DraftKings Announces New Responsible-Engagement Tools, Ad Campaign and Sweepstakes Timed to Football Season

On September 14, 2026, DraftKings Inc. announced a package of responsible-engagement initiatives timed to the start of football season: a digital advertising campaign featuring Kevin Hart and Nick Jonas, a PGA TOUR sweepstakes, a new football-themed version of its Gamalyze self-assessment tool developed with Mindway AI, and custom cool-off periods that customers can set themselves.

The announcement covers DraftKings’ customer-facing gaming tools and resources. The company’s release does not specify whether any of the initiatives apply to DraftKings Predictions, the event-contracts platform operated by its wholly-owned subsidiary GUS III LLC, which the release describes as offering federally regulated event contracts under CFTC oversight. No opened evidence establishes product-level applicability of these tools to the Predictions platform.

Celebrity ad campaign and PGA TOUR sweepstakes

The digital campaign continues an existing “road trip” ad series featuring Hart and Jonas, this time carrying responsible-engagement messaging and promoting awareness of the company’s play-management tools. According to the release, the campaign initially launched on September 10 and will reach customers through digital channels.

Separately, DraftKings said it is running a PGA TOUR sweepstakes from September 16 through September 29, 2026, in which eligible customers can win an all-expenses-paid trip to THE PLAYERS Championship by engaging with features such as My Budget Builder and My Stat Sheet within the My Budget and Controls section of its platform. The company framed the sweepstakes as a way to encourage customers to learn about and use its responsible-engagement tools.

Gamalyze American Football with Mindway AI

DraftKings is also expanding its collaboration with Mindway AI, a responsible-gaming software company majority-owned by Better Collective, through the launch of Gamalyze American Football, a gamified responsible-engagement experience themed around the sport. The partnership began in January 2026, when DraftKings integrated Mindway AI’s Gamalyze Casino self-assessment tool into My Budget and Controls; Mindway AI described the tool at the time as evaluating actual decision-making during a simulated card game rather than relying on self-reported answers. A soccer-themed Gamalyze Football followed during the 2026 FIFA World Cup.

According to a September 10 release from Mindway AI, DraftKings launched a nationwide “DraftKings Gameday” activation featuring Gamalyze American Football at gas stations across the United States on September 2, offering free gas at select locations. Throughout September, the experience is also being showcased at the DraftKings Sports Bar at Wrigley Field in Chicago, at Gillette Stadium for the New England Patriots’ home opener, and at Arrowhead Stadium for the Kansas City Chiefs’ home opener. Mindway AI described DraftKings as the first operator to deploy the football-themed version of the tool, a claim attributable to the partner company.

Custom cool-off periods

The fourth initiative adds custom cool-offs to DraftKings’ budget-and-controls suite. Customers can now select a cool-off period of any length between three and 364 days, according to the release, which the company characterized as giving customers more flexibility in choosing a break from play. DraftKings’ Responsible Gaming Center, as displayed on September 15, 2026, lists related tools including My Budget Builder, My Stat Sheet, deposit and contest limits, cool-off and self-exclusion options.

Executive statements and company context

“At DraftKings, responsible engagement is embedded in how we operate and is essential to building trust with our customers and our long-term sustainability,” Lori Kalani, DraftKings’ Chief Responsible Gaming Officer, said in the company’s release, pointing to My Budget Builder, My Stat Sheet, player-set limits and the new custom cool-offs. Mindway AI CEO Rasmus Kjaergaard said in his company’s release that embedding gamified tools “when fan excitement is at its peak” gives customers an engaging way to keep their experience responsible. Both statements are company characterizations of the initiatives’ purpose; the releases assert educational intent and do not provide evidence of effectiveness at reducing problem gambling.

Per its release, Boston-based DraftKings operates sportsbook, iGaming and daily fantasy products across dozens of U.S. states and Canadian provinces, owns the Jackpocket lottery courier app, and — through GUS III LLC, doing business as DraftKings Predictions — operates an event-contracts platform it describes as federally regulated under CFTC oversight. Whether the Predictions platform carries any of the newly announced tools, sweepstakes or activations is not addressed in the opened materials.