BOSTON, August 30, 2026, 04:58 (ET)
- DraftKings promotes a 50% deposit match, providing up to $1,000 in bonus bets.
- Sales and advertising and marketing bills for the second quarter elevated by 38.3% to $322.5 million.
- Marketing accounted for 22.3% of income, a rise from 15.4% within the earlier 12 months.
- DraftKings completed Friday at $25.26 per share, gaining 4.29% with 19.9 million shares traded.
Interest in “draftkings bonus code” elevated over the weekend as DraftKings Inc. NASDAQ: DKNG marketed a deposit match provide aimed toward new clients forward of soccer’s high buyer sign-up interval. The official promotion grants bonus bets equaling 50% of an eligible deposit, up to a $1,000 restrict, utilizing code SUN1K DraftKings offer.
The improve in search exercise is notable as promotions are already taking on a larger portion of income. In the second quarter, DraftKings allotted $322.5 million to gross sales and advertising and marketing—a 38.3% improve from the identical interval final 12 months—whereas income declined 4.6% to $1.44 billion SEC filing.
Marketing accounted for 22.3% of income, a rise of virtually seven share factors. This raises the investor query linked to Sunday’s Google development: can these expensive sign-ups flip into long-term, worthwhile clients?
| Metric | Q2 2026 | Q2 2025 | Change |
|---|---|---|---|
| Revenue | $1.443 billion | $1.513 billion | -4.6% |
| Sales and advertising and marketing | $322.5 million | $233.2 million | +38.3% |
| Marketing as share of income | 22.3% | 15.4% | +6.9 factors |
| Monthly distinctive payers | 3.6 million | 3.3 million | +9% |
| Revenue per payer | $132 | $152 | -13% |
| Adjusted EBITDA margin | 7.9% | 19.9% | -12.0 factors |
To qualify for the official promotion, clients should deposit a minimal of $500 and full one-time wagering inside 14 days. DraftKings moreover advertises separate sportsbook promotions that don’t want a code promotion hub. While the code affords notable worth, the corporate treats such buyer incentives as a operate of gaming economics quite than simply advertising and marketing.
Active customers grew via buyer acquisition, with month-to-month distinctive payers rising 9% to 3.6 million. However, common income per payer declined 13% to $132, as promotional affords and favorable sports activities outcomes diminished total monetization quarterly results.
Adjusted EBITDA dropped to $114.6 million in contrast to $300.6 million. The margin narrowed to 7.9% from 19.9%. The firm continues to challenge 2026 income between $6.5 billion and $6.9 billion, with adjusted EBITDA anticipated within the vary of $700 million to $900 million.
The midpoint suggests an adjusted EBITDA margin of 11.9% for the complete 12 months. Realizing it will rely on improved conversion charges amongst accounts after promotional credit have run out. The upcoming NFL season kickoff on September 9 marks the subsequent scheduled alternative to gauge retention and betting exercise NFL calendar.
DraftKings shares climbed 4.29% to $25.26 on Friday, with buying and selling quantity reaching 19.9 million—roughly 64% larger than its 12.1 million common. Despite the achieve, the inventory remains to be 48% beneath its 52-week excessive Google Finance.
Analysts maintain an optimistic outlook, although their opinions range. MarketBeat studies 30 purchase rankings, eight holds, and two sells. The consensus worth goal is $34.11, suggesting roughly 35% potential upside from Friday’s closing worth analyst consensus.
DraftKings reported elevated exterior advertising and marketing spending, citing components together with the FIFA World Cup, NBA playoffs, and the launches of its Super App and Predictions characteristic. As a end result, Sunday’s surge in bonus-code searches can’t be pinpointed as solely due to one marketing campaign. Still, the information helps that buyers are looking for out acquisition incentives U.S. trend table.
Risks: Users motivated by bonuses would possibly exit as soon as credit run out. Bettors successful extra usually can scale back sportsbook revenue margins. Regulatory updates, tax adjustments and rival promotions from FanDuel may additional improve buyer acquisition bills.
The rapid method stands out. A promotion may draw curiosity prior to the NFL season. DraftKings wants to convert that curiosity into recurring engagement whereas decreasing advertising and marketing prices from virtually one greenback per 4 {dollars} of income.