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What if it were your job to revamp the DraftKings loyalty rewards program?
business promotions consumer insights incentives loyalty rewards daily fantasy
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44 months ago
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Congratulations! You've just been hired by DraftKings' CEO Jason Robins to reimagine DraftKings' loyalty (rewards) program from the ground up. Here is an overview of DraftKings' current loyalty program. (If the loyalty program link does not work, see the attached PDF at the bottom of this challenge.)

For more context, DraftKings has expanded its products to include Sportsbook (sports betting) and Casino (casino games such as Blackjack), two great complements to the DraftKings Daily Fantasy Sports product. Now we want you to reimagine a seamless program to support the entire business. Keep in mind, the goal of the loyalty program is to increase product adoption and acquire new members. 


In your first meeting with Jason, he asked you to share your vision. Jason wants your loyalty program to focus on four key priorities: customization, rewardssimplicity, and cross-category adoption from one DraftKings product to another. Explain your idea(s) that would take each of these priorities to the extreme. Please answer the following in detail:

  1. Customization: What would a fully-customizable loyalty program look like for DraftKings? How does it deliver a customized experience to its customers and show that DraftKings really "gets" them?
  2. Rewards: In your new loyalty program, what kinds of rewards and benefits would users receive? How might rewards and benefits differ from one DraftKings product to another, and why?
  3. Simplicity: DraftKings customers think the current loyalty program is too difficult to understand and use. How do you plan on making the new loyalty program straightforward and easy to use? What will the customer experience be like? Walk us through the user process, from signup to redeeming rewards, customer service, and more.
  4. Cross-category adoption: DraftKings has Daily Fantasy Sports, Sportsbook, and Casino products. It's vital that the new program promotes seamless usage across all three. Think outside the box; beyond free entries and promos, how does the new loyalty program accomplish this goal?
  5. Which loyalty programs stand out to you as the ideal rewards programs? What makes them successful, and how could we apply their best traits to your new DraftKings loyalty program?

BONUS: Design a piece of marketing material that would motivate adoption across product verticals (play frequency and playing on new products).

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Additional Materials:
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
$125.00 D The Catholic University of America
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$125.00 Square pic 60 10 31 14 pro Walden University
$125.00 A Bangalore Institute of technology
$125.00 Square pic 60 img072 2 Harvard University
$125.00 Square pic 60 ajay pic JAMK University of Applied Science,Finland
$125.00 Square pic 60 img 9478 University of Mines and Technology, Ghana
$36.40 Square pic 60 square small Georgia Institute of Technology
$36.40 J
$36.40 Square pic 60 fb img 15189333738841761 University of Mines and Technology, Ghana
$36.40 J University of Alberta
$36.40 Picture?width=160 Egerton university.
$36.40 Square pic 60 fb University of Kansas
$36.40 Square pic 60 20200121 192854 University of Mines and Technology, Tarkwa
$36.40 Square pic 60 t53r33gt6k IIEST
$36.40 Square pic 60 img 20200712 160057  2  copy APJ Abdul kalam Technological University
$36.40 B University of Central Florida
$36.40 Picture?width=160 University of Central Florida
$10.50 Square pic 60 photo 2 Jacobs University Bremen
$10.50 Square pic 60 linkedin profile pic Wright State University
$10.50 Picture?width=160 Dawson College
$10.50 Square pic 60 ahahahaha Yorkville University
$10.50 Square pic 60 img 20181003 wa0001 University of Manchester
$10.50 W University of Central Florida
$10.50 R University of California, Merced
$10.50 Square pic 60 njphotoshootjanelle Liberty University
$10.50 M
$10.50 O