PointsBet Rebranding is Officially Underway

Earlier this week, it was announced that PointsBet, a U.S. online gambling operator, would be getting a "facelift" of sorts. The facelift will focus on the rebranding of the platform and an expansion into more U.S. states.

Members of the U.S. online gambling community will remember that the U.S. assets of the Australi-based PointsBet were purchased earlier this summer by Fanatics Holdings for a purchase price of $225 million. The assets were immediately placed under the umbrella of the Fanatics Betting and Gaming subsidiary, which is run by CEO Matt King.

As part of the purchase, Fanatics picked up sports betting licenses in six (6) states, including Illinois, Indiana, Louisiana, Michigan, New York, and Ohio. They also picked up online casino licenses in three (3) U.S. states, including Michigan, New Jersey, Pennsylvania, and West Virginia.

At the time of the purchase, King made clear that Fanatics Betting and Gaming would be rebranding its existing sports and casino betting platforms under the new brand "PointsBet - A Fanatics Experience." It is the same brand that is intended to be offered in the following eight (8), pending regulatory licensing approval:

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

The Rebranding Effort is Officially Underway

According to King, the company wanted to start rolling out the rebranded sports betting platform by the start of the NFL regular season. That falls on September 7, 2023, when the Houston Texans will be taking on the Super Bowl champ Kansas City Chiefs. The roll-out is officially underway as promised.

According to a Fanatics Betting and Gaming representative in a press release:

"As each state closes and officially becomes part of Fanatics Betting and Gaming, customers in such states will see PointsBet rebranded to ‘PointsBet, a Fanatics Experience,’ with additional state closings to continue throughout the year."

Effective immediately, online casino players will have access to the rebranded online casino platform in New Jersey, Pennsylvania, and West Virginia. As many as 11 states could be getting access to the rebranded sports betting platform in the coming days. All that's required for a green light is final regulatory approval under the new brand. Access to the old platform will remain in place for the time being in Illinois, Indiana, Louisiana, Michigan, New York, and Ohio.

It is worth noting that the new PointsBet Casino, a Fanatics Experience casino platform, will include an updated Fanatics Cash-back rewards program. The program will offer rebates and other benefits based on points earned via certain betting activities.

Part of the Plan

According to King, the ongoing rebranding and expansion is part of a 1-year plan that has been instituted. As a sports merchandise retailer, Fanatics is looking to create an exciting experience for sports fans. The experience is designed with a focus on the customer instead of the requisite focus on securing market share. They will be looking for every opportunity to combine sports and casino betting with ample opportunities to purchase sports-branded merchandise.