LONDON, Sept. 7, 2026 — A promotional webpage for DraftKings (NASDAQ: DKNG), accessible via a .co.uk address, remained live early Monday morning, even though the company's British gambling license expired 23 months ago. The UK Gambling Commission's records show that DK Crown Holdings Inc., the entity behind the license, surrendered its remote gambling software and pool betting licenses on Oct. 7, 2024. The regulator also lists draftkings.co.uk, draftkings.com, and draftkings.uk as inactive in the UK.
This lingering webpage has raised eyebrows among market observers, but it does not indicate any renewed UK market access. The page, which promotes daily sports and casino offers without requiring a promo code, uses U.S. problem-gambling helplines and frames eligibility around U.S. states, Ontario, and Alberta. It does not display a valid UK license number, a requirement for any site serving British customers. The commission's register is the definitive source, and it clearly marks the domains as inactive.
For investors, this UK presence is a non-event in terms of financials. DraftKings has consistently stated that all new customers are North America-based, and its latest corporate description lists operations in 30 U.S. states plus Washington, D.C., and Puerto Rico, with Alberta and Ontario completing the footprint. Britain is notably absent. The company still employs staff in London, including a data-science team, but that does not translate into licensed consumer revenue.
The stock's performance reflects this North American focus. DraftKings closed Friday at $24.01, down 0.74%, and after-hours trading saw it at $24.41. Over the past year, shares have plummeted 49.4%, and in 2026 alone they are down 30.3%. The U.S. markets were closed Monday for Labor Day.
The company's second-quarter earnings painted a mixed picture. Sports Consumer Volume rose 14.5% to $13.14 billion, but Sports revenue fell 10.6% to $891.9 million, with net revenue margin narrowing to 6.8% from 8.7%. Sales and marketing expenses surged 38.3% to $322.5 million, while Monthly Unique Payers grew 9% to 3.6 million. However, revenue per payer dropped 13% to $132.
Management attributed the revenue decline to customer-friendly outcomes and heavier promotions for new Sportsbook and Prediction Markets users. They also noted that customer acquisition costs were about 25% better than expected, and they acquired roughly 30% more customers than planned, albeit at a 10% higher spend. The key question for investors is whether these cohorts will generate sufficient hold and repeat play to justify the upfront investment.
The UK webpage, while potentially confusing, does not change the investment thesis. A genuine UK revenue stream would require an active license, a registered domain, and a formal launch announcement—none of which are present. The company's future hinges on its ability to convert North American sign-ups into profitable, long-term customers. As the NFL season kicks off, the third-quarter results will be a critical test: payer growth must hold, and net revenue margins must recover from the current 6.8% level.
In summary, DraftKings' UK promo page is a vestige of a past operation, not a harbinger of expansion. The company's story remains firmly rooted in North America, where it must prove that its aggressive customer acquisition strategy can translate into sustainable profitability.
