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Read Full BioStarting today, when some DraftKings customers open their Sportsbook or Casino app, they’ll see Spanish instead of English. The Boston-based operator announced in a press release that it’s launching a new Spanish-language experience for select customers in the United States and Ontario, with plans to roll it out to all customers in the coming weeks.
The move is a major product step timed ahead of the 2026 World Cup, which will be hosted by the U.S., Mexico, and Canada, and is expected to draw a large Spanish-speaking audience.
“Today, Spanish-speaking players represent a growing segment of DraftKings’ customer base,” said Corey Gottlieb, DraftKings’ Chief Product Officer. “By bringing Spanish-language functionality to our best-in-class product, we’re creating a more intuitive experience for our customers and expanding our total addressable market.”
Customers whose phones are already set to Spanish won’t need to take any action to access the new experience. As long as their DraftKings app is up to date, they’ll automatically see all aspects of the app in Spanish, including account onboarding, navigation, betting content, gameplay, promotions, dedicated customer support, and Responsible Gaming Center tools and resources.
The launch of the Spanish-language version of the app builds on a product strategy that CEO Jason Robins described during DraftKings’ Q3 earnings call, where he said the company has been developing Spanish-language functionality “for a little while.” He said the idea first took shape as DraftKings began preparing for the 2026 World Cup.
Why DraftKings is Prioritizing Spanish-Speaking Bettors
For DraftKings, bringing Spanish-language support to its app was likely an easy decision, given that Spanish-speaking users are a growing and strategically important segment of the U.S. sports audience.
As Robins explained during the earnings call, the company began exploring this opportunity after studying betting behavior around soccer and broader interest in the NFL, NBA, and other sports.
Robins said DraftKings tested Spanish-language ads and content, which directed users to the English app, to gauge how many new customers they could attract before deciding to develop a full Spanish version of the app.
Demographic data was another factor, according to Robins. “We had a pretty good idea of what kind of opportunity this could represent, as well as obviously other data on just how many people in the U.S. are Hispanic first or Spanish-speaking first and how many live in different states, and really understanding, based on the states we’re operating in, what to expect,” he said.
Robins added that the company wants to get to market early: “If we can create the best experience there, we can get there first and early, especially with a big event like the World Cup coming up. It gives us an opportunity to really build an outsized share in that demographic.”
While sports betting is legal in 38 states and Washington, D.C., and Puerto Rico, it still isn’t legal in the two states with the largest Hispanic and Latino populations: California and Texas. Robins acknowledged this directly, “…some of the biggest states where those Spanish-speaking folks live haven’t even come online yet, like Texas and California. Much more incremental opportunity in the future as well.”
The way DraftKings has framed its position on expanding into California and Texas suggests that it sees the Spanish-language experience as a long-tail investment, positioning the company for eventual legalization in those markets.
The move also comes as DraftKings enters a new exclusive partnership with ESPN, set to bring its sportsbook into the network’s platforms and betting ecosystem.
Prediction Markets & Non-OSB States Add Another Layer
The launch of the Spanish-language version of the app coincides with the company’s preparation to introduce its new federally regulated product, DraftKings Predictions, which targets states where online sports betting (OSB) hasn’t been legalized.
A large portion of the U.S. population lives outside of legal online sports betting markets, and many of those residents are in states with large Hispanic and Latino communities. Speaking about the launch of DraftKings Predictions, Robins emphasized that the product will debut primarily in states without sportsbooks: “We plan to focus on the states where we do not offer sportsbooks, which is also where we believe the vast majority of the financial opportunity exists.”
That matters strategically. Texas and California rank among the biggest future targets for both sports betting legalization and predictions-based growth. The Spanish-language interface could also serve as a bridge for both products as the company looks ahead to future market openings.
Rollout Reflects Shift Toward Cultural Personalization
DraftKings’ statements about its decision to introduce a new Spanish-language experience to its app demonstrate that the company acknowledges the significance of culture in influencing how users engage with its products.
It may also signal a broader shift in how betting platforms design their products. It’s clear that the company isn’t treating language support as just another box to check. Instead, it seems to be leaning into cultural personalization, an approach more commonly seen in mainstream tech platforms than in sportsbooks.
The press release puts it plainly, describing its goal as “delivering the most authentic, personalized product for everyone.” Robins pointed to the same idea on the earnings call, “How many of them are going to make their choice of where they go based on the experience in the Spanish language? I have to imagine that there’s a lot of people who would prefer a Spanish-language app, maybe even some that just won’t even use an English-language app.”
With new media partnerships (ESPN, NBCUniversal), a growing iGaming segment, and the 2026 World Cup on the horizon, the rollout also positions DraftKings to meet Spanish-speaking users where they are, both culturally and technologically.
