Fanatics, the sports apparel and merchandising giant, has completed its digital gambling transformation in New Jersey. Its branded online sportsbook and casino are now live in the Garden State, officially ushering in the Fanatics era to the NJ online casino and NJ sports betting industries.
After months of operating as Fanatics, A Pointsbet Experience, Fanatics Sportsbook NJ is available as of Wednesday, according to a company press release.
Along with the debut of the sportsbook, Fanatics Online Casino will launch as an embedded option in the app. The app can be downloaded on iOS and Android devices.
Fanatics debuts mobile sportsbook, online casino in NJ
Fanatics operates its online sportsbook using the sports wagering license of Meadowlands Racetrack in East Rutherford. Meanwhile, Fanatics Online Casino NJ uses Bally’s Atlantic City’s gaming license.
New Jersey PointsBet customers’ username, password, account balance, rewards points and responsible gaming settings will automatically migrate to the Fanatics Sportsbook.
According to the press release, New Jersey is the final state to complete the PointBet acquisition. New Jersey is the 20th state to feature Fanatics Sportsbook and the fourth state with Fanatics Online Casino.
Despite being a relatively late entrant into the online gambling arena, Fanatics has managed to show growth. Through the first quarter of 2024, Fanatics (operating as Fanatics, A PointsBet Experience) has generated $55.6 million from sports betting and $3.2 million from internet gambling.
Background on Fanatics, which looks to follow path of DraftKings, FanDuel
Fanatics Betting & Gaming, the gambling division of Fanatics Holdings Inc., was created in 2021. Fanatics purchased PointsBet’s US online gambling assets in 2023 for $225 million, earning near-instant market access to lucrative jurisdictions, such as New Jersey and New York.
The PointsBet platform began taking on the Fanatics name in fall 2023, becoming “Fanatics, A PointsBet Experience.” And while Fanatics remains closely associated with sports, company executives reiterated that online casino gambling “will definitely be part of our long-term strategy, just like it is for FanDuel and DraftKings.”
Many consider Fanatics as a “dark horse” to disrupt the current market hierarchy. Its considerable financial resources and extensive database of sports fans give the company a distinct advantage.
