FanDuel advertising will appear on screen whenever there’s a home run at a New York Yankees game, with lines from Mischief based on which team hit it. The goal is to help FanDuel stand out from other casinos.

“The category is sort of littered with celebrities yelling at you against a green screen and big flashing graphics talking about the different bets you can make,” Mulroy said. “This is a more insight-driven approach to advertising that connects with the people who are actually playing and is just a sharper way to cut through some of the messaging that’s out there.”