DraftKings Putting Dollar Value on Rewards Points with Crown Cash

DraftKings is enhancing its namesake loyalty program with the introduction of Crown Cash — a “currency” aimed at putting clear value on customers’ accumulated points.

It’s a unique model in the vast loyalty rewards space. Consumers love racking up frequent flier miles and casino and hotel points, but putting a dollar value on those rewards is a different ballgame. While Crown Cash has no utility outside the DraftKings universe, it solves the problem of valuing points bettors accumulate across the operator’s various platforms.

DraftKings Rewards will continue featuring five tiers dubbed Bronze, Silver, Gold, Diamond and Onyx, but customers in the Bronze tier cannot earn Crown Cash on certain bets, according to the loyalty program’s website.

Crown Cash Will Join DraftKings Predictions

DraftKings points out that Crown Cash can be earned across a variety of its platforms, including daily fantasy sports (DFS), its internet casino, online sportsbooks, the Jackpocket mobile lottery courier and its Golden Nugget Online Gaming (also iGaming) offering.

However, with prediction markets recently garnering so much attention, traders on DraftKings Predictions may be wondering if they’ll be eligible to earn Crown Cash, too. The company is obliging on that front, but for now, the timeline isn’t clear.

“The rollout will expand to additional offerings, including DraftKings Predictions, supporting the company’s Super App strategy to create a unified platform,” according to the press release.

The DraftKings Rewards site currently doesn’t include mention of how prediction market traders can earn tier credits or how that platform’s intersection with Crown Cash will shape up. When it reported quarterly results last week, DraftKings noted it added more than 600,000 prediction market customers this year through the end of the second quarter, indicating there’s likely a strong audience for the Crown Cash perk.

DraftKings Rewards Details

Crown Cash solves a long-running issue among gaming loyalty plans, but DraftKings Rewards is comparable to any other program of this nature. Said differently, the more customers spend, the better the perks.

For example, clients who want to redeem Crown Cash for merchandise in the DK Shop land a 5% discount if they’re “Bronze” while customers in the Onyx tier earn 25% discounts. Likewise, Crown Cash multipliers on DFS, Pick6, sportsbook and horse racing are available to only those bettors in the Gold, Diamond and Onyx levels. Multipliers for DraftKings’ casino and the GNOG platform extend only to Diamond and Onxy bettors. Still, DraftKings Rewards added some wider-ranging perks.

“The revamped program introduces new benefits, including Casino Weekly Bonus Back, Birthday Bonus and Crown Cash Boosts, alongside returning favorites such as Elite Rewards and Milestone Rewards,” notes the company.