Many responsible gaming messages tell players what not to do. FanDuel’s new “Play with a Plan” campaign flips that script, empowering customers to make their own informed decisions about their individual play.

“Play with a Plan” is a comprehensive initiative across all FanDuel products. Guided by behavioral research, the program features existing responsible gaming tools in a manner that promotes introspective decision-making and proactive gaming management rather than restrictive messaging.

The launch builds on the proven success of FanDuel’s Responsible Gaming program, which reached a milestone last year as responsible gaming tool usage increased 41% year over year—achieving the highest participation rate in company history. 

Just as people wear seatbelts not because they expect an accident, but as a standard safety practice, planning one’s play becomes a universal approach to improve how players engage with the platform, regardless of their current play style.

“Play with a Plan” helps to empower customers to evaluate their gaming habits proactively, providing actionable guidance that emphasizes what players can do while reinforcing FanDuel’s commitment to meaningful consumer protections in regulated online sports betting. It works to reframe the conversation around responsible gaming by treating it like any other smart habit.

The initiative also follows FanDuel’s parent company, Flutter’s, Positive Impact Plan which included an annual $100 million investment in Responsible Gaming.

“This refreshed platform was purposeful and reflects the research we’ve done to rethink how Responsible Gaming is communicated most effectively to consumers,” said Cory Fox, Senior Vice President of Public Policy and Sustainability at FanDuel. “These insights shaped everything from the development of our messaging to ongoing innovation across our tools. FanDuel remains focused on making Responsible Gaming more intuitive and inviting for customers.”

The “Play with a Plan” initiative encourages users to interact with responsible gaming tools to fit their preferred gaming experience, including:

• My Spend, a dashboard providing customers with detailed insights into their deposit and betting activity over week, month, and three-month periods.
• Loss Limits, which allows users to set a limit on the amount of money they are willing to risk daily, weekly, or monthly.
• Deposit Alerts, which enables customers to establish daily, weekly, and monthly budget parameters with automated notifications.

FanDuel’s industry-leading initiative to customer protection also includes Real-Time Check-In. Launched in 2025, Real-Time Check-In uses machine learning and deposit data to help customers manage spending in real time across sportsbook, racing, casino products, providing proactive safeguards and rich information to enable informed spending decisions.

FanDuel is taking a more integrated approach than ever before to raise awareness of its RG features, leveraging a multi-channel strategy including television, programmatic, social, and audio, with high-impact placements to maximize effectiveness. 

This comprehensive marketing investment reflects FanDuel’s commitment to treating responsible gaming as a core platform feature worthy of significant support.