DraftKings is launching a Spanish-language experience within its DraftKings Sportsbook & Casino app in markets including Ontario.
First announced publicly by CEO Jason Robins on an earnings call in early November as something that had been in the works for a while with a primary focus on the U.S., the operator confirmed on Tuesday that the functionality is now being rolled out across North America.
It will initially be available only to select existing customers in Ontario and the U.S. and will expand to everyone in the coming weeks. People whose mobile device language is set to Spanish will automatically see the DraftKings app primarily appear in Spanish after an app update. This functionality will eventually encompass all aspects of the platform, including account onboarding, navigation, betting content, gameplay, promotions, customer support and responsible gambling tools.
DraftKings said the move is an effort to ensure it delivers a product that is uniquely tailored to each customer’s preferences.
As of the 2021 Canadian census, more than 400,000 Ontario residents recorded Spanish as one of their spoken languages, representing 2.86%. Of those, just under half (191,000, 1.43%) said it is their mother tongue.
CEO points to 2026 FIFA World Cup
Chief Product Officer Corey Gottlieb noted in a release that Spanish-speaking players represent a growing segment of DraftKings’ customer base.
“By bringing Spanish-language functionality to our best-in-class product, we’re creating a more intuitive experience for our customers and expanding our total addressable market,” he added. “This is consistent with our commitment to delivering the most authentic, personalized product for everyone.”
On an earnings call on Nov. 7, CEO Robins said the build-up to the 2026 FIFA World Cup, which will be co-hosted next summer in Canada, the U.S. and Mexico, is the perfect time to launch a Spanish-language experience.
“We have the World Cup coming up in 2026, how big an audience do we think there’s going to be for that that is Spanish language-first, and what kind of opportunity could that create?” he told investors and analysts. “We’ve done some testing into Spanish-language media, directing to the English language product, to see if there is an incremental customer acquisition opportunity there.”
Toronto will host six World Cup games at BMO Field, with the teams involved yet to be determined. A Canadian men’s national team game against Ecuador at that stadium earlier this month saw scores of Ecuadorian-Canadians attend.
DraftKings spies chance to be first-mover
Ultimately, DraftKings believes that providing an experience that caters directly to a significant demographic in Ontario and particularly certain parts of the U.S. will prove to be another differentiator in the market.
“I have to imagine there’s a lot of people who would prefer Spanish language, maybe even some who won’t use an English-language app,” Robins added. “We have a pretty good idea of what kind of opportunity this could represent. If we can create the best experience, if we can get there first and early, it gives us an opportunity to really build outsized share in that demographic.”
The move also comes as DraftKings prepares to launch DraftKings Predictions in the U.S., which will offer sports event contracts the likes of which are found on Kalshi and Polymarket in states that do not provide for legal sports betting. The two biggest U.S. states by population, California and Texas, have not legalized sports wagering and have the highest number of Spanish-speaking people of any U.S. states.
