Illinois-based distributed gaming operator Accel Entertainment has entered into an exclusive agreement with DFS and sportsbook operator DraftKings this week.  

With immediate effect, Accel’s more than 2,300 video gaming locations across the entire state of Illinois will promote exclusive DraftKings content and programming across all Accel marketing channels, including in-location digital display screens, to drive awareness of and retention for sports betting among its loyal player base. 

The collaboration, said Accel, brings the “leading player in video gaming in the United States” together with the only US-based vertically integrated sports betting operator. 

“Accel is thrilled to join forces with DraftKings, the most innovative and recognizable sports betting brand,” said Andy Rubenstein, President and CEO. “Our agreement with DraftKings enables Accel to significantly expand our reach, not only in the locations where we already operate, but also with new potential partners as we look to continue driving growth.”

The firm’s CCO added: “We have two strategic objectives to strengthen our business: differentiate our offering for establishment owners and deepen our player relationships. 

“Joining with DraftKings is a strong first step towards accomplishing both goals. Sports betting is a social activity and bringing the leading DraftKings brand to our highly frequented local businesses will help those establishments win. 

“Our players have also shown us their interest in sports betting through our free to play sports app and with this relationship we are able to deliver them access to a best-in-class real money sports betting experience.”

Today’s announcement comes just weeks following the successful launch of the DraftKings at Casino Queen Sportsbook app and opening of a retail sportsbook at DraftKings at Casino Queen casino in East St Louis, Illinois.

“DraftKings is excited to be working with Accel as we continue to reach more sports betters across the state of Illinois, said Ezra Kucharz, CBO, DraftKings. “This collaboration is a natural fit for us as Accel is a trusted brand who will provide on-the-ground support to complement our efforts in Illinois and beyond.  

“We look forward to providing customers with more ways to engage with our exceptional content through Accel’s digital display screens.”