The model examined play frequency, account balances, loss-to-wager ratios, and a separate estimate of whether a user was likely to stop gambling altogether, according to the Times. A higher score meant a customer was predicted to generate more revenue per promotional dollar spent.
Jayden Butts, a former DraftKings data analyst, described the underlying logic to the Times: “We are looking for traits and features that we can target that indicate a good investment.”
The best investment would be a problem gambler. (According to Jayden Butts, former DraftKings data analyst, to The New York Times)
DraftKings executives said data science and analytics improved promotion-driven sportsbook margins by 13% in 2025, and that AI helped personalize hundreds of millions of dollars in promotional spending, according to the Times.
Factually? You’re right. The problem is, “work isn’t paying the bills anymore” is also true for a lot of people. So they’re looking for any solution they can. I’m not saying this is a good solution. I’m just saying it’s all they have.