Jason Robins – ‘DraftKings needs to rethink its marketing message’

Speaking to Fortune Magazine Jason Robins CEO & Co-Founder of leading US daily fantasy sports operator DraftKings has stated that his company will need to “take a second look at its advertising”.

As DraftKings looks to re-secure customer confidence following a string of legal battles in the US concerning its product legality and close association with sports betting. The DFS industry was further rocked by reported employee breaches relating to game and player performance data last October.

Robins, who leads the Boston-based operator through troubled times, stated that DraftKings advertising had placed “too much emphasis on the winning of money, and not enough on the other reasons why people play such as socialising with friends, competing and being able to study sports stats”.

Prior to its legal troubles, DraftKings had been US advertising biggest ad-spenders having spent $24 million in September 2015 in the build-up the NFL season 2015/16. At the time DraftKings saw itself in an expensive ‘new player’ market share battle with rival operator FanDuel.

Commenting on future concerns, Robins declared that DraftKings operations would face new challenges as US states legalised DFS services with individual regulatory frameworks. The CEO would detail that DraftKings would need to be on top of all compliance measures in order to offer its customers approved DFS services.