Soccer team at the World Cup and bad beats relief after severe poor calls or bad luck results in games.

Results:

  • The FanDuel Sportsbook has maintained its position as the #1 Sportsbook in NJ and PA, being the top operator in NJ and PA both in mobile and retail with more than 50% market share in each state.
  • Since the online launch of the FanDuel Sportsbook in PA, customers have received nearly $15 million in promotions, bonuses, odds boosts and more.
  • The FanDuel Sportsbook at the New Meadowlands Racetrack is now the biggest Sportsbook in the world.
  • FanDuel Group’s active customer growth is currently exceeding expectations, with more than 250,000 online sportsbook customers since launch.
  • FanDuel group is the largest online real money gaming operator in the US with 8.5m customers, operates in 46 states.
  • FanDuel’s multiple “Spread The Love” campaigns resulted in over $4M being awards to customers, an unprecedented amount.
  • The FanDuel Sportsbook offers more betting options than other operators. On average, there are twice as many markets available compared to the competition.

Production

  • The FanDuel Group

Credits