November 6th, 2023, Kineree Shah
DraftKings’s revenue for the third quarter jumped 57% to $790 million. In the wake of its revenue surge let’s look into the brand’s overall health among online gamblers compared with the broader gambling and casino market. Our data indicates that DraftKings significantly over- indexes in six key consumer perception metrics compared with the average of all gambling and casino brands we track.
Impression (how consumers view a brand): DraftKings sets itself apart with a notably high Impression score of 11.5, which overshadows the average score of 7.3 for all gambling and casino brands.
Quality (whether a consumer considers a brand to represent good or poor quality): DraftKings again leads strongly with a Quality score of 13.0, nearly doubling the average score of 7.2 for all gambling and casino brands.
Value (whether a consumer considers a brand to represent good or poor value for money): With a Value score of 5.2, DraftKings is perceived as offering better value for money than the broader industry, which averages a score of 2.3. This is particularly significant as it points to DraftKings’ ability to align price with quality in the eyes of consumers.
Reputation (whether a consumer would be proud or embarrassed to work for a brand): DraftKings also enjoys a healthier Reputation score of 10, substantially higher than the average score of 6.9.
Satisfaction (whether consumers are currently satisfied or dissatisfied with a brand): Satisfaction is another strong suit for DraftKings, with a score of 10.5 compared to only 4.3 for all gambling and casino brands.
Recommend (whether consumers would recommend a brand to friends and colleagues): DraftKings’ Recommend score sits at 7.2, significantly outpacing the average of 4.5. This suggests that customers are more likely to endorse DraftKings to others, pointing to a strong word-of-mouth potential.
DraftKings' overall brand health, as evidenced by these metrics, suggests a robust and positive consumer perception that correlates with its financial performance, positioning it as a one of the leaders in the competitive online and brick and mortar gambling landscape.
YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average daily sample size of 1000 online gamblers between November 6, 2022, to November 6, 2023. Online gamblers in this piece are defined as adults who have: bought a lottery ticket, instant/ scratch tickets, placed a bet on sports/esports, played keno/ bingo, casino slot games/ table card games, free-to-play social casino games, poker, skill games or any other online gambling activity in the past 12 months. Learn more about BrandIndex.
Photo cover by Ad Week
