DraftKings is looking to grow the audience of its NFT-based fantasy sports game, Reignmakers Football, through a new marketing campaign with Kevin Hart.

The advertising campaign sees NFL stars Stefon Diggs, Ezekiel Elliott and Lamar Jackson, all summoned by the comedian to join his ‘Kevinverse’. 

The trio of attacking players are part of Hart’s DFS team, as he calls on them to ‘be 100%’ in order to help him ‘crush the competition’.

As part of the campaign, players are able to acquire NFT cards via pack drops, auctions within Draftkings’ marketplace.

In launching the advertising campaign, DraftKings collaborated with VaynerMedia, the US creative agency.