DraftKings and Mindway AI have expanded their partnership which originally began in January with the launch of Gamalyze American Football, a new self-assessment tool meant to expand player education through immersive “gridiron-themed” responsible gambling experiences.
“DraftKings has demonstrated tremendous leadership by aligning its responsible engagement efforts with major moments on the sports calendar, first introducing the Gamalyze soccer-themed tool during the World Cup, and now launching the Gamalyze football-themed tool ahead of the NFL season,” Mindway AI CEO Rasmus Kjaergaard said.
“By embedding these gamified tools when fan excitement is at its peak, DraftKings is offering its customers an engaging way to help keep their experience fun and responsible during some of the biggest moments in sports.”
DraftKings previously launched a nationwide campaign featuring activations for Gamalyze American Football, while the tool builds on the debut of Gamalyze Football (soccer) during the 2026 FIFA World Cup.
The operator was the first to integrate Gamalyze Football across its responsible gambling interface, and will maintain the same exclusive standing with Gamalyze American Football for the 2026-2027 NFL season.
DraftKings Chief Responsible Gambling Officer Lori Kalani also spoke on the new launch, having said, “Major moments on the sports calendar give us an important opportunity to meet customers where they are with timely and relevant responsible engagement resources.
“Gamalyze American Football offers customers an interactive and engaging way to learn more about their decision-making style, helping them make more informed choices about their engagement.”
DraftKings’ exclusive offers and activations for users included free gasoline in select US and Canada markets and the operator’s Take Your Game Anywhere campaign featuring Nick Jonas and Kevin Hart.
The operator’s Gameday Fuel activation provided free gasoline at select stations in Los Angeles, Miami, Dallas, Atlanta, Detroit, Edmonton and Toronto, while users of DraftKings Sports & Casino received a “variety” of exclusive DraftKings Gameday offers.
The NFL announced new deals with DraftKings, FanDuel and Fanatics on August 27 – as each operator signed new multi-year partnership agreements with the professional football league
