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Fanatics to Miss Initial Massachusetts Launch of Mobile Sports Betting

Flores Brian

Updated on February 23, 2023 at 10:03 AM EST • Read time: 2 minutes and 34 seconds. Links to Twitter and Google News.

Jayson Tatum of the Boston Celtics takes a shot against Kevon Looney of the Golden State Warriors at TD Garden on Jan. 19, 2023 in Boston, Massachusetts.
Jayson Tatum of the Boston Celtics takes a shot against Kevon Looney of the Golden State Warriors at TD Garden on Jan. 19, 2023 in Boston, Massachusetts. Photo by Maddie Meyer/Getty Images via AFP.

Almost twelve mobile sportsbooks in Massachusetts have received approval to operate when the online sports betting market launches in time for March Madness, however, one significant entry will not be prepared for the launch day.

Last week, a representative from Fanatics Underscoreg confirmed that their mobile sportsbook will not be going live on March 10 as previously planned. Despite Fanatics CEO of Betting and Gaming, Matt King, aiming for an “early March” launch during a meeting with the Massachusetts Gaming Commission in January, it seems that the company will not meet this target date.

Once the Fanatics app goes live, it will be connected to Plainridge Park Casino as one of the 11 digital licenses granted by the MGC for online sports betting in Massachusetts. Barstool is also linked to Plainridge Park.

Fanatics had to wait patiently for the MGC to finally grant them a mobile wagering license. During the initial hearings, Fanatics outlined plans to market its new legal gaming products to its existing merchandise customers, utilizing the extensive database already in possession from its sports-merchandise business.

Massachusetts gaming regulators initially had concerns about the plan due to responsible gaming issues, particularly regarding marketing to customers under 21. However, Fanatics addressed these concerns and ultimately met the necessary criteria, leading the MGC to approve their Category 2 online sportsbook license extension.

Betway also behind the competition.

Other mobile sports betting sites, in addition to Fanatics, will also miss the March 10 launch date.

In January, Betway announced that it would not be able to launch alongside the other Massachusetts sports betting sites when the online marketplace goes live. This was due to Betway being acquired by Super Group, a deal that was finalized on January 3. Because Super Group was not included in Betway’s initial licensing application in Massachusetts, this delayed their readiness to participate in the launch.

The approval process will be delayed as Super Group and its ownership are now required to undergo reviews by the MGC before Betway can launch. Betway, along with FanDuel, DraftKings, Betr, Bally Bet, and PointsBet, is one of the few MA online sportsbooks granted an untethered license to operate in the state.

Caesars, BetMGM, and WynnBet have also been granted tethered licenses, with their retail sites – MGM Springfield (BetMGM) and Encore Boston Harbor (Caesars and WynnBet) – kicking off retail sports betting in Massachusetts on Jan. 31. There could be a total of 15 digital platforms in the MA online sports betting market, but the last 4 licenses are still available.

Fanatics’ foray into sports betting

Fanatics is proud of its thriving merchandise business, which includes a large customer database as previously mentioned.

Chairman Michael Rubin believes that this could propel the brand to become a dominant force in the US sports betting industry. Rubin has confidently stated that Fanatics has the potential to be the top player globally in the sports betting sector within the next ten years.

During the recent MGC hearings, CEO Matt King announced that although the Fanatics online sports betting product has not launched yet, the company aims to be operational in all legal US markets by September. Presently, Fanatics holds sports betting licenses in Massachusetts, Ohio, and Maryland.

Amelco, a platform provider for the sports betting industry based in the UK, is set to support the Fanatics mobile sportsbook app. They are currently working with several operators in the Ohio sports betting market. In a groundbreaking move, Fanatics entered the Maryland sports betting market by opening the first-ever retail sportsbook inside an NFL stadium, the Fanatics Underscoreg at FedEx Field, in January.

While Fanatics has the intention and is making moves to launch a mobile sportsbook, the question remains whether it will be able to compete with the top sportsbooks already established in the market.

Written By:
Flores Brian
Grant is a former junior B ice hockey player, and a current believer that the Washington Capitals’ aging core still has another Cup run left in the tank. Grant’s owned and operated his own marketing agency since shortly after graduating from Virginia Tech in 2014. He pursued the profession because he figured it’d be a great way to get paid to do something he loves to do, write. After years of hammering puck lines and leading his fantasy football league as Commissioner, Grant started writing about sports betting and the casino gaming industry in 2021 and hasn’t looked back.