Reap the rewards: how Fanatics' ecosystem drives customer stickiness

Sports merchandiser Fanatics’ decision to branch out into online gambling paved the way for one of the most anticipated launches to date. Having rolled out Fanatics Sportsbook and snapped up PointsBet US to accelerate its plans, Fanatics Betting and Gaming CEO Matt King insists the group holds a winning hand with its in-house product, unique loyalty programme and sports "ecosystem"