Case Study: DraftKings increases engagement and open rates with Braze's Liquid personalization

How DraftKings Customizes Their Messaging With Liquid Personalization From Braze

DraftKings, a sports tech company that runs daily fantasy competitions and sports betting, faced the common marketer challenge of increasing user engagement by making communications more relevant and human. As a long-time customer of Braze, DraftKings turned to Braze’s personalization capabilities—specifically Liquid personalization—to move beyond generic messages and deliver individually tailored content across email, push, and in-app channels.

Using Braze’s Liquid personalization, DraftKings automatically injects user-specific data (season recaps, lineup counts, highest scoring lineups, best value players, location, etc.) into campaigns sent across multiple channels. The approach boosted message relevance and measurable engagement—Braze clients report a 199% increase in mobile push open rates and a 28% lift in email open rates—helping DraftKings create more effective, human-centered marketing with Braze.

DraftKings

Veronica Mynders Hamel

Senior Director of Marketing