US fantasy sports betting and daily contests operator DraftKings announced a marketing partnership agreement with renowned Illinois state video game terminal (VGT) operator Accel Entertainment. While rival operator FanDuel opened a retail sportsbook at its partner casino in that state.
FanDuel’s new in-person sportsbook began operations thursday with six kiosks and three windows at Boyd Gaming’s Par-A-Dice Casino in East Peoria. That same day the new season of the National Football League began and ironically the first bet made was on the St. Louis Cardinals to win the World Series.
The FanDuel online gambling app was launched at the end of August and in order to conform to the strict Illinois branding rules it was dubbed the FanDuel Par-A-Dice Sportsbook, a difficult name to pronounce. For now, state gamblers can register online at the Par-A-Dice casino. Although the governor of Illinois, JB Pritzker, could change that modality after september 19.
Precisely on the uncertainty surrounding mobile registration, perhaps that is why DraftKings, which had already launched its betting application last month, earlier this week announced an agreement with local operator Accel Entertainment. This is one of the largest companies in Illinois and operates VGT in a total of 2,335 locations.
Accel Entertainment is providing slot machines and entertainment devices to restaurants, bars, gaming cafes and truck stops. The exclusive agreement with DraftKings seeks to “drive awareness and retention of sports betting” among Accel’s VGT clients.
Under the terms of the agreement, Accel will be tasked with promoting “exclusive DraftKings content and programming across all Accel marketing channels, including Accel’s on-site digital display screens.” The benefit to Accel locations will be seen with increased additional foot traffic that will attract sports bettors.
DraftKings content that will be broadcast through the operator’s digital display screens includes “mobile app registrations, sports betting lines and promotions.”
Ads are already running in stores, so if Governor Pritzker makes mandatory in-person registration again, DraftKings will have taken advantage of rival FanDuel for this clever move.