DraftKings adds Spanish-language option to its platforms

Charlotte Capewell

26 November 2025 at 7:02am UTC-5

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DraftKings has introduced a Spanish-language interface to its sportsbook and online casino platforms, aiming to be more inclusive for its users and attract more multilingual customers.

Spanish-speaking users make up a growing portion of DraftKings’ customers in the US and Ontario, where the new feature is being introduced first.

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The new option will appear automatically for customers whose mobile devices are set to Spanish, which DraftKings says will remove the need for extra menu selections.

The integration is expected to extend across most areas of the platform, including account setup, navigation, betting information, in-app support, and responsible gaming tools.

Speaking on the launch, DraftKings Chief Product Officer Corey Gottlieb said, “Today, Spanish-speaking players represent a growing segment of DraftKings’ customer base. 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. This is consistent with our commitment to delivering the most authentic, personalized product for everyone.”

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DraftKings plans to expand access to the Spanish-language version beyond the initial test group over the coming weeks and will eventually offer the Spanish interface to all customers in regions where the company is licensed to operate.

The updated feature comes as DraftKings shifts its attention to prediction markets, following its departure from Nevada and the American Gaming Association just last week.

Charlotte Capewell brings her passion for storytelling and expertise in writing, researching, and the gambling industry to every article she writes. Her specialties include the US gambling industry, regulator legislation, igaming, and more.

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The Backstory

Why a Spanish interface is a strategic play

DraftKings’ move to add a Spanish-language interface across its sportsbook and online casino fits a broader push by digital gambling companies to localize products, grow addressable markets and respond to regulators’ rising expectations on access and consumer protection. Spanish speakers make up a growing share of bettors in the United States and Ontario. Enabling the language to auto-detect on mobile devices removes friction at the moment of onboarding, where drop-off can be costly. The timing also follows DraftKings’ shift of attention toward prediction markets and its recent exit from Nevada and the American Gaming Association, signaling a company recalibrating where and how it differentiates product to capture share.

The change is not just a translation. DraftKings says the Spanish experience spans account setup, navigation, betting information, in-app support and responsible gaming tools. That breadth matters because localization has become a competitive feature set, not a cosmetic layer. It is also a hedge against the cost of acquiring customers in mature markets where promotions have tightened and state-level advertising scrutiny has increased.

Signals from Spanish-speaking markets

Experience from Spanish-language markets points to demand that can shift performance when matched with product and pricing. Codere Online’s latest quarter illustrates the forces at play. The operator posted net gaming revenue of €51.6 million in constant currency, but flat after adjustment, as devaluation in Mexico cut into results. Still, Codere grew active customers in Mexico by 39% and lifted Spain revenue by 5%, while standing by full-year guidance of €220 million to €230 million. Those trends, outlined in Codere Online’s third-quarter update, underscore that Spanish-speaking cohorts can scale quickly with localized product and targeted marketing even as macro headwinds and sports results whipsaw short-term margins.

For DraftKings, anchoring a Spanish interface first in the U.S. and Ontario captures market share where Hispanic populations are expanding and sports fandom crosses borders. The company’s automation of language selection also reduces the cognitive load on new users. That can be critical during major sports windows when onboarding spikes and any extra step can suppress conversion. Codere’s mixed but resilient performance shows that language-centered strategies are necessary but not sufficient; pricing discipline, currency risk and product depth still decide outcomes. DraftKings’ scale and data advantage in the U.S. could help it translate language access into sustained engagement rather than a one-time traffic bump.

Responsible gaming converges with localization

Localization is increasingly paired with responsible gaming. DraftKings is renewing its State Council Funding Program, which has delivered more than $2 million to state councils and the National Council on Problem Gambling since 2022, with another $500,000 slated for 34 state councils in 2025. The company also promotes tools like My Stat Sheet, which surfaces individualized insights on time spent, net results and wagering patterns, and plans a national responsible gaming ad campaign during Problem Gambling Awareness Month. Those initiatives, detailed in DraftKings’ latest responsible gaming update, become more effective when presented in a user’s preferred language.

The industry trend is broader than one operator. BetBlocker, a free self-exclusion app with roughly 40,000 users, has launched a Japanese-language version to reach a community the organization says is underserved by European-centric support. The move, developed with translator and philanthropist Kenta Shintani, follows research showing 39 million Japanese residents gambled in 2019 and 4.4 million experienced gambling-related financial difficulties. The expansion, as laid out in BetBlocker’s Japanese-language launch, shows how language access and harm-minimization tools are converging as standard features, not add-ons. For regulators and leagues endorsing responsible play, the expectation is shifting toward multilingual, data-informed tools that proactively surface limits and resources.

DraftKings’ Spanish rollout folds into that trajectory. In markets where regulators scrutinize affordability and advertising, presenting spend dashboards, limit settings and self-exclusion in a user’s language can be as important as translating bet types. It reduces the risk of misinterpretation and demonstrates compliance intent that can matter in licensing reviews and legislative debates.

Industry momentum, investor cues and the compliance lens

Localization and player protection are front of mind for executives and policymakers gathering at ICE Barcelona, which opened in a new venue this year with tickets sold out and organizers forecasting 55,000 to 60,000 attendees. The agenda includes a panel on big tech and gaming convergence focused on innovations in compliance and player protection, including data transparency challenges and how to innovate in strict regulatory markets. The event’s scale and content, previewed in coverage of ICE Barcelona’s kickoff, signal where capital and product road maps are headed: toward interoperable data, transparent wallets and safeguards embedded in the user journey.

Investor activity echoes that emphasis. Apple iSports’ appointment of Lyndon Hsu to its board reflects companies positioning for cross-border expansion and potential listings. The firm cited Hsu’s finance background and gaming ties as it explores a Nasdaq up-listing and broader market entry. That strategy, described in Apple iSports’ board announcement, fits the pattern of operators and suppliers preparing balance sheets and governance for global growth, where multilingual product, compliant data architectures and responsible gaming credentials can influence valuations and partnerships.

DraftKings’ Spanish interface arrives in that context. It is a customer growth lever, a regulatory signal and a precursor to deeper segmentation by language, region and sport. With U.S. operators standardizing core features, differentiation increasingly comes from how seamlessly platforms adapt to user preferences and how credibly they demonstrate player protection at scale.

What to watch next

Near term, watch adoption metrics, including activation rates among Spanish-speaking users, session length and engagement with responsible gaming tools delivered in Spanish. Pay attention to cross-sell into casinos, where UI clarity and content localization can materially lift conversion. In the U.S. and Ontario, expect competitors to accelerate their own language offerings, extending beyond Spanish to Portuguese, Chinese and Tagalog where demographics support investment.

In Spanish-language markets, Codere’s trajectory offers a benchmark for customer growth versus currency and margin swings. If DraftKings pairs language access with targeted promotions and content around soccer, boxing and global events popular with Hispanic audiences, it can compound share gains without returning to outsized bonus spend. On the policy front, industry conversations at ICE and similar forums suggest the next phase of competition will reward operators that combine multilingual interfaces with transparent data, clear limits and fast support across channels. Spanish is a start. The moat will be built on how well companies integrate language with product depth, education and trust.