It’s not quite a Fanatics launch, but Michigan is now having A Fanatics Experience.
On Sept. 1, Fanatics announced it would be branding PointsBet to “PointsBet, a Fanatics Experience” in seven states prior to the start of the NFL season.
Michigan was not part of those seven states. However, as of Monday, you can find that same branding on PointsBet Sportsbook MI and PointsBet Casino MI.
Fanatics working toward regulation in Michigan
Dating back to this summer, Fanatics purchased the US assets of PointsBet with the hopes of making a big splash in the online gambling industry to cap off 2023.
Already with four states running a fully-branded Fanatics online casino and sportsbook, Fanatics is awaiting full regulation in over a dozen other states.
When it came to the Sept. 1 rebranding in seven states to PointsBet, a Fanatics Experience, the Michigan Gaming Control Board responded with the following when asked why Michigan wasn’t included at the time:
“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).”
For clarity, that section reads as following:
(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.
You can now find that new branding on PointsBet Casino MI and PointsBet Sportsbook MI. Fanatics stated that the makeshift branding in other states was due to its continued effort to earn regulatory approval in those respective states while still be able to move forward with the name change.
Northern Waters Casino Resort still has PointsBet listed as its authorized online gaming provider in Michigan.
The most updated vendor and supplier license list from the MGCB also doesn’t include Fanatics.
Fanatics eager to get into online casino industry
While the sports memorabilia company will have a strong footprint in the online sports betting industry, getting into the Michigan online casino industry will be a nice boost.
PointsBet Casino MI is seeing rapid growth in 2023 for its iGaming product. Through seven months of 2023, it has increased revenue 101.6% compared to the first seven months of 2022.
That increase has led to $4.9 million more in revenue.
While PointsBet still sits near the bottom of the online casino market in Michigan, Fanatics can see that it can grow profits if it puts a continue focus on the iGaming product.
With the latest development of Fanatics appearing on the PointsBet logo, it shouldn’t be too long before Fanatics Casino MI debuts here in the state.