PrizePicks Challenges Ad Fatigue with Lynch & Devine Campaign

ATLANTA, GA – January 12, 2026 – As the football postseason reaches its fever pitch, sports entertainment operator PrizePicks is launching a bold new advertising campaign that takes aim not at a competitor, but at a shared industry problem: ad fatigue. Featuring an unlikely comedic duo, NFL legend Marshawn Lynch and actor Adam Devine, the new commercials playfully critique an industry oversaturated with gimmicks and noise, positioning PrizePicks as a fan-focused alternative.

Developed in partnership with advertising agency Preacher, the campaign seeks to cut through the marketing clutter that fans have been inundated with all season. The central message emphasizes simplicity and the core thrill of sports predictions, a stark contrast to the often complex and bombastic promotions that have come to define the sector.

"By this point in the season, sports fans have seen just about every gimmick imaginable," said Mike Quigley, Chief Marketing Officer at PrizePicks, in a press release. "This spot is about cutting through that clutter, having a little fun with the industry, and keeping the focus on what our players really care about during the playoffs."

A Self-Aware Playbook Against Overload

The new campaign’s core strength lies in its meta-commentary. The commercials depict Lynch and Devine as self-aware pitchmen navigating a chaotic studio set, littered with the remnants of absurd and over-the-top ad stunts from campaigns past. As they brush past the noise, the pair highlights the simplicity of the PrizePicks platform. This self-referential humor is designed to resonate directly with viewers who have grown weary of the aggressive and often bizarre advertising landscape of sports gaming.

The campaign cleverly blurs the line between parody and promotion. In one spot, Lynch and Devine bond over their fictional failed business ventures—a "Yeast Mode" cookbook and "Devinity" cologne. To generate buzz, PrizePicks even released limited-edition samples of these gag products, demonstrating a deep commitment to the comedic premise. This strategy acknowledges a widely held consumer sentiment, validated by social media commentary and even late-night TV sketches that have satirized the sheer ubiquity and sometimes nonsensical nature of sports betting commercials.

By having its celebrity endorsers poke fun at the very fabric of industry advertising, PrizePicks positions itself as an empathetic brand that understands its audience’s frustration. It’s a risky but potentially rewarding strategy that bets on authenticity and humor to build a connection that louder, more aggressive campaigns may fail to achieve.

Differentiating Through Product and Platform

Beyond the clever marketing, the campaign’s message of simplicity is directly tied to the user experience of the PrizePicks app. The commercials emphasize that the platform consolidates its Daily Fantasy Sports offering, Player Picks, and its newer prediction markets offering, Team Picks, into a single, easy-to-navigate application. This focus on a streamlined, all-in-one product stands in contrast to a market where users might need multiple apps or face complex interfaces to engage with different types of games.

The ads also subtly feature popular new additions to the platform, such as The Feed, a social feature that allows users to see what picks their friends and other players are making, and Early Exit, a tool that gives players more control over their entries. These features are presented not as gimmicks, but as practical enhancements to the core user experience, reinforcing the company's stated "fan-first approach."

This strategy connects the high-level brand message of the commercials directly to tangible product benefits. The promise to "cut through the clutter" is not just an advertising slogan but a reflection of the product's design philosophy, aiming to make fantasy sports more accessible and engaging, especially for casual fans who may be intimidated by more traditional, complex formats.

Building Trust Beyond the Game

Perhaps the most significant differentiator for PrizePicks is its demonstrated commitment to responsible gaming, a pillar that provides substance to its fan-first claims. In March 2025, the company made industry waves by becoming the first and only fantasy sports operator to achieve iCAP accreditation from the National Council on Problem Gambling (NCPG).

The Internet Compliance Assessment Program (iCAP) is a rigorous, independent review of an operator's responsible gaming policies and practices. The certification process scrutinizes everything from staff training and consumer protection measures to the availability of responsible gaming tools and overall regulatory compliance. Achieving this accreditation signals that a company's player safety protocols meet a standard that often exceeds state-mandated requirements, offering a higher level of assurance to consumers and regulators.

This achievement provides a powerful counter-narrative to an industry frequently criticized for prioritizing growth over player welfare. While competitors also have responsible gaming initiatives, PrizePicks' exclusive iCAP certification serves as a verifiable, third-party endorsement of its commitment. This focus on building trust is a long-term strategy that complements the immediate appeal of its new ad campaign. It suggests the company is building its brand not just on entertaining ads and a simple product, but on a foundation of integrity and user safety.

As the company continues to expand its footprint, which now covers more than 45 jurisdictions, this multi-pronged approach—combining witty, self-aware marketing with a user-centric product and a verifiable commitment to responsible gaming—positions PrizePicks to stand out in a crowded and competitive field. By tackling ad fatigue head-on, the Atlanta-based operator is making a calculated bet that in the modern sports entertainment landscape, the most effective message is one of transparency, simplicity, and trust.