Fanatics Unifies Sports Betting, Casino and Prediction Markets in New All-in-One App
- ACN Staff
- 2 days ago
- 4 min read
Fanatics is bringing sports betting, online casino gaming and prediction markets together in a single mobile platform as competition intensifies around the emerging “super app” model.
The company launched Fanatics Sports & Casino on September 2, giving customers one app and account through which they can access the Fanatics products available in their jurisdiction. The rollout comes as established sportsbooks increasingly look to prediction markets as another way to attract and retain users.
The new platform combines Fanatics Sportsbook, Fanatics Casino and Fanatics Markets, with the app automatically adjusting which products customers can access based on their location and applicable laws. (Source: GlobeNewswire)
The launch also gives Fanatics a more unified approach to its loyalty program, with bets, casino play and prediction-market trades contributing to the same FanCash ecosystem.
Location determines which Fanatics products are available
Although the new app puts the company's products in one interface, customers will not necessarily have access to every service. Fanatics Sportsbook is available in multiple US jurisdictions, while Fanatics Casino currently operates in a smaller group of states. Fanatics Markets, meanwhile, operates as a federally regulated event-contract platform and is available in jurisdictions where its other wagering products may not be offered. (Source: Casino.org)
This makes the location-based design particularly important. Rather than presenting every product as universally available, Fanatics said the app changes what users can access according to where they are and what is legally permitted there. (Source: Axios)
Existing customers can move to the new experience through an app update, with their account information, funds, FanCash and Fanatics One loyalty status carrying over. Fanatics will also continue to operate standalone Markets and Casino applications alongside the unified platform.
Prediction markets are helping reshape sportsbook strategies
The move comes as prediction markets become an increasingly important part of the US wagering landscape. For Fanatics, the decision to combine its products was partly driven by users opening the sportsbook application in states where sports betting was unavailable. CEO Matt King told Axios that tens of thousands of customers were doing so each week, creating an opportunity to offer those users another product within the Fanatics ecosystem. Fanatics Markets launched in late 2025 and has since expanded into multiple jurisdictions. The company has not disclosed trading volume, although King described growth in the prediction-market business as significant.
The strategy places Fanatics alongside other major wagering companies experimenting with similar approaches. DraftKings has also moved toward a broader “super app” model, bringing different betting and gaming products into a more unified customer experience. The competitive pressure is not coming solely from traditional sportsbooks. Prediction-market specialists such as Kalshi and Polymarket have increased competition for users interested in event-based trading, encouraging established betting operators to reduce friction between their different products.
FanCash becomes a central part of the strategy
Fanatics is also using its broader sports-commerce ecosystem as a differentiator. Customers can earn FanCash from eligible betting, prediction-market and casino activity and use the rewards across the company's wider ecosystem, including merchandise, tickets and collectibles. That creates a connection between wagering activity and Fanatics' existing sports retail and loyalty businesses that traditional sportsbooks may not be able to replicate as directly. Fanatics told Axios that it expects to issue more than $1 billion in FanCash during 2026, while noting that customers are increasingly using the rewards across different parts of its business.
The company is also preparing to expand the ecosystem further. Fanatics plans to introduce a credit card this fall that will provide additional ways for customers to earn FanCash, while more prediction-market features and products are expected ahead of the football season.
A broader shift toward the iGaming super app
Fanatics' launch reflects a broader change in how major wagering operators are approaching their digital platforms. Instead of treating sports betting, casino gaming and prediction markets as separate destinations, operators are increasingly attempting to keep customers inside one ecosystem. A unified account can reduce the friction involved in moving between products while allowing companies to connect loyalty programs, balances and customer engagement across multiple verticals.
For Fanatics, that strategy is particularly relevant because the company is competing from a position behind the two largest US online sportsbook brands. Axios reported that Fanatics held a 9% share of online sports betting handle across 15 tracked US states during the first quarter, placing it behind DraftKings and FanDuel.
The company is therefore using more than sportsbook market share to compete. Its sports merchandise business, Fanatics One loyalty program, FanCash and prediction-market expansion give it several ways to keep customers within the same ecosystem.
What Fanatics' unified app could mean for the market
The launch signals that the competition between US wagering operators is increasingly extending beyond traditional sportsbook features. As prediction markets continue to expand and state-by-state rules create different product availability, having a single app capable of adapting to local regulations could become an increasingly valuable strategy. For Fanatics, the next test will be whether combining its products can translate its large sports-focused customer base into sustained engagement across betting, casino gaming and event contracts.
The company's planned expansion of prediction-market features and its upcoming credit card could provide the next indications of how far the Fanatics ecosystem can extend beyond sports betting.
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Sources
Fanatics announcement via GlobeNewswire: Primary company announcement on the launch of Fanatics Sports & Casino.
Axios report: Interview with Fanatics Betting and Gaming CEO Matt King and additional market context.
Deadspin: Additional coverage of the unified platform and its product integration.
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