FanDuel plans sportsbook loyalty program launch by end of June

Filling a competitive gap
Pressure from all sides
Preparing for the NFL season
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Flutter Entertainment CEO Peter Jackson confirmed the loyalty program will launch before the end of Q2 2026.
FanDuel holds around 41% of US online sports betting GGR but has lacked a formal rewards system.
The move comes as Flutter faces pressure from prediction markets and slowing handle growth.

FanDuel is preparing to launch a loyalty program for its sportsbook customers in the United States before the end of June 2026.

Peter Jackson, chief executive of parent company Flutter Entertainment, confirmed the timeline during a Morgan Stanley Technology, Media and Telecom Conference webinar this week.

Filling a competitive gap

FanDuel holds around 41% of US online sports betting gross gaming revenue, according to Flutter’s own estimates. Yet it remains one of the few major operators without a structured rewards system for sportsbook customers.

Its closest rival, DraftKings, already offers a digital currency called “Crowns” that can be exchanged for merchandise, gift cards, and products from brands including Apple and Callaway. Fanatics, another leading sportsbook, runs a “Fan Cash” programme allowing bettors to earn credits toward purchases from its extensive sporting goods catalogue.

Casino-linked sportsbooks such as BetMGM, Caesars, and Hard Rock have long leveraged their hospitality infrastructure to offer loyalty points redeemable for hotel stays, dining, and live entertainment.

Jackson described the loyalty program as a tool for improving customer engagement and ensuring users understand the value exchange between themselves and the platform. He said the initiative should help people feel more connected to the product.

Specific details of the FanDuel rewards system were not disclosed during the conference call. Industry observers expect the programme could include some combination of cashback, bonus credits, exclusive promotions, and accelerated earning tiers.

Pressure from all sides

The loyalty programme announcement comes at a difficult moment for Flutter’s US operations. The company’s Q4 2025 results revealed handle growth of around 3%, below expectations. Management attributed the slowdown to unusually high gross revenue margins during the NFL season. As the house won more frequently, bettors had less capital to recycle into new wagers.

Flutter’s stock has been trading around half its recent 12-month high, weighed down by multiple concerns including slowing US growth and investor anxiety over the rise of prediction markets.

Jackson pushed back on those concerns during the Morgan Stanley event. He pointed to the recent launch of sports betting in Missouri as evidence that bettors prefer regulated sportsbooks over prediction market alternatives when given the choice. He noted that FanDuel achieved one of its strongest acquisition ramps in company history in the state.

Flutter is also investing in the prediction market space through its FanDuel Predicts platform, which launched in late 2025 in partnership with derivatives exchange CME Group in a limited number of states. The company has indicated that losses from the prediction markets push will come in near the top of its previously guided range for the year.

Preparing for the NFL season

Flutter’s 2026 guidance projects group revenue of $18.4 billion and adjusted EBITDA of approximately $2.97 billion at midpoint. US-specific guidance calls for $7.8 billion in revenue and $1.05 billion in adjusted EBITDA.

The loyalty programme is designed to strengthen FanDuel’s competitive position ahead of the 2026-27 NFL season, traditionally the highest-revenue period for US sportsbooks. Management acknowledged that the company’s promotional strategy during the second half of 2024 fell short, and the new rewards system is part of a broader effort to improve customer retention.

For the US sports betting market, FanDuel’s entry into the loyalty space closes a notable gap between the market leader and its rivals. Whether the programme can stem the gradual erosion of handle growth will depend on the specifics of its design and how quickly it resonates with an increasingly promotion-savvy customer base.