DraftKings Admits to One Personalized McBride Video in Reply to Blumenthal, Foushee and Tonko

DraftKings disclosed that it sent one personalized Cameo video from Miles “Deuce” McBride of the New York Knicks to a customer. The admission formed part of the company's written reply to federal lawmakers who questioned its loyalty programs, VIP practices and use of AI.

Sen. Richard Blumenthal (D-CT), Rep. Valerie Foushee (D-NC) and Rep. Paul Tonko (D-NY) sent letters on Oct. 22 requiring responses by Nov. 5. DraftKings denied targeting anyone based on indicators of potential problem gaming. "DraftKings does not target anyone based on indicators of potential problem gaming, nor does it seek to identify the customers most likely to lose and get them to bet more," the letter states.

The operator said it does not generally rely on personalized content from athletes as an incentive for DraftKings Rewards customers. It confirmed a single McBride video while noting the contrast with FanDuel's admission of roughly 30 similar videos over two years.

DraftKings Details on AI, VIP Hosts and Responsible Gaming

DraftKings told the lawmakers it uses data science and machine learning to target promotions based on customer preferences, calling this a basic marketing practice. The company stated it does not use generative or agentic AI for such targeting. VIP hosts exercise human judgment when tailoring offers and must complete a "Responsible Engagement Check" on 10 randomly assigned customers each month.

The response listed multiple responsible gaming steps: a multi-layered program with in-app tools and behavioral monitoring, a Chief Responsible Gaming Officer, annual employee training, and a list of customers barred from promotions due to self-exclusion or opt-outs. DraftKings declined to provide average loss data for rewards users, calling it competitively sensitive.

Parallel State Probes of AI Marketing Practices

The congressional inquiry tracks similar demands from the Massachusetts Gaming Commission, which set a Nov. 3 deadline for explanations of AI use in marketing, customer outreach and behavior evaluation. New York has proposed restricting AI and algorithmic profiling for personalized promotions. Maryland Gov. Wes Moore's office is developing AI principles that would assess bans on targeting users who display problem-gambling patterns.

According to reporting by SBC Americas, the letters also went to BetMGM, Caesars, Fanatics, Kalshi and Polymarket. Fanatics Betting and Gaming confirmed it submitted a timely reply.

The record compiled so far shows lawmakers and state commissions seeking clear lines between retention efforts and exploitation. Operators face mounting requirements to document exactly how data tools and host discretion operate inside loyalty programs.