Fanatics closes on PointsBet sale and sportsbook rebranding is underway

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Effective today, the deal between PointsBet and Fanatics Betting and Gaming is closed and the transition from PointsBet to Fanatics Sportsbook is underway.

That transition is not exactly as cut and dry as a quick rebrand though. Instead, there are actually three different products in play, depending on what state users are in.

Here’s the easy part: The four states where Fanatics has launched on its platform (Ohio, Massachusetts, Tennessee, and Maryland) will remain the same.

However, in Maryland, where PointsBet also has an operational sportsbook, is where things start to get a little complicated. Maryland is one of eight states where the PointsBet Sportsbook product will essentially be reskinned and rebranded to “PointsBet, a Fanatics Experience“. It will remain on the PointsBet platform.

The other states featuring the PointsBet, a Fanatics Experience product are:

  • Colorado
  • Iowa
  • Kansas
  • New Jersey
  • Pennsylvania
  • Virginia
  • West Virginia

In Maryland, both Fanatics Sportsbook and PointsBet, a Fanatics Experience will remain live as of now.

In New Jersey, West Virginia, and Pennsylvania, where PointsBet Casino is live and operational, that brand will remain PointsBet Casino.

The release did note that Fanatics will incorporate the PointsBet Casino tech as well as Banach Technology’s risk management platform into its Amelco-powered product in the future.

“We are excited about what we are building at Fanatics Betting and Gaming and this acquisition accelerates our plans,” said Matt King, CEO of Fanatics Betting and Gaming. “We have a ten-year plan that focuses on the customer and not market share.  We are going to acquire customers efficiently, allowing us to return savings to customers by investing in the customer experience at Fanatics Sportsbook and PointsBet, a Fanatics Experience.” 

Meanwhile, there are six states that will remain purely PointsBet Sportsbook for now. Those states are:

  • Indiana
  • Illinois
  • Louisiana
  • Michigan
  • New York
  • Ohio

Those will eventually switch over to the Fanatics umbrella. In some states, like New York, there are still procedural steps to take with regulators before the switch can occur.

Another part of PointsBet that is sticking around is CEO of PointsBet US Johnny Aitken, who will remain in his role.