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DraftKings Makes Loyalty Points Spend Like Cash

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DraftKings Makes Loyalty Points Spend Like Cash

DraftKings customers have long had to think in different currencies depending on where they were playing. Points on the sportsbook. A separate tier system on the casino side. Something else again on Jackpocket. Crown Cash, the company’s new unified rewards currency, is meant to erase that friction entirely.

“We designed Crown Cash to make rewards easier to understand and use,” Shawn Henley, DraftKings’ chief customer officer, told PYMNTS. Displayed in a dollar format, Crown Cash gives customers a single, familiar unit of value across the company’s offerings rather than a points system they have to mentally convert. Customers earn it through play, promotions and rewards benefits, then spend it directly across eligible experiences.

The change keeps what DraftKings says customers already valued about the old rewards program, including its five loyalty tiers and the perks tied to them. What’s different is the currency layer sitting on top, designed to make the whole system legible at a glance.

Crown Cash’s real test is whether it holds together as DraftKings expands what counts as “DraftKings.” The company has been consolidating sportsbook, casino, lottery and now predictions into a single Super App, and Henley said the rewards currency is built to move with customers across all of it.

Whether someone is placing a sportsbook bet, playing casino games, buying a lottery ticket through Jackpocket or eventually placing a trade through DraftKings Predictions, Crown Cash works the same way, Henley said. It gives them “a consistent way to earn, view and use rewards” no matter which product they’re using.


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