FanDuel’s New Technology Gives Players Customized Tools to Make Informed Decisions
Posted on: May 20, 2025, 09:15h.
Last updated on: May 20, 2025, 09:32h.
- New tech improves on last year’s FanDuel My Spend
- FanDuel looks to better establish itself as a responsible gambling operator
- Technology combines deposit data with machine learning
FanDuel is introducing a new technology unique to the iGaming market, giving players the ability to better track their betting behavior and make more informed decisions.
Called Real-Time Check-In, the solution combines deposit data with machine learning so players better manage their spending in real time. Players can be proactive in how they manage their behavior, across both the sportsbook and casino platforms, by having their betting patterns analyzed by the system.
Casino.org spoke with FanDuel’s Senior Vice President, Public Policy and Sustainability Cory Fox, and the company’s Senior Director of Responsible Gaming Jill Watkins about the new technology.
System Flags Larger Deposits
To help build a sustainable industry, operators are constantly looking for ways to empower players by giving them tools to make more informed choices about their play. Further, according to iGaming Ontario, any operator licensed in the province must successfully achieve and maintain responsible gambling accreditation through the Responsible Gambling Council’s RG Check program to ensure RG programming.
That’s important, as is running ad campaigns around the theme of responsible gambling, but Fox said giving players the latest in technology to analyze and model personalize deposit behavior is where the rubber hits the road.
Last year FanDuel introduced My Spend, which offers players personalized insights into their spending over time.
“We found that providing those insights into a customer’s activity really made a difference in their ability to manage their play on the platform,” Fox said.
Unique Technology
More than 50% of FanDuel’s active users used My Spend during last year’s NFL season. Players who used the technology were more likely to set deposit limits. That was a clear message to FanDuel management about the kinds of tools they want to be building, pushing more solutions on the personalized end. Real-Time Check-In builds on the success of My Spend.
It meets the customer where they are and brings them important responsible gaming information right at the moment where they’re going to make a deposit,” Fox said.
The technology interrupts that moment for a second and introduces a check-in into the deposit flow “when users are making contextually large deposits, [empowering] the customer to understand their play and control their play.”
Real-Time Check-In uses machine learning to predict a deposit amount for each user on any day and is rooted in a customer’s personal data. When a customer looks to deposit “significantly” more than they usually do, that key information is surfaced to the user, and they are offered the opportunity to lower the deposit amount or set a limit going forward, Watkins added.
Higher Engagement in My Spend
“We were trying to come up with a machine learning model that was able to get us to the scale we wanted but also with the granularity … personalized on an individual basis, very much personalized and tailored to a [player’s] behaviour … [and] history,” Watkins added.
“That gives us a really good indicator of how the likes of wins and play through and everything else could impact how someone is going to deposit on a given day,” she said. “So, the model will run, we will get that prediction, and that prediction sits in the back end of that individual person’s profile for that day. When they come on the site and make a deposit, we are doing a check in the background in real-time.”
RG Advertising Commitments
There are two levels of check-in related to the tech. The first is for someone who goes above that amount, where it forces the pause in play, double-checking if the player wants to deposit that amount, giving them the option to go back and lower the amount. The second check is more for players who go even higher with a deposit, where the system tells them they can still go ahead but they would have to set a deposit limit to be brought back to the home page.
“We want to lead the industry in responsible gaming,” Fox said. “We want folks in Ontario to be comfortable using our products. It’s a step forward in terms of not just having those tools living on a box under the RG page but bringing them to the customer within customer flows. Making the tools contextual and right for them is a huge step forward. This requires both personal responsibility and engagement by the operators to give users the tools they need to manage their play.”
Sustainable Industry
At the end of the day, many operators believe it’s bad for business if you’re seen as a dominant operator in an industry with unsustainable players.
In Ontario’s hyper-competitive market that’s currently home to 49 licensed operators, Fox added that “being the most trusted operator is the right place for us to be.”
No comments yet