Fanatics Sportsbook Launches Beta Betting in Massachusetts

As a later entrant into the online sports betting game, Fanatics has a swag-based strategy to help it stand out.

Last Updated: May 26, 2023 11:00 AM ET Read Time: 2 min
Fanatics sportsbook
Photo By - USA TODAY Sports

Bay Staters now have access to another sports betting app, but only if they previously bought a hat or jersey from the bookmaker’s merchandise-selling sister company.

As of Thursday, Fanatics Sportsbook is live in Massachusetts, the operator’s third state for mobile wagering after Ohio and Tennessee.

However, the bookmaker’s betting markets are available on an invite-only basis for now, and those invites are only being sent to customers of the other Fanatics businesses, namely, its massive merchandise operation. 

“Beginning today, Fanatics customers in Massachusetts will be contacted by Fanatics Betting and Gaming to join the extended beta testing program for the Fanatics Sportsbook,” a press release said. “Eligible customers will receive a code to gain access to the Fanatics Sportsbook and non-Fanatics customers can download the app on iOS and Android to join the waiting list.” 

The swag strategy

The Massachusetts Gaming Commission (MGC) unanimously voted in favor of awarding an operations certificate to a company connected to Fanatics Sportsbook last week, which put the operator on the verge of launching mobile wagering in the commonwealth. There are now eight mobile operators offering Massachusetts sports betting.

Fanatics is offering legal sports betting in Maryland (at a retail sportsbook), Ohio, and Tennessee. It is now taking action in Massachusetts, and its recently announced plans to acquire the U.S. operations of PointsBet will offer access to other states, such as New York.

As a later entrant into the online sports betting game, Fanatics has a different strategy to help it stand out. The bookmaker plans to use its vast customer database for sports merchandise, offering reward points that users can cash in for various kinds of swag. Fanatics is also offering $200 in bonus bets for new users after they place a wager of $5 or more. 

“Welcome to a more rewarding sportsbook,” Thursday’s release said. “Bet on the sports you love and earn fan rewards you can't get anywhere else. New customers can expect fast signup, easy betting and a curated Discover page with the content and bets that matter to you.”  

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