DraftKings unveils new US marketing push for online casino brand
‘Spin Your Way’ campaign developed by Dublin-based agency The Tenth Man, with director having previously worked with celebrities Taylor Swift and Lady Gaga
DraftKings has debuted a US marketing campaign for its DraftKings Casino platform titled ’Spin Your Way’.
The new campaign features a 30-second ad developed by Dublin-based creative agency The Tenth Man.
The film was directed by Joseph Kahn, who has been involved in the production of videos for high-profile musicians including Taylor Swift, Eminem, Britney Spears, Lady Gaga, U2, and Kendrick Lamar.
The short features several people spinning in a circle in different locations to represent spinning the reels on a DraftKings Casino slot.
Locations include a hotel lobby’s revolving door, a bowling alley, a dentist’s chair, a restaurant buffet a park, and outer space, while 70s pop song ‘Everyone’s a Winner’ by Hot Chocolate, re-recorded as ‘Everyone’s a Spinner,’ plays in the background.
The Tenth Man was founded by former Paddy Power head of mischief Ken Robertson in January 2018.
The Irish agency completed its acquisition of film production company Hinterland Films in October 2024.
Commenting on the new DraftKings ad, Robertson said: “The challenge with a category this competitive is everyone is fighting for the same eyeballs at the same time. So we wanted to make something that felt less like casino advertising and more like a music video.
“That became the spirit of ‘Spin Your Way’ – big music, big energy, humor, and a bit of swagger, while keeping the DraftKings Casino experience and brand right at the heart of it. Once the idea started to take on the energy of a music video, Joseph Kahn immediately felt like the person to bring it to life.”
Kahn added: “I’m always looking for projects that feel a bit unexpected, but still have a simple creative idea at their heart. This project with DraftKings Casino had all of that from the jump.
“The central idea was a cool starting point creatively as well as a challenge technically. Our goal with ‘Spin your Way’ was to physically express all the internal fun and excitement of playing DraftKings Casino through the physical action of people spinning.
“That simple idea influenced everything from transitions and camera moves to the edit style, visual effects, and sound design. The thing that tied it all together for me was the track, as it drove the narrative in a way that was effortlessly cool and unexpected.”
In August last year, The Tenth Man produced a fully AI-generated advert for SBK in the run-up to the 2025-26 Premier League season.
DraftKings, which also owns the Golden Nugget brand, is live in five states with igaming, representing 11% of the US population.
Its sports betting and igaming products were rolled out to Alberta in July, when the province expanded beyond state-owned Play Alberta and opened up to regulated commercial online gambling.
In its Q2 earnings announced on August 6, the New York-listed operator announced a 7.5% year-over-year increase in igaming revenue to $461.9m, while revenue for the first six months of 2026 rose 8.2% to $923.2m.
DraftKings Casino topped Eilers and Krejcik and Gaming’s latest casino app ranking for the fifth consecutive report, with the boutique analyst firm noting the operator scored consistently well across most categories with its army of testers.