FanDuel launches Play with a Plan to reshape responsible gaming approach

• FanDuel introduces research-backed responsible gaming initiative across all products.
• Campaign reframes traditional restrictive messaging with proactive planning tools.
• Responsible gaming tool usage increased 41% year-over-year in 2025.

FanDuel has launched Play with a Plan, a comprehensive responsible gaming initiative that moves away from restrictive messaging.

The programme, which went live on 22 January 2026, encourages customers to make informed decisions about their gaming habits through proactive planning rather than prohibition.

The campaign represents a shift in how operators communicate responsible gaming to customers. Instead of focusing on what players should not do, the initiative empowers users to evaluate their gaming behaviours and set personal boundaries using existing platform tools.

Research-driven approach gains traction

FanDuel’s new strategy builds on demonstrated success from its existing responsible gaming programme.

The operator, which recently expanded FanDuel Predicts across all 50 states, reported that responsible gaming tool usage increased 41% year-over-year in 2025, marking the highest participation rate in company history.

Cory Fox, Senior Vice President of Public Policy and Sustainability at FanDuel, commented:

“This refreshed platform was purposeful and reflects the research we’ve done to rethink how Responsible Gaming is communicated most effectively to consumers,” said Fox.

“These insights shaped everything from the development of our messaging to ongoing innovation across our tools. FanDuel remains focused on making Responsible Gaming more intuitive and inviting for customers.”

The initiative follows Flutter Entertainment’s Positive Impact Plan, which includes an annual $100 million investment in responsible gaming across all its brands.

Core features and multi-channel rollout

The Play with a Plan programme highlights three key responsible gaming features available to customers. My Spend provides a dashboard with detailed insights into deposit and betting activity over weekly, monthly and three-month periods.

Loss Limits allows users to set daily, weekly or monthly caps on amounts they are willing to risk. Deposit Alerts enables customers to establish budget parameters with automated notifications across different timeframes.

FanDuel also incorporated Real-Time Check-In, launched in 2025, which uses machine learning and deposit data to help customers manage spending in real time across sportsbook, racing and casino products.

The operator is supporting the campaign with a multi-channel marketing strategy spanning television, programmatic advertising, social media and audio placements. This investment reflects FanDuel’s commitment to treating responsible gaming as a core platform feature rather than a compliance checkbox.

The operator has been expanding its social features whilst simultaneously strengthening responsible gaming measures, demonstrating a balanced approach to product innovation and player protection.

Education and community engagement

Beyond in-app features, FanDuel’s responsible gaming efforts extend to education and public dialogue. The operator works with strategic advisor Keith Whyte and has developed storytelling initiatives including The Comeback, hosted by responsible gaming ambassador Craig Carton on FanDuel TV, and Trusted Voices, featuring former NBA player Randy Livingston and his wife Anita Smith.

In 2025, FanDuel’s responsible gaming sweepstakes campaigns, developed in partnership with major league partners, generated over 550,000 participants. The My Spend campaign resulted in 56% of participants returning to use responsible gaming tools within 90 days.

The initiative positions responsible gaming as a standard practice, comparable to wearing a seatbelt. FanDuel aims to normalise planning as part of the gaming experience for all customers, regardless of their current play style.

Major recent updates

FanDuel has also demonstrated corporate accountability in other areas, recently agreeing to a $5 million settlement with the Jacksonville Jaguars in an embezzlement case, showing the operator’s commitment to resolving legal matters responsibly.

FanDuel and DraftKings recently departed from the American Gaming Association as they pursue prediction market opportunities, though both operators aim to maintain their commitment to responsible gaming standards established during their AGA membership.

As regulated markets mature, operators face growing pressure to demonstrate meaningful consumer protection measures. FanDuel’s approach suggests that reframing responsible gaming messaging from restriction to empowerment may prove more effective in driving tool adoption and safer play patterns.