Fanatics is set to launch a dedicated online casino app and browser platform this Friday, available in Michigan, Pennsylvania, New Jersey, and West Virginia. Previously, its casino offerings were integrated within the same app as its sportsbook.

Conor Grant, President of Fanatics Betting and Gaming, explained that the new casino platform will target a different demographic—primarily women in their late 30s to 40s—unlike the sportsbook, which mainly attracts men in their mid to late 30s.

So far, the company's casino marketing has mostly focused on converting existing sports bettors, who typically favor table games over slots.

“So far, the company's casino marketing has mostly focused on converting existing sports bettors, who typically favor table games over slots.”

Fanatics intends to leverage its existing user base to promote the new casino app, complemented by a mix of TV, audio, and digital advertising campaigns. A major element of its strategy will be the Fanatics loyalty program, where players can earn FanCash for placing real-money bets. These rewards can be redeemed for bonus wagers or merchandise through the main Fanatics website.

Unlike many competitors who combine sports betting and casino games in a single platform, Fanatics is taking a different route by keeping the two services separate. The goal is to position the casino as a top destination specifically for slot enthusiasts and U.S.-based casino players.