FanDuel Expands Kindbridge Behavioral Health Partnership to Broaden Player Mental Health Support

FanDuel is deepening its partnership with Kindbridge Behavioral Health, expanding a collaboration that has quietly grown into one of the sports betting industry’s more substantial responsible gambling initiatives. The expansion builds on a relationship the two organizations have maintained since March 2024, adding new layers of education, self-assessment tools, and access to professional counseling for FanDuel customers.

Cory Fox, senior vice president of public policy and sustainability at FanDuel, said the expanded partnership reflects the operator’s effort to meet customers where they are with resources that actually work for them. That framing matters in an industry where responsible gambling tools often go underused simply because bettors don’t know they exist or find them hard to access in the moment they’re needed.

What Kindbridge Brings to the Table

Kindbridge Behavioral Health is an online mental health provider that specializes in problem gambling, digital dependency, and related behavioral concerns. The organization connects individuals and families with licensed counselors, coaches, and peer support groups, all delivered virtually. Its scope has expanded over time beyond gambling alone to include problem gaming, financial wellness, and other conditions that frequently overlap with gambling-related distress.

The FanDuel-Kindbridge relationship began as a pilot program focused on self-excluded players in New Jersey and Ohio, giving that specific group free mental health assessments and access to peer support groups. Since then, the collaboration has widened considerably. FanDuel now offers a complimentary mental health assessment to any customer at the point of self-exclusion, and through Kindbridge, customers can tap into educational courses, coaching, and one-on-one counseling with a licensed therapist regardless of where they are in their relationship with gambling.

The numbers suggest real engagement rather than a check-the-box partnership. In March 2026, more than 6,000 FanDuel customers voluntarily completed a Kindbridge survey designed to help them better understand their relationship with gambling and how it connects to broader mental health. That’s a meaningful sample size for a self-selected wellness tool embedded inside a sportsbook app.

A Model Beyond the Sportsbook Itself

What separates this expansion from a typical operator responsible-gaming press release is the reach outside the customer-facing product. FanDuel and Kindbridge have also collaborated on employee education and financial wellness programs, treating gambling-related harm as an issue that touches the company’s own workforce, not just the people using its app. Both organizations describe the partnership as a potential model other operators could adopt as the industry faces continued scrutiny over problem gambling rates tied to the growth of mobile sports betting.

That scrutiny has only intensified as sports betting has expanded into more states and as bettors increasingly use same game parlays and other high-frequency betting formats that researchers have flagged as carrying elevated risk. Operators like FanDuel have faced pressure from state regulators, advocacy groups, and researchers to demonstrate that responsible gambling commitments extend beyond a disclaimer at the bottom of a marketing email.

The broader context also includes FanDuel’s history of financial commitments tied to problem gambling awareness, including six-figure donations to organizations like the National Council on Problem Gambling and the International Center for Responsible Gaming during past Problem Gambling Awareness Month campaigns each March. Those donations have funded research initiatives and grant programs aimed at expanding prevention and treatment services in areas that otherwise lack them.

Why This Matters for Bettors

For everyday users of sportsbook apps, the practical takeaway is accessibility. Kindbridge’s model emphasizes speed — connecting someone with a licensed counselor within roughly 24 hours of reaching out — which addresses one of the most cited barriers to seeking help: the gap between recognizing a problem and actually getting support. Anyone using a FanDuel promo code to get started on the platform will also have access to these same tools if their relationship with betting ever becomes something they want to examine or manage more carefully.

As legal sports betting continues to mature across the country, partnerships like this one are likely to become a more common feature of how operators differentiate themselves — not just on odds or promotions, but on the depth of support systems built around their platforms. Whether other major sportsbooks follow FanDuel’s lead in expanding third-party mental health partnerships may become one of the more telling indicators of how seriously the industry treats responsible gambling as it continues to grow.