Keith Wall, FanDuel VP of Commercial Retail: “Retail Is an Integral Part of Our Future Plans”

FanDuel is riding the popularity of sports betting in the United States with an unfaltering commitment to worthwhile consumer experiences. The company is one of the biggest players in the market, and very possibly controlling the majority of sports betting market share in the United States as of right now.

Four years after PASPA was de-regulated, FanDuel continues to invest in retail and mobile solutions, focusing on an omnichannel betting experience fit for any taste and preference. Just earlier this month, FanDuel opened a second sportsbook at Fairmount Park in Collinsville, Illinois.

We have reached out to FanDuel VP of Commercial Retail Keith Wall who will be able to better explain why one of the largest betting companies is still interested in continuing to provide a recognizable retail product, and how its involvement with local economies and communities brings dividends.

The Illinois sportsbook is the 16th such property for the company in the United States, with the numbers likely to continue increasing.

Q: Why is it important for FanDuel to maintain a retail preference at a time when the majority of bets is placed online?

Building a world class retail business is a major part of the FanDuel Group strategy to maintain our standing as America’s #1 Sportsbook. For many states, a retail sportsbook location is how the FanDuel brand is introduced to a new state.  It’s the first impression that we make in a market and no one does it better than FanDuel. We have found that having a first-class retail location gives customers options to bet online or in-person and enhances trust in our brand. For those that want a more social sports betting experience, our retail sportsbooks offer customers the experience of legal betting in a location with comfy chairs and TV screens that make for a fun night out with friends.

Q: How important are local communities and regions to you in where you open?

Legal sports betting has become an industry unto itself.  When we open a retail location there are many ways that we impact a community. There are jobs at the sportsbook, as well as, new jobs at our casino or track partner like security, maintenance and food service. We also work with local businesses on promotional items and signage and then there is the advertising money that is a big part of bringing in customers that helps local TV and radio stations along with newspapers and online media outlets.

Q: How do you measure success on a local level when it comes to the way FanDuel impacts an area?

We have financial markers that unfortunately we don’t make public, but our success is really all about our customer experiences.  Each day we can see how our customers are enjoying their experience at a FanDuel Sportsbook and we do our best to improve upon that customer experience.

Q: How has the pandemic stayed your enthusiasm insofar as retail properties go or are they still an important focal point for customers?

The pandemic has definitely given us new challenges but our retail team continues to impress me every day. Over the last year we have opened five retail sportsbooks during a pandemic, which is an impressive feat of logistics and determination. Retail is an integral part of our future plans and we look forward to bringing multiple first-class FanDuel retail experiences to communities across the US.

Q: Do you see any significant shift in consumer preferences in the past year or is the demand still there.

We have strict COVID-19 protocols in place for the health and safety of our customers and employees. There has been an adjustment period, but our customers have been great. Just like most retail outlets or restaurants, we have adapted. We have focused on providing a clean and safe atmosphere, where customers have a choice. They can come in and place a wager and return home, or place a wager in a safe environment and still watch the games, but now in a socially distant way.  We have adapted to meet our customers’ needs. 

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