The nation’s highest-grossing sportsbook will soon launch a loyalty program.
Top executives from FanDuel’s parent company Flutter Entertainment reaffirmed that the company’s sportsbook would integrate a loyalty program by the end of June. The nation’s largest sportsbook by handle and gross gaming revenue will soon join all its competitors by offering a loyalty program.
Speaking at Wednesday’s Morgan Stanley Technology, Media and Telecom Conference webinar, Flutter CEO Peter Jackson said the new program would be a key way to retain and reward FanDuel customers.
“It’s a great mechanism for us to make sure that our consumers understand what they need to do to get us to do things for them, and why we're doing certain things for them,” Jackson said. “When people feel like they've got more agency, I think they feel more engaged.”
Jackson didn’t disclose further details about the program during Wednesday’s call. FanDuel will, presumably, include per-bet or per-spend rewards that can be exchanged for free bets, merchandise, experiences, or other valuables.
Like its daily fantasy sports pioneer-turned-sportsbook rival DraftKings, FanDuel will have to focus its loyalty program around digital assets. DraftKings offers online “Crowns” that can be redeemed for DraftKings shirts as well as gift cards and products from other non-gaming companies including Apple and Callaway.
Fanatics, the No. 3 sportsbook by handle, allows bettors to use “Fan Cash” earned with each real money bet to make purchases from the company’s massive catalog of sporting goods and memorabilia. The nation’s major casino-partnered sportsbooks such as MGM, Caesars, and Hard Rock have loyalty programs that allow bettors to exchange points earned for hotel stays on the Las Vegas Strip or other in-person experiences.
Financial pressures
The loyalty program comes as Flutter’s U.S.-facing gaming platform faces increasing financial strain despite its market-leading position.
Flutter stock has dropped more than 50% in the past 12 months, largely driven by fears about prediction markets. Flutter’s announcement that FanDuel, which generates nearly half the company’s global revenue, saw slowing handle growth to end 2025 and begin 2026 further accelerated the stock drop.
Despite shareholders’ fears, FanDuel officials have maintained they have seen little direct impact from prediction markets on revenue, a position Jackson reaffirmed Wednesday. He said the company’s regulated sportsbook platform, which generates higher revenue margins from parlay bets and other wagering options not available on prediction markets, remains the company’s “north star.”
Still, FanDuel is prepared to invest several hundred million dollars in 2026 on its own FanDuel Predicts platform.
This follows DraftKings’ announcement earlier this week that it would integrate its prediction market into its sportsbook platform, creating a “Super App” that would be available in all 50 states. FanDuel has not announced similar plans, but officials did say the company would increase parlay-style “combo” trades on its prediction market and accelerate marketing and promotional spend in conjunction with the World Cup and 2026 NFL season.
Kalshi, Polymarket, and a growing number of companies outside the traditional gaming world are now worth billions of dollars as investors see these as a replacement for traditional sportsbooks. Though they face an uncertain legal future, the nation’s top sportsbooks have now felt the financial pressure to compete against prediction market sports event contracts with extensive investments of their own.
In the meantime, America’s most lucrative sportsbook is hoping a new loyalty program can help attract – and retain – its millions of customers that helped it secure that top spot.
