DraftKings has rolled out a new rewards currency called Crown Cash that powers the company’s loyalty program, DraftKings Rewards, and makes it easier to view and use rewards across eligible DraftKings experiences, the digital sports and gaming company said in a Wednesday (Aug. 12) press release.
Crown Cash is now available to eligible customers across DraftKings Casino, Sportsbook, Daily Fantasy Sports, Jackpocket and Golden Nugget Online Gaming. The currency will expand to DraftKings Predictions and other offerings, according to the release.
With Crown Cash, customers can see the value they have earned in dollars and use it to place eligible wagers on DraftKings Sportsbook, play games on DraftKings Casino and Golden Nugget Online Gaming, and participate in other experiences, the release said.
The rollout of Crown Cash supports DraftKings’ super app strategy to create a unified platform, per the release.
DraftKings also announced Wednesday that it revamped the DraftKings Rewards loyalty program, adding Casino Weekly Bonus Back, Birthday Bonus and Crown Cash Boosts.
“By pairing flexibility with personalized benefits and unforgettable experiences, we’re delivering a loyalty program that recognizes customers in meaningful ways,” DraftKings Chief Customer Officer Shawn Henley said in the release. “DraftKings Rewards and Crown Cash make it easier for customers to see and use the rewards they’ve earned across our platforms, bringing greater consistency and connection across DraftKings.”
PYMNTS reported Friday (Aug. 7) that DraftKings is positioning itself not simply as a sportsbook operator, but as a nationwide sports commerce platform capable of acquiring, engaging and monetizing customers across multiple products.
When reporting the company’s second-quarter earnings in a press release, DraftKings Co-Founder and CEO Jason Robins said the company’s core business grew across handle, users and engagement.
“Our super app is now live nationwide, and Predictions is already growing faster than we anticipated,” Robins said during the call.
DraftKings entered prediction markets in December with the launch of DraftKings Predictions, a standalone app and web products.
The PYMNTS Intelligence report “Embedded Offers: The Billion-Dollar Opportunity Inside Recent Consumer Spending“ found that when offers, rewards and discounts are embedded into the customer journey, they can shape what consumers buy, where they choose to shop and the methods they use to pay.
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