US sports betting giant DraftKings has announced an expanded relationship with mental health services provider Kindbridge Behavioral Health (Kindbridge) to provide access to therapy and treatment for problem gaming in every jurisdiction where the brand operates its online sportsbook and iGaming products.
DraftKings and Kindbridge originally joined forces in September 2023 to launch a pilot program to deliver personalized support for sports bettors in Colorado. Their expanded relationship coincides with March’s designation as Problem Gambling Awareness Month.
“We appreciate the opportunity to deepen our collaboration with Kindbridge Behavioral Health and strengthen our commitment to providing important resources to those experiencing potential indications of problem gaming,” said DraftKings Chief Compliance Officer Jennifer Aguiar.
“We want everyone on our platform to engage in responsible play and we are committed to educating consumers on the multitude of resources offered. For those who recognize signs of problem gaming and decide to utilize our tools to self-exclude, they now have access to therapy and treatment free of cost through Kindbridge Behavioral Health.”
After a successful launch of the program in Colorado last year, DraftKings and Kindbridge say that they have established a system that effectively links self-excluded players with numerous support options, including receiving pertinent educational content, engaging in initial assessment calls, and scheduling initial counseling sessions.
“DraftKings’ integration of direct care into their platform, in collaboration with Kindbridge across 25 states, marks a significant step in enhancing player health. This effort underlines our commitment to combat problem gaming with personalized, accessible support,” stated Daniel Umfleet, CEO of Kindbridge. “This collaboration sets a new industry benchmark for comprehensive care, ensuring swift and essential support is accessible to those in need.”
Beginning April 1st, every customer in the 25 states where DraftKings operates its online sportsbook and iGaming products and in Ontario, will have access to comprehensive mental health assessments, care providers, and personalized care plans via Kindbridge when they self-exclude within the DraftKings platform.
According to a press release, the joint initiative aims to not only aid individuals facing challenges but also provide valuable insights and data into the effectiveness of treatment resources for those who seek assistance via online gaming platforms.
“DraftKings and Kindbridge will continue to assess and enhance the program to align with evolving industry standards and best practices,” the parties said.