DraftKings Inc. (DKNG) shares traded flat Tuesday despite announcing two significant expansion moves designed to broaden its customer base and geographic footprint across North America.
The company introduced a fully Spanish-language version inside its Sportsbook and Casino app, initially rolling it out to select users before expanding access to all eligible customers over the coming weeks. Users who have Spanish device settings will automatically see the updated interface after installing the latest app version—a clever move that makes the transition seamless.
Betting on Language Accessibility
This rollout isn't just about translation. DraftKings is targeting a rapidly growing Spanish-speaking customer base throughout the United States and Canada, personalizing everything from onboarding and navigation to promotions and betting content. The company also plans to offer Spanish-language customer support and responsible gaming tools, making the experience comprehensive rather than superficial.
Corey Gottlieb, Chief Product Officer of DraftKings, framed inclusivity as a strategic priority. Spanish-language functionality expands accessibility while strengthening the company's overall addressable market, he explained. Personalization remains central to the product roadmap, which makes sense when you're competing in an increasingly crowded betting landscape.
Missouri Becomes the Next Frontier
Meanwhile, DraftKings confirmed plans to launch its mobile sportsbook in Missouri on December 1, 2025. The Missouri Gaming Commission granted the company a temporary direct mobile sports wagering license, allowing statewide operations without needing casino or team partnerships—a significant regulatory win.
Missouri represents the company's next U.S. expansion market. DraftKings has already established partnerships with the Kansas City Chiefs and the St. Louis Blues, giving it local brand recognition before the official launch. Management noted that Missouri's strong sports culture aligns perfectly with the company's long-term customer acquisition strategy.
Building Responsibly
DraftKings emphasized its responsible gaming tools throughout both announcements. Features like My Stat Sheet and My Budget Builder help users track activity and control spending patterns responsibly. The company stressed that responsible wagering remains essential during new market rollouts—important messaging as regulatory scrutiny of the betting industry continues.
To celebrate the Missouri launch, DraftKings will host a ceremonial first bet event at The Palladium in St. Louis. Pro football players Tony Gonzalez and Isaac Bruce, along with Canadian-American hockey legend Brett Hull, will attend. The company also invited local media and community partners to the event, building goodwill in its newest market.
Price Action: DKNG shares traded 6.28% higher at $31.29 at last check Tuesday.