FanDuel has admitted it has sent roughly 30 personalized videos from athletes and entertainers to its biggest losers over the past two years. The revelation comes after the Philadelphia Phillies’ first baseman Bryce Harper appeared in a video in which he stepped into a pile of No. 2, a personalized message purchased by the sportsbook in July.
The admission was made in a letter to Congress from FanDuel’s senior vice president for public policy and sustainability, Cory Fox. The letter, dated September 24, confirmed that the practice extends far beyond Harper’s one-off appearance.
Harper’s Video and the Opening of the Can
In July, Harper appeared in a video in which he stepped into a pile of No. 2. The video was purchased by FanDuel as a personalized message to a valued customer — in this case, a consistent loser who had bet on FanDuel over its competitors.
The situation opened a can that contains more than a few worms. FanDuel’s decision to purchase the video drew immediate attention, and the sportsbook faced questions about why it would pay an athlete to appear in a message directed at a losing customer.
According to Fox, FanDuel has arranged personalized video messages “almost always through publicly available services” as a token of appreciation for customers who have remained loyal to the platform.
The Letter to Congress
David Gambacorta of the Philadelphia Inquirer reported on the admission. He noted that Fox’s letter to Congress included the confirmation about the 30 videos.
“On occasion, FanDuel has arranged a personalized video message, almost always through publicly available services, as a token of appreciation for a customer’s loyalty in choosing FanDuel over its competitors,” Fox wrote.
Fox also addressed the concern that the videos might be used to induce customers to continue gambling. He claimed that the videos are not used for that purpose.
Fox’s claim is notable because it directly addresses the obvious question: why would a sportsbook send a personalized video to a losing customer? The answer, according to Fox, is simple gratitude for loyalty.
What FanDuel Has Not Said
FanDuel declined to disclose the 30 “athletes and entertainers” who provided the videos. That omission leaves room for speculation.
It is possible that one or more of the videos came from NFL players. Without a list of the performers, it is impossible to know for sure. The sportsbook has not offered any additional details about the content of the videos or the identities of the people behind them.
The refusal to disclose the performers is notable. The sportsbook has not explained why it chose to keep the list private.
The VIP Relationship
The personalized video campaign fits into a broader pattern of behavior by sportsbooks. The industry has a history of treating its biggest spenders — the customers who lose the most money — with special attention.
These customers are often referred to as VIPs, which stands for “very inept prognosticators.” The term captures the reality that these customers are not winning. They are losing, and they are doing it consistently.
The personalized video is a small gesture of appreciation. It is a token of gratitude for a customer who has chosen FanDuel over its competitors. It is also a reminder that the customer is losing.
The Business Model
Sportsbooks operate on a simple principle: the more money they keep from their customers, the more money they make. Every dollar that flows from the customer to the company is revenue for the sportsbook.
Outfits like FanDuel do not become worth many billions of dollars without many billions of dollars flowing from the customer to the company. The personalized video campaign is one small example of how the industry works to keep that cash flowing.
The videos are a form of customer service. They are a way of making the losing experience feel a little better. They are also a reminder that the customer is losing.
Congressional Oversight
The best news in this story is that Congress is exercising oversight of the industry. As the Wild West days of Everybody Bet Now! continue, meaningful regulation of the industry is long overdue.
The letter to Congress is a step toward transparency. It confirms that FanDuel has been sending personalized videos to its biggest losers. It also raises questions about what other practices the industry might be hiding.
Comparison of FanDuel’s Claims and the Concerns
| Claim | FanDuel’s Position | Skepticism |
|---|---|---|
| Purpose of videos | Token of appreciation for loyalty | Aimed at getting losers to keep losing |
| Videos inducing continued gambling | Not used for that purpose | Videos are clearly aimed at the losing customer |
| Disclosure of performers | Declined to name them | Refusal to disclose leaves room for speculation |
The comparison shows the gap between what FanDuel says and what critics hear. The sportsbook frames the videos as tokens of gratitude; critics hear them as inducements to keep losing.
What We Know
Here is what we know from Fox’s letter:
- FanDuel has sent roughly 30 personalized videos from athletes and entertainers over the past two years.
- The videos were arranged as a token of appreciation for customers’ loyalty.
- The videos were almost always sourced through publicly available services.
- FanDuel claims the videos are not used to induce customers to continue gambling.
Here is what we do not know:
- The identities of the athletes and entertainers who provided the videos.
- Whether any of the videos came from NFL players.
- Whether FanDuel has stopped the practice.
The unknowns are significant. Without a list of the performers, it is impossible to assess the full scope of the campaign.
Source material: “FanDuel admits it has used roughly 30 Bryce Harper-style videos,” Yahoo Sports.
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