DraftKings aims to boost fan engagement with latest venture

DraftKings is looking to ‘transform the way people experience sports’ with its latest venture involving both sports entertainment fund Diamond Eagle Acquisition Corp and industry platform and systems provider SBTech.

The venture, which is a three-way merger of the organisations, will see a new business entity formed which will trade under the domain ‘DraftKings INC‘ – a new US betting giant valued at an estimated $3.3bn. 

Discussing the three-way collaboration, Jason Robins, DraftKings co-found and CEO, stated: “It’s a powerful combination that creates a premier, pure-play, US-based sports digital entertainment and gaming company. 

“Together our companies will be able to realize DraftKings’ vision to build the best, most trusted and most customer-centric destination for ‘skin-in-the-game’ sports fans. To develop the most entertaining real money gaming products and offers and to forever transform the way people experience sports.

“We are excited about our future. Over the last few years we have built a dominant brand in daily fantasy sports that has positioned us well for the opportunity that is emerging as sports betting becomes legalized in more states across the US.”

The move follows on from the announcement of a partnership extension between DraftKings and Sportradar which will see the data supplier continue providing data feeds and bet stimulation content.

At the time, Neale Deeley, Vice President of US Sales and Gaming, Sportradar commented: “We are proud to extend our partnership with DraftKings, one of the most respected gaming companies in the US. DraftKings’ journey into sports betting has been a fantastic success, and we have been honoured to be on that journey with them. We look forward to continuing that success for many years to come.”

The extension with Sportradar will see the addition of more instantaneous data feeds to the DraftKings Sportsbook and will supplement live and in-play wagering. Moreover, this deal is also set to further boost fan engagement as new access has been granted to DraftKings for official league data and branding.

Ezra Kucharz, chief business officer at DraftKings, concluded: “DraftKings’ goal is to build the best, most trusted and most customer-centric destination for sports fans and our expanded partnership with Sportradar provides us with superior support. This partnership will enhance customer experience by allowing us to provide faster turnaround time on our products and give us the opportunity to develop new, innovative offerings for our players.”

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