Online sports betting is often cited as one of the most addictive of online wagering, and online—and land-based—sports books struggle to address the responsible gaming aspect of the activity. Last week, DraftKings (DFK) announced a series of initiatives that it hopes will engage their audience by increasing an awareness of RG tools. The efforts include a new digital advertising campaign featuring Kevin Hart and Nick Jonas that promotes responsible engagement, a PGA TOUR sweepstakes that promotes customer engagement with responsible engagement features, the launch of Gamalyze American Football in collaboration with Mindway AI, and new custom “cool-off” options that give customers enhanced flexibility when choosing a cool-off period.
Game Central
Let’s start with how Gamalyze American Football works. It apparently turns sports betting into a football game. But the link is buried in the RG section of their website and doesn’t really tell you what to expect, we’ll have to go to AI to see how it works. This is pretty appropriate since Mindway AI is a partner with DFK in this effort.
“Instead of a standard questionnaire, it uses a gamified simulation (rooted in neuroscience-based responsible gaming) that mimics decision-making during play,” Google AI tells us. “The tool analyzes your real-time choices, tracking how you respond to wins, losses, and risk outcomes. After completing the game, it generates an objective report detailing your sensitivity to rewards and losses, alongside tailored advice to keep your gaming experience safe and fun.
The report after playing the field-goal kicking game is interesting but unless the average sports bettor has a degree in psychology, it’s a bit hard to understand.
Apparently you can also sign up for this program at “gas stations” and win free gas! Again, no list of stations or ways to find this approach. And the experience is to be showcased throughout September at the DraftKings Sports Bar at Wrigley Field, Gillette Stadium for the New England Patriots’ home opener, and Arrowhead Stadium for the Kansas City Chiefs’ home opener.
Sounds like fun, right? But if you actually find Gamalyze American Football on the website or are encouraged to try it without a deep dive, what good is it? Nonetheless, Lori Kalani, chief responsible gaming officer at DraftKings, believes the company is at the cutting edge of RG.
“At DraftKings, responsible engagement is embedded in how we operate and is essential to building trust with our customers and our long-term sustainability,” she said in a press release. “We’ve continued to invest in tools and resources that give customers enhanced access to information about their play and more choices for managing how they engage. From My Budget Builder and My Stat Sheet to player-set limits and new custom cool-offs, we’re continuing to evolve our approach while promoting awareness and use of the tools and resources available to help customers play responsibly.”
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