Fanatics gearing up to launch sportsbook app in Ohio and Tennessee
E-commerce giant plans to debut long-anticipated gambling product on May 1
Fanatics is set to make its long-anticipated debut into the online sports betting market.
The sports-merchandise giant is planning to launch its sports betting app in Ohio and Tennessee on May 1, according to a report in the Wall Street Journal.
Once live, Fanatics, which spent time beta-testing the app in both states this month, will be able to officially begin leveraging part of its existing database of 95 million customers. Fanatics’ goal, as detailed by CEO Michael Rubin, is to create the first true integrated platform for sports apparel, memorabilia, collectibles, and betting.
“There’s not another company thinking about how do you give hundreds of millions – or maybe even long-term billions – of sports fans one place to do everything they want to do digitally,” Rubin told the newspaper.
“That’s going to be buying merchandise, buying and trading collectibles, and betting on sports. Over time, watching live sports, maybe getting tickets from our place.”
Ohio and Tennessee will mark the first steps in Rubin’s stated quest to make Fanatics the number one sports betting operator in the US, with the firm intending to stage additional launches in Massachusetts and Maryland by June as part of its goal to be live in a dozen states by football season.
Early returns on the Fanatics app have been positive, as beta-testers have reported a clean app with strong UX and UI. Unique features include a ‘discovery feed’ that is meant to elevate and present relevant wagers to users based on their sport and team preferences, as well as a tracker that chronicles the progress of a withdrawal request.
Fanatics is also developing a loyalty program called FanCash that will enable users to accrue rewards dollars – in the form of up to 5% back on each bet placed – that can be put toward merchandise or bonus bets.
Rubin has assembled an all-star cast of executives to lead his sports betting vertical, headlined by former FanDuel CEO Matt King, who now occupies the same role for Fanatics Betting & Gaming.