FanDuel has rolled out a new responsible gaming initiative across its platform, introducing a campaign titled “Play with a Plan” that aims to encourage customers to make informed decisions about their gambling activity rather than focusing on restrictive messaging.

The initiative is guided by behavioral research and promotes the use of existing responsible gaming tools in a way that supports proactive planning and self-reflection. The campaign is being introduced across all FanDuel products.

The launch builds on FanDuel’s existing Responsible Gaming programme, which recorded a 41% year-over-year increase in responsible gaming tool usage last year, marking the highest participation rate in the company’s history.

“Play with a Plan” is designed to position responsible gaming as a standard habit, comparable to everyday safety practices, and is intended to support players regardless of their play style. The initiative focuses on what customers can do to manage their play, while reinforcing consumer protections within regulated online sports betting.

The programme follows parent company Flutter’s Positive Impact Plan, which includes an annual $100 million investment in responsible gaming.

“This refreshed platform was purposeful and reflects the research we’ve done to rethink how Responsible Gaming is communicated most effectively to consumers,” said Cory Fox, Senior Vice President of Public Policy and Sustainability at FanDuel. “These insights shaped everything from the development of our messaging to ongoing innovation across our tools. FanDuel remains focused on making Responsible Gaming more intuitive and inviting for customers.”

As part of the initiative, FanDuel is highlighting several responsible gaming tools, including My Spend, which provides customers with insights into their deposit and betting activity over weekly, monthly, and three-month periods. Other features include Loss Limits, which allow users to cap the amount of money they are willing to risk over set timeframes, and Deposit Alerts, which notify customers when they approach predefined budget thresholds.

FanDuel also pointed to its Real-Time Check-In feature, launched in 2025, which uses machine learning and deposit data to help customers manage spending in real time across sportsbook, racing, and casino products.

The initiative is supported by a multi-channel marketing strategy spanning television, programmatic advertising, social media, and audio platforms, reflecting a more integrated approach to raising awareness of responsible gaming tools.

Responsible gaming efforts extend beyond in-app features through education and community engagement initiatives, including collaborations with strategic advisor Keith Whyte and storytelling content such as FanDuel TV’s “The Comeback,” hosted by responsible gaming ambassador Craig Carton, and “Trusted Voices,” featuring former NBA player Randy Livingston and his wife Anita Smith.

Sweepstakes campaigns developed in partnership with major league organisations generated more than 550,000 participants in 2025, while the My Spend campaign resulted in 56% of participants returning to use responsible gaming tools within 90 days.

Responsible gaming continues to be positioned as a core element of the customer experience for the licensed and regulated operator.