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85 Brand Capital Score

A weighted composite of this company’s brand-capital drivers, 0 to 100.

83Brand equityThe brand as a durable commercial asset, 0 to 100.
+0.6MomentumThe change in the score since it was last derived.
+28% YoYGrowthReported revenue growth year on year.
16SignalsPublished market signals that name this company.
B2C operatorSports Betting & Casino, US-Native

DraftKings

Current signalVolume Up, Revenue Down

The read

DraftKings is the second-largest US sports betting and iGaming operator, with $4.8B+ revenue in FY2025 and strong brand recognition among American sports fans. It has moved from daily fantasy sports to a full sportsbook and casino operator.

What is on this page

The public read on DraftKings. What it scores, what that score is built from, and where it sits against its shortlist. Plus all 16 market signals naming it. Every one of the 46 companies here is read the same way.

What a review adds

The free read stops at the position. A review adds the forward view: where it is losing you money, what closing it is worth, and the moves in order. It is scored from DraftKings’s own evidence, and you get it within 48 hours of asking.

The position

Where DraftKings’s value sits

What the name is carrying, and the figures this company is tracked on.

The Brand Capital Score is 0 to 100. It combines the 6 drivers below into one number. Every company on the board is scored the same way. It answers one question: how much of this company’s worth its brand and its customers have built, and how much it has to buy again every quarter.

DraftKings scores 85, brand equity 83. That is 3rd of 21 operators. A buyer shortlists three to five names and compares only those, so the score reads as a position in the field.

Brand-capital position

Brand equity 83 is a strong score with a significant gap to FanDuel. DraftKings wins on product breadth and promotions and trails on brand trust and cultural pull with the women and casual bettors who will define the next wave of US growth.

What is being tracked
  • Q2 2026 revenue $1.44B, down 5% on last year and short of the $1.51B estimate; adjusted EBITDA (profit before interest, tax and write-offs) $114.6M, down about 62%; net loss $67.6M after the Knicks title and customer-friendly World Cup results. Sports betting volume (handle) rose 15% to $13.1B. Prediction-market volume ran from $2.3B annualised in April to $11B in July (600k+ customers this year). Full-year forecast held at $6.5 to 6.9B revenue and $700 to 900M EBITDA.
  • Stock down ~15% in 2026 (~$13.7B market cap, 9 Jun) but +16% in the prior week
  • Predictions is now DraftKings' fastest-growing segment; it launched prediction-market products to reach states with no regular betting
  • CEO Matt Kalish has publicly criticised Kalshi-style sports exchanges even as DKNG builds its own
Peter Nikashin, Enterprise Value Architect
Peter Nikashin,
Enterprise Value Architect
▲ Reading DraftKings

DraftKings is performing ahead of its reputation. That gap is growth costing more than it should.

I grow your brand, your customers, and the money they bring in.

Your budget buys activity. I turn it into things that build over time: the price you can hold, the customers who stay, and what a buyer will pay for the business. Every move is specific, in order, and tied to a number.

Explore the system →

Every quarter you wait, the gap grows on itself.

The read in numbers

DraftKings against the board

Four views of one company — what the score is built from, how much of it is brand, who it is weighed against and which way it is moving. Hover any figure for what it means.

The driver scorecard
Revenue & growth 88
Brand equity 83
Product differentiation 82
Retention 80
Regulatory standing 80
Digital 86
Brand equity in rust.

The 6 things the composite is built from, each scored 0 to 100 on the same basis as every other company on the board.

Why it matters

A single score hides where the value sits. Two companies scoring 70 can be very different businesses. The difference is what a buyer pays for.

Strongest on Revenue & growth, weakest on Retention. Brand equity sits at 83, and that is the driver that keeps paying after a good quarter ends.

Brand equity against the composite
85 Composite 83 Brand equity
050100
-2points behind the composite
Brand is the drag on this score.

Both figures on one 0 to 100 axis. The banded distance between the two marks is the whole point of the chart.

Why it matters

Discounting can buy revenue. It cannot buy brand equity. When brand sits below the overall score, the business has to keep re-earning its position. That shows up in the price a buyer will pay long before it shows up in revenue.

Brand equity trails the composite by 2. The business is performing ahead of its reputation, so growth is costing more than it should.

The nearest peers
Flutter Entertainment 95
Entain 86
DraftKings 85
Bet365 83
BetMGM 80
Caesars Sportsbook 76
This company in rust.

The five companies scored closest to this one, ranked by composite.

Why it matters

Nobody is evaluated against the whole market. A buyer builds a shortlist of three to five comparable names, and these are the ones that would sit on it.

Within this set the spread is 19 points, so the composite alone will not separate them. Whatever decides the shortlist happens on the drivers underneath.

Momentum against the cohort
DraftKings +0.6
Cohort median flat
Centre line is no change.

This company's score change beside the median change across its side of the board. The centre line is no movement.

Why it matters

Direction matters more than level over time. A company gaining on a flat field is building its position. One sliding while the field rises is losing ground twice.

Moving at +0.6 against a group median of flat. Gaining on the field.

The next step on DraftKings

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The review, the diagnostic and the market-data forecast: what the company is worth today, where it is losing value, and what the next four quarters look like if nothing changes.

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