DraftKings has introduced Gamalyze American Football, a football-themed self-assessment built with Mindway AI, as the NFL season begins. The tool forms part of a wider responsible-engagement push that also includes a digital campaign featuring Kevin Hart and Nick Jonas, and customer-selected cool-off periods lasting from three to 364 days.
Gamalyze American Football presents users with a simulated gridiron game and assesses decisions made during play. It gives personalised feedback on patterns including reactions to wins and losses, with the aim of helping customers understand their decision-making style and make more informed choices about their engagement.
The launch, announced on Sept. 10, extends a collaboration that began in January, when DraftKings incorporated the casino version of Gamalyze into its My Budget and Controls offering. Mindway AI said the companies had also deployed soccer-themed Gamalyze Football at the start of the FIFA World Cup in June, aligning the tools with major sporting events.
DraftKings is promoting the American football version through digital channels and physical activations. A nationwide “DraftKings Gameday” activation began at US gas stations on Sept. 2, while the interactive experience is being shown during September at the DraftKings Sports Bar at Wrigley Field, Gillette Stadium for the New England Patriots’ home opener, and Arrowhead Stadium for the Kansas City Chiefs’ home opener.
The company launched its Kevin Hart and Nick Jonas campaign on Sept. 10. Its new cool-off feature lets customers determine the length of a break within the three-to-364-day range, adding flexibility to DraftKings’ existing budget and controls resources.
Lori Kalani, DraftKings’ chief responsible gaming officer, said major points in the sports calendar create an opportunity to provide relevant responsible-engagement resources. Rasmus Kjaergaard, Mindway AI’s chief executive, said the gamified format placed self-reflection tools before fans when enthusiasm around sport was highest.
The initiatives arrive as wagering on American football is expected to rise. The American Gaming Association has forecast $29.5 billion in lawful wagers on the 2026 NFL season, while a Citizens-based market report cited by SiGMA projected US football betting handle could reach $35 billion this year, about 5% above last year.
DraftKings’ related PGA TOUR sweepstakes runs from Sept. 16 through Sept. 29. Eligible customers can enter for a trip to THE PLAYERS Championship by using My Budget Builder and My Stat Sheet within My Budget and Controls.
