Fanatics Betting and Gaming, the betting division of the digital sport and e-commerce platform, has launched its online sportsbook in four US states as it looks to muscle in on the crowded US sports betting market.

The Fanatics Sportsbook is now available to download on iOS and Android in Maryland, Massachusetts, Ohio, and Tennessee after six months of beta testing. It features moneyline bets, spread bets, over-unders, player props, live in-game bets, and same-game parlays, as well as live scores, and lines and odds for teams and athletes.

Scot McLintic, Fanatic’s chief product officer, said: “We are laser-focused on solving pain points facing customers by offering a faster, easier, and more rewarding sports betting experience.

“The strategic patience to build a product for the long-term has given us an opportunity to redefine a customer’s expectation of what a sportsbook should be.

“With the Fanatics Sportsbook product foundation built and wholly owned, customers should expect unparalleled speed of feature improvement, delivery, and innovation.”

The launch comes after shareholders of Australian-based gaming operator PointsBet approved the sale of the company’s US assets to Fanatics Betting and Gaming in a $225 million deal in June, giving it access to additional states.

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PointsBet uses Banach Technology as its platform, which Fanatic said it will integrate into its sportsbooks to “supercharge” its sports betting engine to offer betting opportunities on both professional and college football, basketball, hockey, and baseball, as well as golf, tennis, motorsports, boxing, mixed martial arts, and soccer.

It also comes after Fanatics opened its first physical retail sportsbook operation at FedExField, the home venue of American football's Washington Commanders, in Maryland.

Fanatics enters a crowded US sports betting market with FanDuel, DraftKings, and BetMGM becoming industry leaders in most states. However, it is looking to capitalize on its other divisions to lure punters to use its sportsbooks.

The app's loyalty program will reward fans with “experiences money can’t buy.” It will also have a currency called FanCash that can be converted dollar-to-dollar to purchase sports team merchandise on Fanatic’s website.

Customers will in addition have access to gaming tools where customers can analyze and manage their time, money, and play patterns.

Fanatics said its aim is to build “a one-of-a-kind sports ecosystem where sports fans can go to one location and buy team merchandise, find collectibles, and place a wager on their favorite teams.”

The launch comes amid a legal dispute between the company and trading card platform Panini over allegations Fanatics has attempted to monopolize the trading card market after entering the second two years ago by securing long-term, exclusive licensing deals with the league, effectively locking Panini out of the market.

The issue was escalated last week with Fanatics striking back with a countersuit alleging businesses that have left Panini in favor of the e-commerce giant have done so due to its incompetency.

Panini’s deals with the unions of basketball’s NBA and American football’s NFL expire in 2025 and 2026, respectively. Fanatics is set to take over with a 20-year deal with the NFLPA starting in 2026 and will also become the exclusive licensee of NBA cards through a deal with the NBA and its players’ union, the NBAPA, in the same year.