DraftKings and ESPN have unveiled a cutting-edge account-linking feature that integrates the DraftKings Sportsbook application with ESPN platforms in anticipation of the upcoming men’s and women’s college basketball tournaments.

Customers who connect their accounts will receive a complimentary month of ESPN Unlimited and unlock customized betting options linked to their picks in ESPN’s Tournament Challenge, the network’s signature college basketball bracket game.

Once the feature is active, DraftKings users can link their ESPN accounts by going to the “Bet Your Bracket” section within the DraftKings Sportsbook app. After linking, those who enter a bracket in ESPN’s Tournament Challenge will automatically gain access to bespoke betting chances that correspond with their selections, along with personalized recommendations throughout the tournament.

“DraftKings and ESPN both possess a strong enthusiasm for sports and a shared goal of elevating how fans connect with the most significant moments—particularly during the height of the college basketball season,” explained Stephanie Sherman, Chief Marketing Officer of DraftKings. She added that this integration represents a stride towards the company’s broader objective of creating a nationwide “Super App,” named DraftKings Sports & Casino.

Mike Morrison, Vice President of ESPN Betting & Fantasy, mentioned that this feature signifies a new era of personalization for sports enthusiasts.

“The Bet Your Bracket feature set to roll out during March Madness is just the beginning,” he said. “Shortly, fans will have the ability to effortlessly track live, pending, and settled bets via the ESPN app and on ESPN.com, and receive betting options and timely promotions tailored to their favorite sports, teams, players, and fantasy lineups.”

DraftKings stated that this collaboration highlights a more profound strategic alliance aimed at amplifying interactive sports engagement. The company also noted that initiatives like DraftKings Predictions are intended to widen participation in major sporting events in states where conventional sports betting may face restrictions.

In line with its long-term goals, DraftKings has announced the introduction of a new “Super App”, DraftKings Sports & Casino, which will combine Sportsbook, Predictions, Casino, and Lottery into a unified platform with a single account and wallet, while its daily fantasy products will remain separate.

The company also revealed plans to enhance the utilization of artificial intelligence across its platform for greater efficiency and operational leverage.