DraftKings Results Presentation Deck
4 CAC ADVANTAGE DUE TO DFS DATABASE AND
MARKETING KNOW HOW
New Jersey Unique Paid Users
A
(2)
(3)
(4)
B
||
CUSTOMER ACQUISITION IN NEW JERSEY
C
43k
OSB or iGaming Paid Users
Cross Sold from
Existing DFS Database
93k
Newly Acquired Paid Users
136k
Total NJ Unique Paid Users (1)
More than one-third of NJ paid users are from
our existing NJ DFS database of ~140K (²)
ILLUSTRATIVE MARKETING EFFICIENCY AT SCALE
Average Effective Cost per Thousand ("eCPM")(3)
Average
CPM
Marketing
Efficiency (4)
$120
Local
-$90
-75%
Note: OSB and iGaming database figures reflect paid users from OSB launch in August 2018 through September 30, 2019.
(1) Excludes existing out-of-state DFS users who have used the product in New Jersey.
DFS existing database defined as number of cumulative unique paid users living in New Jersey prior to OSB launch in August 2018.
eCPM calculated as average CPM divided by marketing efficiency.
Marketing efficiency is the percentage of impressions that reach live DK states.
$95
~67% Reduction in Cost
I
Regional
- $90
-95%
$75
National
(30% OSB Live)
-$30
-40%
$40
National
(65% OSB Live)
-$30
-75%
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