DraftKings deepens NFT investment with first in-house digital collectibles, initially targeting March Madness

Sports gaming giant DraftKings announced on Tuesday a “Primetime NFT Series,” to be launched through its DraftKings Marketplace. The company’s first in-house digital collectibles campaign begins with a college basketball drop, and features “scaling rewards” for collectors across the 2022 college basketball national tournament.

“In recognition of the biggest sports events that captivate fans during the year, DraftKings Marketplace has introduced the Primetime NFT Series, designed to deepen engagement and reward collectors on DraftKings during these defining moments,” a press release announces.

The first drop of the series will be the 2022 College Hoops Collection, which launches “just in time” for March Madness -the NCAA Basketball Tournament-. It marks the first fully in-house NFTs launched by the company’s marketplace, with drops set “for key moments” throughout the event.

“DraftKings is already deeply embedded within the biggest moments in sports, and the new Primetime NFT Series will further drive engagement while also providing rewards that bridge to our gaming offerings for the first time,” said Matt Kalish, Co-Founder and President of DraftKings North America. 

DraftKings Marketplace will launch the "Primetime NFT Series" to celebrate sports' biggest moments, beginning with digital collectibles throughout #MarchMadness. These mark the company's first in-house drops and incorporate scaling rewards for collectors: https://t.co/fpme839agU pic.twitter.com/sxW5HE4zRS

— DraftKings News (@DraftKingsNews) March 15, 2022

“Few times on the sports calendar can match the drama and spectacle of March’s college basketball tournament, which is why we chose this month-long event to initiate this new digital collectibles program,” Kalish added.

Collectors holding all eight editions of the 2022 College Hoops Collection following the championship game will be given a ninth commemorative NFT as a reward for collecting the full set, explains a press statement. This airdrop will grant collectors priority access to the next Primetime NFT Series drop.

With each drop, collectors will be eligible to receive DK Dollars, site credits that can be used for gameplay across all parts of DraftKings’ digital sports entertainment and gaming ecosystem, including sportsbook and daily fantasy. Eligible holders can use their 2022 College Hoops Collection NFT rewards to place bets and enter pools, brackets or fantasy contests.

Very excited to announce a new @DraftKings’ Marketplace program - the Primetime NFT Series! We will commemorate the biggest moments in sports with collectable NFT drops that carry rewards to holders during the event that can be used on DK’s gaming platform. pic.twitter.com/vkYwCGiLGt

— Matt Kalish (@mattkalish) March 15, 2022

Moreover, there will also be exclusive one-of-one editions of all eight collectibles, which will be auctioned off concurrently using DraftKings Marketplace’s auction platform, which has been recently launched.

“The 2022 College Hoops Collection sets the broader Primetime NFT Series into motion as fans can anticipate future drops centered around major sports events globally,” says the sports betting giant. “This launch also follows several Web3 initiatives from DraftKings over the past year including an upcoming NFT-based game alongside the NFL Players Association as well as becoming one of the first corporate validators on the Polygon blockchain.”

DraftKings first entered the NFT space last year, debuting its marketplace in August, with first drops featuring NFL legend Tom Brady. The partnership with the NFL Players Association was announced in December, and will see the launch of gamified NFT collections on DraftKings Marketplace during the 2022-2023 NFL season.