DraftKings takes top spot in American Customer Satisfaction Index
Boston-based operator returns highest score in survey’s first ever online betting and igaming rankings, with BetMGM and FanDuel hot on its heels in second and third place, respectively
DraftKings has ranked top among US-facing gambling operators in the latest American Customer Satisfaction Index (ACSI) Entertainment Study.
The index, which has produced coverage on the online betting and igaming sector for the first time in its history, is a US-focused economic indicator determining how industries are faring in the eyes of customers, alongside the actual quality of the services or product provided.
The ACSI was established in 1994 by researchers based out of the University of Michigan.
Within its online betting and igaming category, companies were measured using various customer experience benchmarks, the most important of which was identified as the quality of an operator’s app.
However, factors such as reliability, privacy, and ease of navigation were all also recognized as benchmarks deemed vital in the eyes of users.
How helpful game notifications are, how new the content being displayed is, and payment options were also acknowledged as vital benchmarks.
The ACSI’s Entertainment Study saw the top three ranked betting operators separated by just two points, with DraftKings topping the table with a score of 78 out of 100, followed closely by BetMGM a point behind (77), and FanDuel (76) in third.
ESPN Bet and Fanatics both fell just outside of the top three, with both boasting a customer satisfaction score of 73, while Caesars ranked bottom of the list after scoring 69.
According to the survey’s respondents, sports betting remains the most popular vertical, with 42% of those surveyed engaging only with sportsbooks.
In contrast, 33% of respondents wager exclusively within the igaming vertical, while the remaining 25% active across both.
Those figures need to be taken with the context of sports betting legalization having spread to almost 40 US jurisdictions, with igaming confined to seven.
Of the two, sportsbook users boast a higher level of customer satisfaction with a score of 76, three points more than that of online casino players.
When theorising why that might be, the ACSI suggested the level of user control and customization within the online sportsbook experience could play a pivotal role.