DraftKings Aiming to Combine Verticals Under One ‘Super App’

DraftKings revealed that it plans to combine its various verticals into one “super app,” enabling customers to consolidate their betting into a single platform.

DraftKings’ products vary by state. But according to the press release announcing the move, the plan includes sportsbook, prediction markets, casino, and lottery.

Combining verticals will produce “one seamless, integrated experience through a single account and wallet, with access tailored to each jurisdiction,” the press release said. Phase one of the plan is expected “by March Madness.” That would mean no later than March 17.

The release made no mention of Electric Poker, its small experimental poker product. However, that game is available within DraftKings Casino, not as a standalone product, and will therefore likely be available in the casino section of the integrated app as well.

Electric Poker debuted in September 2024 and has produced approximately $700,000 in revenue, according to PokerScout’s tracking. After initial interest in the product helped it peak at about 2.1% of the market, it has settled at 0.1% for several months in a row.

DraftKings ‘Super App’ Will ‘Strengthen Cross-Sell’

According to DraftKings, putting all of its products under one app will enable it to cross-sell customers loyal to one particular part of the brand on its other products. In other words, a sportsbook-only user may be more likely to use DK Casino if the person doesn’t have to download a completely new app.

“As a leading brand in sports, gaming and entertainment, the Company expects DraftKings Sports & Casino to strengthen cross-sell, deepen customer engagement, and optimize unit economics across verticals,” the release said.

Cross-selling customers via app consolidation was a popular strategy at one point in the industry. However, many companies shifted to separate apps, as that allowed each one to be more robust. For instance, a casino-only app can devote all of its space to casino games, rather than dedicating space to a sportsbook as well.

DraftKings likely also plans to save money through the app consolidation. The company appears to be in cost-cutting mode, having recently laid off a chunk of its staff with the plan of shifting more tasks to AI.

App consolidation brings its own issues, though.

For instance, DK will have to tailor the apps to comply with local regulations. DraftKings sportsbook will be available in certain states that don’t have DraftKings casino. And some states will have sports prediction markets, while others will only have prediction markets outside of sports.

More cross-selling will also bring DraftKings under increased responsible gambling scrutiny. Combining multiple verticals under one roof might encourage RG-unfriendly behaviors, such as chasing sportsbook losses in the casino. Regulators in some areas have banned cross-promotion with this in mind.

Will FanDuel Follow Suit With Integrated Online Poker?

From a poker perspective, the fascinating possible downstream effect would happen if FanDuel follows DraftKings’ lead with the super app setup. While DraftKings has not made a dent in the poker market, FanDuel’s parent company, Flutter, currently operates PokerStars US, a one-time giant that has fallen behind its competitors but still has a respectable market share.

According to recent reports, Flutter may have plans to rebrand its poker product to FanDuel. Such a move would enable Flutter to integrate its poker product with its other verticals in the same manner as DraftKings.

Poker players’ ears might perk up at such a setup, in hopes that casino and sports players would provide more soft spots in their games.

However, in that setup, Flutter’s goal would more likely be the opposite — it would hope to move action from some of its poker players to the sportsbook and casino side of the business. These verticals are far more lucrative for the house, especially the casino.

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