After teasing the new functionality for DraftKings’ online gaming platforms, the operator officially launched a Spanish-language experience in North America.
On Tuesday, the Boston-based gaming giant debuted its Spanish-language functionality across its sportsbook and online casino apps, providing Spanish-speaking players with a personalized product. Earlier this month, DraftKings CEO Jason Robins announced the company’s plans to launch Spanish during a Q3 earnings call.
The functionality will encompass the entire platform, including onboarding, promos and customer support.
“Today, Spanish-speaking players represent a growing segment of DraftKings’ customer base,” said Chief Product Officer Corey Gottlieb. “By bringing Spanish-language functionality to our best-in-class product, we’re creating a more intuitive experience for our customers and expanding our total addressable market. This is consistent with our commitment to delivering the most authentic, personalized product for everyone.”
DraftKings execs see opportunity ahead
DraftKings is debuting the offering as it prepares for the 2026 FIFA World Cup. The 48-team international soccer competition will be hosted in Canada, Mexico and the U.S. In the 2022 iteration of the tournament, Americans wagered more than $1 billion.
“We have the World Cup coming up in 2026, how big an audience do we think there’s going to be for that that is Spanish language-first, and what kind of opportunity could that create?,” said Robins during the earnings call. “We’ve done some testing into Spanish-language media, directing to the English language product, to see if there is an incremental customer acquisition opportunity there.”
DraftKings is initially rolling out its Spanish-language experience to select customers in the U.S. and Ontario. The company will continue to expand the offering in the coming weeks.
“We have a pretty good idea of what kind of opportunity this could represent,” continued Robins. “If we can create the best experience, if we can get there first and early, it gives us an opportunity to really build outsized share in that demographic.”
DraftKings invests in a Spanish-speaking market
DraftKings launched its Spanish-language experience after opening a new retail sportsbook in Puerto Rico, marking the company’s first foray in the territory’s gaming market.
It opened a retail sportsbook at Foxwoods El San Juan Casino earlier this month in partnership with the Mashantucket Pequot Tribal Nation and investment firm LionGrove.
DraftKings also plans to offer online wagering in Puerto Rico, pending regulatory approvals.
