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FanDuel plans to introduce a loyalty program for sportsbook customers in the United States. Flutter Entertainment executives confirmed the program will launch before the end of June as part of broader efforts to retain users in an increasingly competitive sports betting market.
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FanDuel holds the top position among U.S. sportsbooks by handle and gross gaming revenue. Introduction of a loyalty program will bring the platform in line with competitors that already provide rewards programs tied to betting activity.
Peter Jackson, chief executive of Flutter Entertainment, discussed the plan during a Morgan Stanley Technology, Media and Telecom Conference webinar. He said:
It’s a great mechanism for us to make sure that our consumers understand what they need to do to get us to do things for them, and why we’re doing certain things for them. When people feel like they’ve got more agency, I think they feel more engaged.”
Details of the FanDuel rewards system were not disclosed during the call. Most sportsbook loyalty systems reward users based on wager volume or spending. Points or digital tokens often convert into bonus bets, merchandise, or promotional experiences.
Competitors already rely on similar systems. DraftKings offers digital rewards called Crowns that customers can exchange for branded merchandise, gift cards, and products from companies such as Apple and Callaway.
Fanatics operates a system known as Fan Cash. Customers earn value with each real money wager that can be used to purchase sports apparel or memorabilia from the Fanatics retail platform.
Casino affiliated sportsbooks also rely heavily on loyalty programs. Operators connected to land based casinos, including BetMGM, Caesars, and Hard Rock, allow bettors to exchange loyalty points for hotel stays or other experiences tied to casino resorts.
FanDuel will likely design its system around digital rewards rather than resort benefits because the sportsbook operates primarily online.
The loyalty initiative arrives during a period of financial pressure for Flutter. Company shares have fallen more than 50 percent during the past year. Investors expressed concern that prediction market platforms could affect sportsbook growth.
Flutter disclosed that FanDuel experienced slower handle growth late in 2025 and early in 2026. FanDuel generates nearly half of Flutter global revenue, making performance of the U.S. sportsbook central to investor sentiment.
Peter Jackson addressed those concerns during the conference discussion. Company leadership has stated repeatedly that prediction markets have not materially affected FanDuel revenue.
Jackson said regulated sportsbook wagering remains the company “north star.” Parlay wagers and other sportsbook products generate higher margins than prediction market contracts, which typically offer simpler event outcomes.
Despite confidence in the sportsbook model, FanDuel continues investing in adjacent markets. Flutter plans to spend several hundred million dollars during 2026 on the FanDuel Predicts platform.
DraftKings recently revealed plans to merge its own prediction market with sportsbook functions inside a single application described as a “Super App.” Executives said that product could operate across all 50 states.
FanDuel has not announced a similar structure. However company officials have discussed expanding combo style trades within the prediction market product while increasing promotional spending during the 2026 FIFA World Cup and the 2026 NFL season.
Flutter also announced the integration of PokerStars into FanDuel for the states of Pennsylvania, Michigan, New Jersey and Ontario.