Outside of Massachusetts, DraftKings is modifying its gambling advertising strategy to focus more on national ad campaigns and cut back on regional and state-level strategies. That’s according to DraftKings CEO Jason Robins, who discussed his thought process in a YouTube interview with Joe Pompliano last month.
Robins elaborated when Pompliano asked why DraftKings Sportsbook isn’t forming as many local or team partnerships lately.
“That’s something that we’re looking at because we know there’s a lot of inefficiency in there,” Robins said. “… Those (deals) are essentially local marketing, right? So, as we’re doing national marketing, and as these new state launch periods where we’re heavily focused on local are more limited, it’s not to say that they didn’t work before or weren’t effective.
“It’s just that it’s changed. We have all this national media that we’re running that’s reaching that audience.”
Exactly how DraftKings is definitely advertising within Massachusetts
DraftKings is the only one of the six MA online sportsbooks to create a Massachusetts-specific commercial. (Although, other sportsbooks have aired ads featuring Boston sports legends — such as Rob Gronkowski for FanDuel and Kevin Garnett for BetMGM.)
The sportsbook’s “Bet Local” commercial, featuring Lenny Clarke, David Ortiz, Brian Scalabrine, and Zdeno Chara, began airing on March 12 in Massachusetts. It has been popular.
Especially in the early stages after the March 10 launch, DraftKings heavily invested in TV ads. For example, during the March 13 Celtics vs. Rockets broadcast, DraftKings had four commercials — including the “Bet Local” ad.
However, DraftKings hasn’t announced any partnerships with local pro sports teams. Yes, it is currently the daily fantasy sports partner of the Red Sox, Celtics, Patriots, and Bruins. It still gains visibility that way. But BetMGM and FanDuel have made significant moves in this area surrounding the MA gambling launch. BetMGM became the official sports betting partner of the Red Sox, while FanDuel did the same with the Bruins.
That area has clearly not been a priority for DraftKings in the home state.
“When 100% of your marketing budget is local, then there’s a portfolio of things you invest in,” Robins told Pompliano. “When 20% or 30% of the marketing budget for a period is local, then you’re going to narrow that to the 30, 30 most impact overall things. So naturally things that were out there before may not be, or need to be adjusted in terms of the value you’re getting for what you’re paying.”
Impact on Ma market share?
You will soon see how impactful the DraftKings Massachusetts ad campaign has been on its business. The Massachusetts Gaming Commission will release March revenue figures from all six sportsbook platforms on April 18.
It is speculated that FanDuel will likely have the largest market share in Massachusetts over time, as it does in 15 of the 20 states where it is currently live. But could DraftKings take the top spot at least initially? And could it leverage its home-state advantage to outperform FanDuel in the long run?
Once again, we will find out soon. Perhaps if DraftKings is encouraged by its market share in March, April, and May, it may allocate more of its advertising budget to Massachusetts than it originally planned.
Matthew Baignade started as Content Director at PlayMA in 2022. Before that, he spent six years as a sports reporter and deputy sports editor for the Des Moines Register, where he received nine statewide journalism awards, including the Genevieve Mauck Stoufer Outstanding Young Iowa Press Award. As deputy sports editor, Matt oversaw the Register’s recruiting coverage while also innovating the outlet’s high school sports coverage. Matt graduated from San Diego State and grew up in California, but he’s somehow a Boston Celtics fan. Long story. Matthew also led coverage of Proposition 26 and Proposition 27 in the California sports betting ballot battle for Catena News.
