Fanatics Eyes Online Casino Launch by Year’s End

Article by : Erik Gibbs Sep 20, 2023

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The Fanatics Sportsbook app debuted on March 2 in Tennessee and expanded to three more states. The app is now available and live in Ohio, Massachusetts and Maryland, coinciding with the beginning of the NFL season.

None of these four states have legalized online casinos, so there isn’t a pressing urgency to launch Fanatics Casino just yet.

Nevertheless, Fanatics views casinos as a top priority, aiming to introduce them in select legal online casino states by the end of 2023, according to Ari Borod, Chief Business Officer of Fanatics Betting & Gaming.

Borod shared these insights in a recent episode of the Gamble On podcast. Borod expressed a timeline goal, aiming to have the iCasino product operational by the end of the year. However, if they believe it needs to meet their standards by then, they are prepared to launch it at the beginning of the following year.

Fanatics maintains a similar dedication to enhancing the casino product as they do for their sports offerings.

When Fanatics launched its mobile sportsbook, it took a meticulous approach, conducting beta testing with limited customer availability for an extended period before a full launch.

Therefore, it’s reasonable to assume a similar approach, including beta testing, will be adopted when Fanatics decides to roll out its casino app.

The company’s founder, Michael Rubin, established Fanatics as a sports apparel and merchandise retailer long before entering the gambling industry.

As a result, even though online casinos offer more significant revenue potential than sports betting in applicable states, Fanatics’ sports-centric background has influenced its priorities thus far.

Borod clarified that Fanatics primarily operates in the sports sector and initially focuses on that aspect. However, considering their position as a gaming company, iCasino presents a lucrative opportunity in the long run.

They want to retain customers interested in playing online blackjack on their mobile devices, ensuring they stay connected with Fanatics rather than turning to competitors. Thus, including iCasino in their strategy is crucial to their approach.

In the spring, Fanatics acquired the US assets of the Australian-based operator PointsBet, and it has been gradually rebranding on the sportsbook side since then.

Only six states have introduced regulated casinos in the decade since it became an option, and PointsBet Casino operates in four of them. These are New Jersey, Pennsylvania, Michigan and West Virginia.

The licensing transfer procedures vary from state to state, but Fanatics should be well-positioned to offer casino services in all these states over the coming months.

However, as Borod emphasized, the product will not be rushed to market to deliver a superior casino experience rather than just being the first to launch. He also expressed the need for innovation in the casino sector, highlighting Fanatics’ efforts to achieve this.