DraftKings is rolling out a new responsible gaming campaign tied to the iconic lyrics of The Gambler just as the betting action heats up for March Madness.
The initiative aims to remind bettors to know when to hold ‘em, fold ‘em, walk away, and — if needed — run.
The campaign, launching on March 17, features a 60-second ad showing people in different scenarios singing along to Kenny Rogers’ classic hit.
The tagline? “It’s more fun when it’s for fun.” The ad will air across major sports networks, including Fox and CBS Sports, and will be supported by an audio push on platforms like Spotify and iHeartRadio.
Additionally, the NFL, NBA, and PGA Tour have also signed on as branding partners for the initiative, ensuring various sporting angles are covered.
Betting trends drive the message
DraftKings has processed over 300 million bets across the last three March Madness tournaments with the women’s tournament, in particular, seeing a massive spike in interest, thanks to bets increasing by more than 250% year-on-year.
Stephanie Sherman, DraftKings’ Chief Marketing Officer, explained that the aforementioned campaign is about reinforcing the message that gambling should be an enjoyable experience rather than a stressful one.
“We really believe that responsible gaming is for everyone,” Sherman said. “We want to invest in marketing that spreads awareness and reinforces our view that it’s more fun when it’s for fun.”
Bringing responsible gaming to life
The ad itself attempts to capture different moments where players make quick decisions — like folding at a poker table, dodging an alligator on a golf course, or tailgating at a football game. One scene even features a fan crashing through a table, a nod to the infamous Buffalo Bills tradition.
The campaign also includes licensed gear from teams like the Boston Bruins, Boston Celtics, and Kansas City Chiefs to make it feel as real as possible.
More than just a campaign
This push supports DraftKings’ ongoing responsible gaming efforts, including My Stat Sheet, a tool that provides players with personalized insights into their betting habits.
Nearly half of all DraftKings users have already accessed the feature since its launch, making it a core part of the company’s responsible gaming strategy.
“When we think about marketing, we focus on connecting with players in a way that’s authentic and relevant to the moment,” Sherman added.
With millions set to wager during March Madness, DraftKings is using an iconic song to deliver a message that’s as entertaining as it is important to bet smart and keep it fun.
