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Fanatics has officially launched its sportsbook in New York as it continues a state-by-state rebrand of the operations it acquired from PointsBet.

In August last year, Fanatics Betting & Gaming began its acquisition of PointsBet’s US operations, with a view to migrating PointsBet customers onto the Fanatics Sportsbook app.

Following its launch in New York today (29 February), the accounts of PointsBet customers in the state will be automatically migrated onto the app.

“Our engineers, data analysts and product teams have migrated three states in seven days….Welcome to New York,” said the operator in a statement.

“It was fun launching New York on Leap Day…29th. We will be taking a break till North Carolina launches in March.”

Fanatics Sportsbook launched in Michigan last week, and went live in Indiana yesterday (28 February) before its New York debut today.

The quick succession of launches means the brand is now live in 15 states, with North Carolina expected to follow on 11 March.

After North Carolina, the brand is expected to launch in Wyoming, Kansas, New Jersey and Louisiana, but the specific timelines on those launches are not yet clear.

Previous state launches saw Fanatics lean on its core sports merchandise business to help drive customer acquisition on its sportsbook.

In September, the brand launched a sign-up offer promising to provide new customers with a team jersey of their choice for signing up and placing a bet.

New player in the Empire State

Fanatics marks the first new betting brand to come to New York since Bally Bet became the market’s ninth licensee in July 2022.

Bally Bet subsequently withdrew from the state in 2023, as extremely high levels of competition and a uniquely high 51% tax rate on betting operators made its presence there untenable.

Fanatics’ interest in betting in the Empire State has been known since 2021, when it was reported that founder Michael Rubin had applied for a licence in New York to form the Fanatics Sportsbook alongside rapper Jay-Z.

That licence application, filed before the market launched in January 2022, was ultimately rejected by the New York State Gaming Commission (NYSGC), whereas PointsBet did go on to become one of the state’s first nine licensees.

Following Fanatics’ acquisition of PointsBet, the NYSGC approved the firm to take over the licence in October this year.

In January, operators in New York state generated a record $211.5m in GGR.

Earlier this month, it was announced that ESPN Bet is also preparing to enter the New York market in 2024, after Penn Entertainment agreed the $25m acquisition of Wynn Resorts’ state betting licence.

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