DraftKings Upgrades Loyalty Plan, Unveils New Elite Program

Posted on: October 22, 2024, 03:27h. 

Last updated on: October 22, 2024, 03:27h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

DraftKings made improvements to its Dynasty Rewards customer loyalty program, including an array of redemption options for clients in the plan’s highest tiers.

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DraftKings logos. The gaming company unveiled upgrades to its Dynasty Rewards program. (Image: AP)

One of the marquee enhancements to the online sportsbook operator’s rewards program is the 2025 Elite Rewards Gifts and Experience Catalog, which is scheduled to debut in January. Those offerings — accessible to players in Dynasty Rewards’ Diamond and Onyx Tiers — include Apple electronics bundles, Broadway show tickets, high-end watches, and vacations, among other prizes.

As a customer-centric brand, we are always looking for new ways to best serve our customers and Dynasty Rewards was created to deliver unforgettable, customizable experiences and gifting opportunities for our players,” said DraftKings Vice President of Loyalty and Experiences Chika Chandrashekar in a statement. “It’s important to us that we’re providing a best-in-class loyalty program to our players, as well as the most rewarding offerings and exclusive access that they can’t get anywhere else.”

Dynasty Rewards is comprised of five tiers — Bronze, Silver, Gold, Diamond, and Onyx.

Why DraftKings Loyalty Plan Improvements Matter

Along with rival FanDuel, DraftKings is part of a duopoly that looms large over the North American online sports betting scene. Despite that status, the rewards programs offered by online-only operators often aren’t as rich as those offered by some rivals.

For example, online sportsbook and internet casino operators whose parent companies are traditional casino operators have leveraged rewards programs with some noting effectiveness in terms of luring online bettors to land-based properties. As just one example, BetMGM, as is the case with parent MGM Resorts International, has an arrangement with the Marriott Bonvoy loyalty program.

That puts some burden on online-only operators to make their rewards programs stand out. In the case of DraftKings’ Dynasty Rewards, customers earn crowns (points) and tier credits across the gaming company’s suite of offerings, including daily fantasy sports (DFS), iGaming, and sports wagering. They can also accrue crowns and tier credits at Golden Nugget-branded online casinos.

DraftKings acquired Golden Nugget Online Gaming (GNOG) in May 2022. No mention was made of the elite portion of Dynasty Rewards potentially including stays at Golden Nugget land-based casinos. Tilman Fertitta owns those properties, not DraftKings.

What it Takes to Hit Dynasty Rewards Top Levels

As is the case with most gaming loyalty programs, it takes some work and spending to reach the highest levels of DraftKings’ Dynasty Rewards.

Customers start at the Bronze level and it takes 5,000 tier credits to move up to Silver. Those seeking eligibility for the elite rewards offering, need to earn at 90,000 tier credits for Diamond status and 175,000 to enter coveted Onyx territory.

DraftKings is making that quest compelling as some of the experiences offered to those eligible for elite rewards include Disney vacations and golf outings at prestigious courses including Pebble Beach. Crowns can also be redeemed for DK Dollars, which can be used to place sports bets, for DFS entries or to play internet casino games.