FanDuel rolls out new responsible gambling campaign
US market leader partners with Craig Carton on new initiative with $100,000 charitable donation
FanDuel has unveiled a new responsible gambling campaign to coincide with US Problem Gambling Awareness Month (PGAM). The new multi-media campaign has been produced by FanDuel’s internal creative team and US marketing agency Boomshot and will include responsible gambling (RG) content from American radio personality Craig Carton. Entitled “The System”, the initiative will be highlighted by a signature television spot that will start airing during Problem Gambling Awareness Month. FanDuel has said this commercial will continue to be aired throughout the year and will be backed by a significant media investment. The commercial’s goal is to drive awareness and usage of FanDuel’s responsible gaming tools. The US sportsbook operator highlighted the role of Carton in the campaign. During PGAM, Carton will talk with FanDuel employees and customers about his personal experiences with gambling and how his experiences can help others in managing their play. He will also work with FanDuel’s executive team to “shape and amplify” its existing RG work at a broadbase departmental level. Carton produced content to be aired during March, including a responsible gaming training module for FanDuel employees, a tutorial for customers on RG, and social media videos which highlight FanDuel’s RG tools. As part of the onboarding process, new FanDuel Group employees go through responsible wagering training and current employees take part in responsible gaming training, with the successful completion of the training being tied to all employee compensation. FanDuel’s RG arsenal includes deposit, wager, and time limits as well as self-exclusion-led tools. “We’re fully committed at FanDuel to developing useful tools and programs that make a difference in responsible gaming,” FanDuel VP of responsible gaming Adam Warrington said. “Our new ad campaign and Craig Carton’s content aim to bring an important spotlight to our player control tools that help customers keep sports betting fun and entertaining,” Warrington added. In tandem with the strengthened RG offering, FanDuel has also made a $100,000 donation to the National Council on Problem Gambling.