DraftKings strives for stickier users with in-house social media functionality
US betting heavyweight launches DraftKings Social following customer requests but has no desire to become “Facebook of betting”
DraftKings will soon launch enhanced social functionality across its app and product portfolio.
The proprietary development will provide similar functionality to Facebook in that it will allow users to comment on the bet-slips of others and connect with friends who may be using the app.
In addition, the software includes push notifications from other users and the ability to share bets made with friends, while customers will be able to create their own DraftKings social media profile.
DraftKings Social will connect with DraftKings’ existing wallet and loyalty programmes to provide players with flash rewards across sports betting and DFS. EGR understands it will not extend to igaming.
The social hub was developed by an in-house team led by SVP of R&D Jordan Mendel, who previously led the DraftKings product development team as CPO between 2015 and 2018.
Discussing the impending rollout of DraftKings Social on a Q1 2021 analyst call, CEO and president Jason Robins said DraftKings was not looking to become the Facebook of gambling.
“The idea is to allow some user-generated content but obviously there will be moderation,” he said. “The bigger picture is to allow people to connect with each other around the experience they are having on DraftKings,” Robins explained.
“Obviously, there are a lot of social media platforms out there and this is not an intention to substitute for what the Facebook, Twitter and Instagram of the world are doing, it’s really more to enhance the actual experience on DraftKings.”
Robins revealed the firm had been inundated with requests from users in regards to what their friends are betting on and how they can keep their social circles informed of their betting activity.
“Lots of requests we’ve gotten are like this and we’re trying to do our best to facilitate those interactions in a way that makes users stickier, but more importantly improves the customer experience,” Robins added.
Social betting has been explored by the gambling industry in various iterations to differing degrees of success for a number of years now. Sky Bet introduced Group Bets functionality in July 2018, while Paddy Power canned BetDash in August 2014, choosing instead to focus on real-money Facebook app Paddy Power Social.
In the US, Wynn Resorts entered into a joint venture with tipster community operator BetBull last November.
BetBull had acquired London-based social betting start-up Wager four months prior for an undisclosed fee.