The beginning of March Madness has bookmakers on high alert expecting an avalanche of bets. In anticipation, DraftKings has launched a new responsible gaming campaign, using a nostalgic yet strategic approach. Taking cues from Kenny Rogers’ classic song “The Gambler,” the ad campaign aims to drive home the most important point about responsible gambling: knowing when to stop.
This recently launched campaign from DraftKings, which debuted on March 17, features a 60-second commercial showing regular gamblers dancing to The Gambler. From a poker player who gives up under pressure to a football fan who is caught up in the highs and lows of a game, the advertisement highlights a variety of betting situations that are meaningful to the human experience. The ad emphasizes the value of wagering for enjoyment rather than compulsively by incorporating ethical gaming guidelines into a catchy, well-known tune.
Under the slogan “It’s more fun when it’s for fun,” the campaign is airing on major sports networks like Fox and CBS Sports and reaching online listeners via services like Spotify and iHeartRadio. Moreover, to strengthen its reputation and expand its reach, DraftKings has formed partnerships with the National Football League, the National Basketball Association, and the PGA Tour. These partnerships ensure that the message is communicated effectively across a variety of athletic communities.
A Broader Strategy
The timing of this initiative is no coincidence. DraftKings has seen a dramatic rise in betting activity during March Madness, having processed over 300 million bets across the last three tournaments. Notably, interest in women’s basketball betting has skyrocketed, with year-over-year wagers increasing by more than 250%.
DraftKings’ Chief Marketing Officer, Stephanie Sherman, explained that the campaign was designed to reinforce the idea that responsible gaming should be a priority for everyone. She emphasized that betting should remain an enjoyable experience rather than becoming a source of stress, positioning the campaign as part of a broader effort to instill awareness around responsible gambling.
Sherman also noted that DraftKings’ broader marketing strategy focuses on authenticity and relevance, ensuring that its messaging connects with bettors in a meaningful way.
Beyond the campaign’s catchy execution, DraftKings has continued to integrate responsible gaming tools into its platform. The company’s My Stat Sheet feature, which provides players with personalized insights into their betting habits, has already been accessed by nearly half of its users. This, according to Sherman, demonstrates a growing awareness and adoption of responsible gambling practices.
