Boston, Massachusetts – On Monday, DraftKings disclosed that it is using artificial‑intelligence models to pinpoint customers who are most likely to lose money on its platform. The company said the technology directs promotional incentives, such as bonus bets and free play offers, toward those identified bettors in order to boost betting revenue.
The AI system analyzes user data to generate predictions about future wagering outcomes. According to the announcement, the models flag individuals whose betting patterns suggest a higher probability of losing. Those users then become the primary recipients of targeted marketing messages and special offers, while other customers receive fewer incentives.
DraftKings emphasized that the approach is intended to increase the company’s earnings by focusing resources on the segment of its user base that is predicted to generate the most loss. However, the operator also noted that it has not applied the same analytical tools to identify or assist problem gamblers. The firm stated that it does not use the AI models for addiction‑prevention purposes, leaving the responsibility for responsible‑gaming measures to existing programs.
The move follows a broader industry trend of leveraging data science to refine customer outreach. DraftKings, a Boston‑based sports betting operator, has long relied on algorithms to decide which users receive betting offers. The new focus on high‑loss bettors marks a shift toward using those tools expressly for revenue growth rather than for safeguarding vulnerable players.
Consumer‑advocacy groups have previously called for betting companies to employ their data‑analysis capabilities to protect at‑risk individuals. DraftKings’ current stance, as described in its recent communication, indicates that while the company invests heavily in predictive analytics for marketing, it has not extended that technology to enhance its responsible‑gaming initiatives.
The company’s decision comes amid ongoing scrutiny of gambling operators’ practices and their impact on problem gambling. DraftKings has not announced any plans to modify its AI use for protective purposes, maintaining its focus on revenue‑driven targeting of high‑loss bettors.