Sportsbook operator Fanatics expands its reach; examining locations offering available licensing
Fanatics Sportsbook, a new entrant in the sports betting industry, is expanding its beta testing in Ohio and Tennessee, with plans to go live in about a dozen states before the start of the NFL season.
Initially, the platform was beta-tested in Tennessee and Ohio this year. As part of the second phase, existing Fanatics customers are being offered the opportunity to participate in the sports betting platform. According to a company spokesperson, this gradual approach allows for addressing technical issues and gathering customer feedback before a full-scale launch.
Existing Fanatics customers in Ohio and Tennessee have started receiving email codes to access the platform, although not all customers have received these codes. Further access may also be granted via other channels, such as purchasing merchandise online or through affiliated properties like Sports Handle, US Bets, and Action Network.
Following the success in these initial states, Fanatics Sportsbook plans to extend its services to Maryland and Massachusetts in the coming months. However, the exact number of states set to go live by the end of the year remains somewhat fluid, with Fanatics CEO Michael Rubin initially suggesting a potential count of up to 20states, but later revised to 12.
The expansion of Fanatics Sportsbook is facilitated by recent developments in online sports betting legislation, paving the way for new operators like Fanatics. Currently, licenses are still available in 19 states, providing potential opportunities for growth beyond the initial four.
The remaining challenge for Fanatics Sportsbook is to maintain a clear message and avoid confusion among customers, as it is the first non-sports betting entity to venture into the space. The ultimate goal is to create a seamless platform that offers fans a one-stop-shop for purchasing merchandise, trading cards, and placing sports wagers without the need to navigate multiple sites.
In addition, Fanatics Sportsbook features a "FanCash" system, which allows customers to earn points or virtual currency that can be redeemed for merchandise. With cutting-edge technology underpinning this unique sports betting experience, Fanatics could well establish a new standard for other tech giants to emulate.
[1] The exact number of additional states targeted for launch by the end of 2023 is not specified in the available information. By early 2025, Fanatics Sportsbook is expected to be live in 22 states and the District of Columbia.
[2] By November 2023, Fanatics Sportsbook had already launched in six states, including West Virginia, which was the sixth state for the platform.
[1] By early 2025, Fanatics Sportsbook aims to expand its presence to 22 states and the District of Columbia, with its initial launch planned in about a dozen states before the start of the NFL season.
[2] West Virginia became the sixth state where Fanatics Sportsbook launched by November 2023, marking its progress in the sports betting industry.
