Fanatics’ US Expansion Before NFL Season Doesn’t Include Michigan

Written By Drew Ellis on September 1, 2023 - Last Updated on September 6, 2023
Fanatics

Fanatics Betting and Gaming is expanding further into the United States in the next week. However, Michigan will not be part of that expansion.

As the sports memorabilia brand begins to put its imprint on PointsBet in seven states, here’s what we know about its eventual entrance into Michigan.

Fanatics expanding into seven states

On Thursday, Fanatics announced that it will be live in 11 legal US markets by the start of the NFL season on Sept. 7.

Fanatics Sportsbook has already been live in Maryland, Massachusetts, Ohio and Tennessee.

Seven other states will rebrand from PointsBet to “PointsBet, a Fanatics experience” over the next week. Fanatics is continuing efforts to earn regulatory approval in these states and will be settling for the makeshift name in the meantime until it can fully close each state.

  • Colorado
  • Iowa
  • Kansas
  • New Jersey
  • Pennsylvania
  • Virginia
  • West Virginia

Michigan to remain PointsBet for the time being

Michigan joins the likes of Illinois, Indiana, Louisiana, New York and Ohio as remaining as just PointsBet Sportsbook in the state. That will also apply in Michigan for PointsBet Casino.

There has been no update for a timeline for Fanatics to go live in Michigan.

The Michigan Gaming Control Board responded to our inquiry, stating that “Like any other online operating entity, Fanatics will need to ensure their proposed branding meets our established branding and branding-related requirements, as specified under Section 4(7) of Michigan’s Lawful Internet Gaming Act and Lawful Sports Betting Act (page 4 of each one).”

That reads:

(7) An internet gaming operator may offer internet gaming under a maximum of 2 separate brands, 1 for each of interactive poker and other casino style games. This subsection does not prohibit an internet gaming operator from using fewer than 2 brands or from using a single brand to offer any combination of interactive poker or other casino style games. Only an internet gaming operator or its internet gaming platform providers may process, accept, or solicit internet wagers under this act. All websites and corresponding applications used to offer internet gaming must clearly display the brand of the internet gaming operator or its affiliate. The internet gaming operator may also elect, in its sole discretion, to have the brand of each internet gaming platform that it utilizes be the name and logos or no more than 1 internet gaming platform provider if the internet gaming platform also clearly displays the internet gaming operator’s own trademarks and logos or those of an affiliate. The internet gaming operator is responsible for the conduct of its internet gaming platform provider.

As part of the acquisition of PointsBet’s US assets, Fanatics will ultimately have access to four states with online casinos.

Fanatics stated on its website earlier this summer its intentions to launch their online casino platform in 2023.

“Fanatics Betting & Gaming is building an online and retail sports betting and online casino real-money wagering platform. Fanatics Betting & Gaming launched its first retail sportsbook in Maryland in January 2023, and in May 2023 launched the beta version of its mobile sportsbook in both Tennessee and Ohio. Fanatics intends to launch and operate its sportsbook and iGaming platform in additional states in 2023.”

PointsBet Casino among 2023’s top revenue growers

PointsBet Casino may be at the bottom of Michigan’s all-time online casino revenue list. However, it is having a great 2023 in its efforts to get out of the basement.

Of all 15 Michigan online casino operators, PointsBet has seen the second-greatest revenue percentage increase for 2023.

Through seven months of this year, PointsBet is up 101.6% in revenue compared to the first seven months of 2022. That increase has brought in $4.9 million more in revenue this year.

With Fanatics Betting and Gaming opting to use some of PointsBet’s tech platform to get its own brand off the floor, these increases in revenue are a positive sign.

This year has shown that Fanatics can find success in Michigan’s iGaming market if it puts in a concentrated marketing effort and utilizes an effective platform.

Photo by Jeff Chiu / AP Photo
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Drew Ellis

Drew Ellis is currently the Lead Writer of PlayILottery.com. He was the former Lead Writer of PlayMichigan, the No. 1 source for online gambling news in Michigan. A lifelong resident of the state, Ellis has been working in various forms of media since 1998, including more than a decade in the sports betting industry prior to transitioning into US casino markets in 2020.

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