FanDuel begins pivot away from ‘risk-free’ marketing strategy
US market leader targets more ethical sportsbook practices with realigned messaging
FanDuel has reportedly dropped the term ‘risk free’ from its US sportsbook marketing strategy, in favor of more responsible gambling-led messaging.
Last month, FanDuel CEO Amy Howe confirmed to the Wall Street Journal that the US sportsbook market leader was “re-evaluating” usage of terms like ‘risk free’ in its advertising promotions targeting new customers.
Terms including ‘risk free’ have been a central part of FanDuel’s approach to new markets, most notably in New York where the sportsbook operator’s marketing to new customers has led to it taking a leadership position in the Empire State.
However, it is understood that this review has now been completed and the terminology has since been dropped in favor of ‘no sweat’, in order to pursue a more ethical approach to customer acquisition.
FanDuel utilized a “No Sweat Same Game Parlay” in its recent NBA playoffs campaign in Michigan and has used the terminology in a number of other US states and with its affiliates.
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The term ‘risk free’ remains a divisive one in sports betting circles as terms can differ between operators, usually centering on terms applied to the refund of losing bets.
There are also certain responsible gambling (RG) connotations, namely the portrayal of gambling as a ‘risk-free pastime’, when there is an inherent risk level involved in placing a bet on the outcome of a result.
In the interview with the Wall Street Journal, Howe suggested that the firm was looking to “grow up” and move on from potentially harmful practices to a more ethical centric standpoint, where responsible gambling is at the core of its operations.
“I certainly feel a huge sense of obligation,” Howe said.
“What got FanDuel to where it is today is not necessarily going to be what gets us to potentially a $10bn company,” she concluded.
FanDuel has previously committed to a broad-ranging program of responsible gambling-led initiatives, most notably its partnership with American radio personality Craig Carton, which recently bore fruit in the firm’s RG campaign in March.
As part of the partnership, Carton oversaw the development of a responsible gaming training module for FanDuel employees, a tutorial for customers on RG, as well as social media videos which highlight FanDuel’s RG tools.
Prospective FanDuel employees are required to go through responsible wagering training, and existing employees take part in responsible gaming training, with the successful completion of the training being tied to all employee compensation.
FanDuel’s RG arsenal includes deposit, wager, and time limits, as well as self-exclusion-led tools.