As the NFL season winds down, DraftKings has launched a new video content plan with the league. Players on the DFS and sportsbook will be able to get NFL-produced previews, analysis, and highlights tailored to their picks.
The exclusive content was announced Monday as a collaboration between the gaming powerhouse, the NFL, and iSport Genius, an Australian-based company that has worked with overseas sportsbooks on similar offerings.
Content Fueling Engagement
Fans will be familiar with the video provided by this new deal. Some examples provided by DraftKings Sportsbook show the well-produced short videos loaded with facts and figures often found on the NFL app or other digital platforms.
“Our commitment to providing DraftKings’ customers with the most engaging fan experience possible is at the forefront of what our team sets out to do every day they come into work.”
Said Corey Gottleib, DraftKings’ Senior Vice President of Product, in a release.
“By leveraging our partnership with the NFL, we are thrilled to be able deliver official video content for our customers. This latest innovation will serve as another differentiator for our platform, establishing our Sportsbook and Daily Fantasy Sports apps as one-stop-shopping experiences for sports fans.”
We’ve seen similar content partnerships announced in the past, like the PGA Tour pairing with FanDuel for branded videos and broadcasts. Offering unique insight and research for the biggest and most-bet league in the United States could give DK a boost over the competition.
The NFL’s season has produced record handle across the country, growing substantially year-over-year in established and new markets. Fans have flocked to digital platforms to bet the league, allowing the books to expand nationwide and bring in even more customers.
Building Towards the Future
Despite their success in helping to create the daily fantasy field out of virtually nothing, and parlaying that base to dominate legacy gaming brands in sports betting and the online world, DraftKings still considers itself a “sports entertainment tech company” according to the Director of the Sportsbook Product, Dan Hannigan-Daley.
During the sports slowdown as the pandemic began, DK tried out some new offerings, from Freeplay pools to streaming some games. Hannigan-Daley noted the site saw customers watch over 36,000 hours of streaming video with limited availability and content.
The Super Bowl crowns a new NFL champion but also means the end of the season. While most sportsbooks run futures bets throughout the offseason, the lack of weekly scheduled games to wager means monthly business usually drops in the spring and summer.
Hannigan-Daley believes this new video packaging can help players keep interested throughout the year, either learning about new sports or paying more attention to lines with baseball, hockey, tennis, and other offerings.
“What we look to do is break down those barriers and get you to cross over into another sport or another league,” he said. “We try a lot there to drive that crossover and I think what will be really interesting is certainly, as we’ve seen with live streaming, it does drive incremental activity on these lesser-known sports.”
Expect to see video available for the Super Bowl and future events, like major UFC cards and March Madness.