FanDuel has launched a new responsible gaming campaign titled Play with a Plan, positioning the initiative as a core feature across all products rather than a standalone compliance measure.
The campaign is designed to encourage customers to make informed and deliberate decisions about their betting activity, with an emphasis on proactive self-management instead of restrictive or punitive messaging.
The rollout reflects a broader industry shift toward integrating consumer protection tools directly into the user experience.
The Play with a Plan initiative builds on the momentum of Flutter-owned FanDuel’s existing responsible gaming framework, which recorded a 41% year-over-year increase in tool usage last year, according to the company.
That growth marked the highest participation rate the company has reported for its responsible gaming resources.
The new campaign seeks to normalise planning and self-assessment as standard behaviours for all users, regardless of betting frequency or spend levels, aligning responsible play with everyday safety habits rather than crisis intervention.
Central to the initiative is a suite of tools that present behavioral data in a more accessible and introspective format.
These include ‘My Spend’, a dashboard introduced in 2024 that allows customers to review deposits and betting activity over weekly, monthly, and three-month periods.
Also included is the ability to set loss limits and deposit alerts that enable users to define spending thresholds and receive automated notifications.
Building on the success of Real-Time Check-In
A particularly salient feature is Real-Time Check-In, introduced last year, which uses machine learning and deposit data to provide immediate feedback and guidance across sportsbook, racing, and casino products.
FanDuel explained that the campaign also aligns with the broader corporate strategy of Flutter’s Positive Impact Plan, which contributed $100m investment in responsible gaming initiatives.
This financial commitment underscores the onus placed on operators to balance commercial growth with meaningful consumer protections in regulated markets.
To support awareness and adoption, FanDuel is deploying a multi-channel marketing strategy that spans television, programmatic advertising, social media, and audio platforms.
The company has indicated that responsible gaming is being treated as a foundational platform feature, warranting the same level of visibility and investment as product launches or major sporting promotions.
Beyond in-app functionality, FanDuel is expanding its educational and community-focused efforts through media and partnerships.
These include advisory input from Keith Whyte, original programming on FanDuel TV, and storytelling initiatives aimed at reducing stigma around gambling-related harm.
FanDuel stated that sweepstakes-style responsible gaming campaigns conducted with major league partners attracted more than 550,000 participants in 2025.
Internal company data showed sustained engagement with tools such as My Spend following participation.
