Fanatics Sportsbook has recorded a significant increase in app downloads following its Super Bowl campaign featuring Kendall Jenner, according to Fanatics Betting & Gaming CEO Matt King.

“We’ve seen a big spike in downloads, and we’re seeing that accelerate as we get closer to the game,” King told Fox Business in a recent interview.

The advertisement, which represents Jenner’s first Super Bowl commercial, centered on the “Kardashian Kurse,” an internet phenomenon suggesting basketball players who date members of the Kardashian-Jenner family experience performance declines. King described the campaign as having “exceeded our expectations.”

The company deployed a multi-platform strategy combining social media and traditional advertising. “Dropping it on social and just seeing, frankly, the momentum and life it took on for itself was truly incredible,” King said. “It’s the definition of going viral.”

Jenner amplified the campaign through an appearance on “The Tonight Show,” where she announced a $1 million bet on the New England Patriots. Phoenix Suns player Devin Booker, Jenner’s former boyfriend, contributed to the viral momentum through Instagram exchanges with Jenner.

Market Response and User Acquisition

King emphasized the campaign’s cross-demographic appeal, noting multiple reports of partners and spouses discussing the advertisement. “Really, what it’s about is great creative execution with a great talent and dropped the right way that it took on the life of its own,” he said.

As of King’s interview, betting activity on Fanatics Sportsbook favored the Seattle Seahawks over Jenner’s Patriots pick. King noted that the company focuses new-user onboarding on responsible gaming education, including deposit limit tools.

The campaign concludes what King described as a successful NFL season for the brand in a competitive sportsbook market.

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