Betting on Image: How FanDuel Uses PR to Shape Public Perception

FanDuel is an online fantasy sports platform primarily focused on betting. It allows users to wager real money on sports outcomes and compete in fantasy contests. According to FanDuel, “Users create an account, deposit funds, select bets via the app or website, and receive payouts if their predictions win, with legal wagering available in specific states.”

However, FanDuel and similar platforms, such as DraftKings, are currently facing lawsuits alleging the use of addictive technology. These claims suggest that the platforms track user betting patterns and encourage increased spending, potentially contributing to gambling addiction, particularly among younger users.

Public relations, or PR, comes into play by managing public perception and shaping how audiences view a brand or product. For companies like FanDuel, PR is not just about attracting users. It is also about maintaining trust, especially when concerns about gambling addiction are growing.

One example of this can be seen in FanDuel’s response to concerns about addiction. The company has introduced resources that promote responsible gambling, positioning itself as aware of the risks and supportive of its users. While these tools are helpful, they also serve as a strategic way to maintain credibility.

Another tactic can be seen on the company’s main Instagram page. The bio includes links directing users to various betting platforms, alongside a hotline number for gambling addiction support. The page consistently features sports content and statistics, but the inclusion of support resources reinforces an image of responsibility.

At first glance, these efforts suggest that FanDuel is committed to user safety. However, they also raise an important question. Can a platform promote responsible gambling while simultaneously encouraging users to keep betting?

While these PR strategies present FanDuel as a safe and responsible platform, they also highlight a deeper issue. By promoting responsible gambling alongside features that may encourage excessive betting, the company walks a fine line between protection and profit. This raises important questions about whether public relations is being used to inform users or to distract from the risks.

Bio: Naomi Jaskowiak is a public relations major with plans to work in entertainment or crisis PR. She is also an aspiring actress with a goal of appearing in a horror film. Naomi is passionate about making a difference and bringing light to everything she does.