FanDuel Bets on Behavioral Science With ‘Play With a Plan’ Campaign

If you’ve used a betting app lately, you’ve probably seen the many “don’t do this” messages and restrictive warnings that feel a bit like a lecture.

FanDuel is taking a different approach with a new campaign called Play with a Plan. Instead of simply telling people to stop, the company is using behavioral research to give players tools to manage their own betting.

The company is treating responsible gaming like wearing a seatbelt: you don’t click it because you’re planning to have an accident; you do it because it’s a smart, normal habit.

Designing self-control into the experience

To make this happen, FanDuel is focusing on three key features:

1. My Spend: A dashboard showing exactly how much cash you’ve deposited and wagered over the past week or month.
2. Loss Limits: Allows players to decide ahead of time the maximum amount they are willing to risk.
3. Deposit Alerts: Automated notifications that appear when someone is approaching the budget they set. 

Why behavioral science beats warning labels

FanDuel’s Senior Vice President of Public Policy and Sustainability, Cory Fox, said the company went back to the drawing board to understand why people ignore safety warnings. The research showed that people want to play smart—they just don’t want to be talked down to.

“This refreshed platform was purposeful and reflects the research we’ve done to rethink how Responsible Gaming is communicated most effectively to consumers,” Fox said.

The softer approach seems to be working. The company saw a 41% increase in the number of people using these tools last year. When the dashboard looks like a high-tech stat sheet rather than a “timeout” screen, people are more likely to engage with it.

Why prevention is good business

FanDuel’s parent company, Flutter, is investing $100 million annually in these programs. The goal is to prevent gaming from becoming a problem so players can actually enjoy a win when it happens.

This isn’t FanDuel’s first venture into responsible gaming tools. The company also offers Real-Time Check-In, which uses machine learning to nudge players during impulsive moments, and The Comeback with Craig Carton, a TV show dedicated to recovery stories. They have expanded the Trusted Voices program with Randy Livingston to help families discuss betting risks and partnered with Front Office Sports on an industry-wide education course.

From Play with a Plan, we can expect more innovations in responsible gaming efforts.