DraftKings CCO Explains How Crown Cash Unifies Loyalty Rewards

DraftKings customers have long had to think in different currencies depending on where they were playing. Points on the sportsbook. A separate tier system on the casino side. Something else again on Jackpocket. Crown Cash, the company’s new unified rewards currency, is meant to erase that friction entirely.

“We designed Crown Cash to make rewards easier to understand and use,” Shawn Henley, DraftKings’ chief customer officer, told PYMNTS. Displayed in a dollar format, Crown Cash gives customers a single, familiar unit of value across the company’s offerings rather than a points system they have to mentally convert. Customers earn it through play, promotions and rewards benefits, then spend it directly across eligible experiences.

The change keeps what DraftKings says customers already valued about the old rewards program, including its five loyalty tiers and the perks tied to them. What’s different is the currency layer sitting on top, designed to make the whole system legible at a glance.

One Currency Across a Growing App

Crown Cash’s real test is whether it holds together as DraftKings expands what counts as “DraftKings.” The company has been consolidating sportsbook, casino, lottery and now predictions into a single Super App, and Henley said the rewards currency is built to move with customers across all of it.

Whether someone is placing a sportsbook bet, playing casino games, ordering a lottery ticket through Jackpocket or eventually placing a trade through DraftKings Predictions, Crown Cash works the same way, Henley said. It gives them “a consistent way to earn, view and use rewards” no matter which product they’re using. That consistency is also meant to reinforce the company’s broader positioning. Henley described Crown Cash as another step toward making DraftKings “one connected destination” rather than a collection of separate apps loosely tied together.

Behind that consolidation is a stated effort to use customer data more deliberately. Henley said DraftKings combines direct feedback with behavioral insights across its products to shape which promotions, perks and experiences get built, moving away from a one-size-fits-all rewards structure toward something closer to individual customer preference.

Responsible Play Built Into the Redesign

DraftKings frames the rewards overhaul alongside its responsible gaming tools rather than separate from them. Henley pointed to existing controls, including deposit limits, cool-off periods and self-exclusion, along with two tools the company has built for tracking behavior: My Stat Sheet, which lets customers see their own activity, and My Budget Builder, a guided tool for setting personal limits and reminders.

As Crown Cash rolls out, Henley said the company’s priority is keeping those tools visible and easy to find rather than burying them beneath the new rewards experience. The stated goal is giving customers “the information and control they need to make informed choices” as the loyalty program and the broader app both grow more complex.

Whether a single, dollar-denominated rewards currency makes rewards easier for customers to track, or simply makes it easier for DraftKings to keep them engaged across more products remains to be seen. The answer will depend on how the tools are surfaced in practice, not just how they’re designed.