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Betting activity is picking up as millions of football fans turn their attention to the new NFL season. Ahead of the season, DraftKings is rolling out a new slate of responsible engagement initiatives designed to help customers make more informed decisions.
The company is using one of the busiest betting periods on the calendar to introduce new education campaigns, stronger player controls and interactive tools. Together, the measures are designed to encourage healthier gambling habits while preserving the entertainment value of the experience.
The new initiatives include:
- A campaign fronted by Kevin Hart and Nick Jonas
- A PGA Tour sweepstakes tied to responsible engagement features
- Gamalyze American Football, an interactive tool created with Mindway AI
- Expanded custom cool-off options giving players more control over when and how they step away from betting
DraftKings expands its responsible engagement toolkit
DraftKings said the measures are intended to make responsible engagement resources easier to find and give customers more ways to monitor and manage their play.
Lori Kalani, chief responsible gaming officer at DraftKings, said responsible gambling remains central to the company’s long-term strategy.
“At DraftKings, responsible engagement is embedded in how we operate and is essential to building trust with our customers and our long-term sustainability,” Kalani said in a DraftKings press release. She pointed to My Budget Builder, My Stat Sheet, player-set limits and the new custom cool-off options as examples of the company’s continued investment in the space.
Kevin Hart, Nick Jonas front responsible gambling campaign
A new digital advertising campaign features comedian Kevin Hart and singer Nick Jonas, continuing the pair’s ongoing road-trip storyline while highlighting tools that help customers make informed decisions. It debuted Sept. 10 and will run across DraftKings’ digital channels through football season.
Rather than promoting wagering alone, the ads point customers toward responsible gambling resources, including the budgeting and activity-tracking tools available through their accounts.
PGA Tour sweepstakes encourages use of rg tools
DraftKings is also launching a limited-time PGA Tour sweepstakes. Eligible customers who explore responsible engagement tools in the My Budget and Controls section from Sept. 16 to 29 automatically receive an entry for a chance to win an all-expenses-paid trip to the Players Championship. Eligible features include My Budget Builder and My Stat Sheet.
Football-themed Gamalyze expands Mindway AI partnership
DraftKings and Mindway AI have unveiled Gamalyze American Football, giving fans an interactive way to learn about their own gambling behavior. It follows the Gamalyze Casino tool, integrated into My Budget and Controls in January 2026, and Gamalyze Football, the soccer-themed version launched during the 2026 FIFA World Cup.
Unlike a traditional questionnaire, Gamalyze uses simulated gameplay to assess how people make decisions, then offers personalized feedback on their gambling habits.
Throughout September, the experience will appear online and at several in-person events, including the DraftKings Sports Bar at Wrigley Field, the Patriots’ home opener at Gillette Stadium and the Chiefs’ home opener at Arrowhead Stadium.
Custom cool-off periods give players greater flexibility
DraftKings has also expanded its controls by introducing customizable cool-off periods. Previously, players chose from fixed options; now customers can select any period between three and 364 days, tailoring breaks to their own needs.
Football season is traditionally one of the busiest stretches for sportsbooks, making it a natural moment for operators to emphasize responsible gambling. As wagering activity grows across sportsbooks and prediction markets, operators face increasing pressure to expand consumer-protection efforts alongside new products and promotions.
