- Spanish-language offering will initially be available to existing North American customers
- Company says Spanish speakers are growing part of its customer base
Hablas español? DraftKings has you covered. The gaming company introduced Spanish-language functionality in its popular internet casino and sports betting mobile applications.
In a statement, Corey Gottlieb, chief product officer at the Boston-based gaming company, said Spanish speakers are a “growing” segment of the operator’s overall customer base, adding the new Spanish-language platform is “a more intuitive experience for our customers” and could be useful in terms of helping the operator expand its total addressable market.
This Spanish-language experience will roll out initially to select existing customers in the U.S. and Ontario where DraftKings operates and will expand to everyone in the coming weeks,” the company said in the statement. “People whose mobile device language is set to Spanish will automatically see the DraftKings app primarily in Spanish after updating, streamlining the transition without any extra steps required.”
DraftKings added that the Spanish-language offering will, over time, expand to include the account-opening process, customer support, broader wagering content and responsible betting tools.
Smart Move to Cater to Spanish-Speaking Customers
Bolstering its Spanish-language platform could pay dividends for DraftKings. Simple demographic data and math confirm as much.
An estimated 41 million people in the US speaking Spanish as their first language, making this country home to the second-largest population of Spanish speakers after only Mexico. Additionally, another 12 million US residents are considered bilingual and some estimates indicate that by 2050,the US could be home to the world’s largest population of Spanish speakers.
It’s possible, though not guaranteed, that DraftKings improving its Spanish-language platform could be an avenue for improve connection with younger bettors because the US Latino population tilts younger than other demographics. The notion that millennials place more sports bets than other age cohorts jibes with previous research from other sources. While other surveys have examined the sports wagering habits of men and women, few have drilled down on racial data.
Latinos Key Drivers of US Wagering Space
A Pew Research survey released in October said 27% of young Hispanic adults wagered on sports over the past year – above the percentages seen with Asian and white people. The aforementioned youthful tilt of the Latino demographic is potentially attractive to operators like DraftKings and could be a long-term catalyst for total addressable market expansion.
“The Latino fan base is no longer a niche; it is the blueprint for the next generation of American sports fandom,” notes a recent Census Bureau stud. “Young, digitally fluent, and deeply connected to community, Latino fans embody where sports consumption is heading. For leagues, teams, media, and sponsors, this is not a side opportunity but a central growth engine.”
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