DraftKings (DKNG) stock rose over 6% today after the company announced the launch of a Spanish-language experience for its Sportsbook and Casino app. The move will help expand the sports betting company’s access to a wider customer base.
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Customers whose devices’ primary language setting is set to Spanish will automatically see the app in the language after updating, while new customers can download the language-only version. The feature will cover the whole app, from onboarding to promos and customer support.
The functionality is currently rolling out to select customers in the U.S. and Ontario, Canada, and will expand to all users in those regions in the coming weeks.
DKNG Targets Spanish Users ahead of 2026 World Cup
Importantly, DraftKings CEO Jason Robins had disclosed the company’s push to attract Spanish‑speaking users during the Q3 earnings call, noting that the initiative has been in development for some time. He had pointed to the 2026 FIFA World Cup, which will be hosted in Canada, Mexico, and the U.S., as a major growth opportunity.
“And so if we can create the best experience there, we can get there first and early, especially with a big event like the World Cup coming up, it gives us an opportunity to really build outsized share in that demographic,” said Robins.
Moreover, the move comes as Spanish-speaking users are a major and growing portion of DraftKings’ customer base. By customizing its product to this demographic, DraftKings seeks to make its Sportsbook and Casino app more friendly for Spanish users, thereby attracting more players and boosting its business growth.
Is DKNG Stock a Good Buy?
Turning to Wall Street, analysts have a Strong Buy consensus rating on DKNG stock based on 23 Buys and five Holds assigned in the past three months. Further, the average DraftKings stock price target of $44.25 per share implies 42.01% upside potential.
