After several months of operating as PointsBet, A Fanatics Experience, the merchandising and apparel brand said it will soon switch over to Fanatics Sportsbook in New Jersey.
A spokesperson said the company is targeting the week of April 29 to complete the migration to the Fanatics-only brand, which will be attached to both of its iGaming brands within the NJ online casino industry and NJ sports betting.
Fanatics NJ looks to establish footing in competitive online gambling industry
Fanatics operates its NJ online sportsbook using the sports wagering license of Meadowlands Racetrack in East Rutherford. The Fanatics Casino NJ product uses Bally’s Atlantic City’s gaming license.
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 NJ in September.
Despite being a relatively late entrant into the online gambling arena, Fanatics has managed to expand upon PointsBet’s meager market share.
Later this month, NJ gaming regulators will release, for the first time, individual online operator statistics with monthly financial data. It will provide the clearest picture, to date, of how internet-first gambling companies are faring in the country’s most mature digital market.
Fanatics brand expanding nationally after PointsBet takeover
The brand does not yet have the same cache among digital gamblers as FanDuel and DraftKings, but it carries comparable brand recognition because of its licensing and apparel business.
Thanks to the success of its sports merchandising empire, Fanatics also has the financial resources to compete with the bigger brands in the online gambling space.
Fanatics Sportsbook is currently available in 19 other jurisdictions, including in nearby New York. The Fanatics online casino, meanwhile, operates in three other states:
- Michigan
- Pennsylvania
- West Virginia
