DraftKings’ Spanish-language rollout begins
Launch starts with select customers after CEO Jason Robins hailed possibilities ahead of next year’s World Cup
DraftKings has launched Spanish-language accessibility across its sportsbook and casino app.
The feature will be rolled out to select customers in the US and Ontario, and in the following weeks will be made available to all DraftKings customers.
Customers with Spanish as their default or chosen mobile device language will have their DraftKings apps automatically switched to Spanish as part of the update.
The functionality will eventually include the entire customer journey across DraftKings apps, including onboarding, navigation, responsible gambling tools, and customer support.
The Boston-based business said the move was a “significant step in DraftKings’ ongoing effort to deliver a product uniquely tailored to each of its customers’ individual preferences.”
Corey Gottlieb, DraftKings chief product officer, added: “Today, Spanish-speaking players represent a growing segment of DraftKings’ customer base.
“By bringing Spanish-language functionality to our best-in-class product, we’re creating a more intuitive experience for our customers and expanding our total addressable market.
“This is consistent with our commitment to delivering the most authentic, personalized product for everyone.”
Spanish is the second-most spoken language in the US, and DraftKings’ Spanish-speaking customer base has been growing in recent years.
As per US Census data, Spanish is the most common non-English language spoken is US homes at 62%, around 12 times greater than the next four most common languages.
Sports betting remains illegal in the two US states with the largest Spanish-speaking populations: California and Texas.
CEO Jason Robins said there was “incremental opportunity” in these states during DraftKings’ Q3 analyst call.
NBCUniversal has given the operator advertising spots across Spanish-language terrestrial TV network Telemundo’s coverage of next year’s World Cup.
The 2026 tournament is set to be hosted in the US, Canada, and Mexico.
NBC, which owns Telemundo, announced in September a multi-year advertising deal with DraftKings.