DraftKings Tone of Voice — Life & More
Tagline: "Life Needs More Play"
Industry: Sports Betting
Sector: Entertainment
How DraftKings Communicates
DraftKings ties sports betting and fantasy to the fun of play. "Life Needs More Play" frames the platform around adding excitement to watching sports through wagering and daily fantasy — playful, engaging, energetic. The voice is sports-betting-play and upbeat, selling the extra thrill betting brings to the game, positioning DraftKings around turning fans into players who have real skin in the game, framing sports gambling as another way to bring more play and excitement into life.
Tone Words
DraftKings's brand voice is defined by the following tone words: Life, More, Play.
Communication Style
- Language Style: Sports-betting-play
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
DraftKings Brand Story
DraftKings is a leader in sports betting and fantasy sports.
Brand Message
Sports betting and gaming
Brand Mission
To be the best and most trusted sports entertainment platform
Brand Positioning
Core Concept: More play
Central Tension: Less vs. More Play
About DraftKings
DraftKings Inc. is an American gambling company based in Boston, Massachusetts. It offers sportsbook and daily fantasy sports (DFS) services. The company was originally launched in 2012 as a DFS provider, competing principally with the New York–based FanDuel. In May 2018, amid the widening legalization of sports betting in the United States, DraftKings began to expand into online and retail sportsbooks to leverage its brand awareness and customer base. DraftKings became a publicly traded company through a reverse merger with SBTech, a Bulgarian technology company, and special-purpose acquisition company Diamond Eagle Acquisition Corp in April 2020.
Frequently Asked Questions About DraftKings
What is DraftKings's tone of voice?
DraftKings uses a life, more, play tone of voice. Their communication is sports-betting-play, typically using statement-style sentences in the present tense. Their tagline "Life Needs More Play" exemplifies this voice.
What is DraftKings's brand message?
DraftKings's core message: Sports betting and gaming Their mission: To be the best and most trusted sports entertainment platform
What is DraftKings's slogan?
DraftKings's slogan is "Life Needs More Play". It carries their life, more, play voice.
What is DraftKings's mission?
DraftKings's mission: To be the best and most trusted sports entertainment platform
What makes DraftKings's brand voice unique?
DraftKings stands out through their life, more, play communication style. Their central brand tension, "Less vs. More Play", shapes how they communicate across the Entertainment sector.
What language style does DraftKings use?
DraftKings uses sports-betting-play language, with imaginative messaging, in statement-style sentences, using the present tense.
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Compare DraftKings
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