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DraftKings was busy in March, launching new, innovative sports betting products and defending itself in court against various lawsuits. More entities were embroiled in court battles, but we also saw new sportsbook launches in Arkansas and sports league partnerships.
TL;DR: A Bite-sized Overview
- DraftKings launches DK Replay: A new virtual MLB betting product allows pitch-by-pitch wagering using anonymized historical data, available in Oregon.
- DraftKings and ESPN roll out “Bet Your Bracket”: Account linking enables personalized bets and promotions based on NCAA tournament bracket selections.
- Hard Rock Bet launches AI Insights: A new AI-powered feature delivers personalized, narrative-style matchup analysis across major sports to enhance betting decisions.
- Bet365 partners with UFC: A long-term deal integrates real-time betting features into UFC broadcasts and live events across North America.
- DraftKings and FanDuel enter Arkansas: Both operators launch online sportsbooks through casino partnerships, expanding competition in the state.
- NFL, DraftKings, and FanDuel face lawsuit: Plaintiffs allege micro-betting features contribute to addiction through fast-paced, continuous wagering mechanics.
- NCAA sues DraftKings over branding: The association sought to block the use of NCAA tournament terminology, such as “March Madness,” citing trademark infringement and consumer confusion.
DraftKings Launches DK Replay with MLB Virtual Sports Betting
DraftKings (DK) launched DK Replay, a new virtual betting product that lets users wager on randomized, anonymized MLB pitch matchups based on historical data. In this virtual environment, bettors can wager on the outcome of the next pitch:
- Ball
- Strike
- In-play
All data, including performance ratings, is based on real historical data, anonymized, and revealed only after each pitch.
This virtual sports betting feature aligns with DraftKings’ goal of always having wagering opportunities available even when real-life in-play events are offline. For now, DK Replay is only available in Oregon and can be expected in other states pending regulatory approval.
DraftKings and ESPN Launch ‘Bet Your Bracket’ Integration
DraftKings continues to push new features by introducing ESPN’s ‘Tournament Challenge’ game into the DK sportsbook. The new feature coincided with March Madness and was called ‘Bet Your Bracket’.
‘Bet Your Bracket’ was introduced in a partnership with ESPN. The feature allowed users to link their DK and ESPN accounts and receive personalized betting opportunities and suggestions based on their bracket selections. Bettors would also receive personalized promotions based on their activity, along with one month of ESPN Unlimited for free to follow March Madness live.
“This is a great feature in my opinion. When considering live betting, viewing drives wagering, and wagering drives viewing. It’s a mutually beneficial relationship that drives entertainment (if done responsibly). This element is missing in the pre-live environment, and I think ‘Bet Your Bracket’ addresses that gap in a way I hope more operators will explore. I’d expect DraftKings to share data on data usage once we have information on overall sports betting activity during March Madness. Another great aspect is the personalized promotions. For far too long, sportsbooks have relied on lazy, one-size-fits-all promotions. So yeah, I hope we see more of these types of partnerships and feature development across US sportsbooks.”
Patrik Lidin, Sports Betting Expert
Hard Rock Bet Launches ‘AI Insights’ Feature for Data-Driven Betting
Hard Rock Bet has introduced AI Insights, a new feature that delivers data-driven analysis and contextual previews directly within its sportsbook app.
Powered by an in-house AI engine, the feature provides narrative-style breakdowns of matchups, including team form, injuries, and key storylines, alongside real-time odds. It is currently available for NBA, NHL, and major soccer competitions, with plans to expand coverage to additional sports.
Bet365 Becomes Official Betting Partner of UFC in North America
Bet365 has signed a long-term agreement with the Ultimate Fighting Championship (UFC) to become its official sports betting partner across North America.
The partnership will integrate betting features directly into UFC broadcasts, digital platforms, and live events, including real-time odds, on-screen betting tickers, and same-game parlay options. The deal aims to enhance viewer engagement by aligning wagering opportunities with live fight action. DraftKings and FanDuel already have similar partnerships across major US sports leagues. This agreement reflects Bet365's ongoing push to increase its market share in the highly competitive US sports betting industry.
DraftKings and FanDuel Launch Online Sports Betting in Arkansas
DraftKings and FanDuel (FD) have launched online sports betting sites in Arkansas through partnerships with in-state casinos, expanding their US market footprint.
DraftKings partnered with Southland Casino in West Memphis, while FanDuel aligned with Oaklawn Casino in Hot Springs, following approval from the Arkansas Racing Commission. Under Arkansas law, casinos must retain a majority share of sportsbook revenue, with operators serving as technology and service providers. Regulators are expected to monitor the impact on competition and tax revenue as the state transitions to a more competitive online betting environment. Perhaps regulated online casinos will follow in the near future.
NFL, Genius Sports, DraftKings, and FanDuel Face Lawsuit Over Micro-Betting Features
On a less positive note, DraftKings and FanDuel, along with the National Football League (NFL) and Genius Sports, are facing a lawsuit in Pennsylvania. The lawsuit alleges that their real-time betting products contribute to gambling addiction and financial harm in an unsustainable manner. The NFL is included as a defendant in the case due to being a majority shareholder in Genius Sports, a leading technology and data provider to the sports betting industry. It’s estimated that Genius Sports provides data for around 98% of all sportsbooks in the US.
Naturally, sports betting can be addictive, and should be managed. The complaint focuses on ‘micro-betting’ features, such as fast markets with short time frames and fast bet settlement. These ‘micro-betting’ markets usually have high margins and a fast pace, making it easy to get carried away, compared to betting on the winner of an NFL match. In short, plaintiffs claims that the ‘micro-betting’ features:
- Maximize engagement through fast-paced betting
- Tailor the personalized data to make it more appealing
- Continuous betting loop similar to the gameplay loop of an online slot machine.
- The defendants (NFL, DK, FD) failed to provide adequate safeguards to maximize player safety.
NCAA Files Lawsuit Against DraftKings Over Tournament Branding
The National Collegiate Athletic Association (NCAA) filed a federal lawsuit against DraftKings over its use of trademarked tournament terms such as “March Madness,” “Final Four,” and “Sweet Sixteen” in betting products and promotions.
In federal court in Indiana, the NCAA has sought an emergency restraining order, arguing that DraftKings’ use of its trademarks on sportsbook menus and in marketing materials creates consumer confusion and falsely suggests an official partnership or endorsement.
Meanwhile, DraftKings stated that terms mentioned by the NCAA fall under fair use protections because they are used descriptively to identify tournament events. As expected, on the 26th of March, a federal judge denied the NCAA’s claims, allowing DraftKings and operators to make use of ‘March Madness’ and other descriptive terminology across their products.