Michigan now has A Fanatics Experience, which isn’t quite a Fanatics launch. Days before the start of the NFL season, Fanatics stated on September 1 that it would rebrand PointsBet as “PointsBet, a Fanatics Experience” in seven states.
Michigan was not one of the seven states mentioned. However, as of Monday, the identical branding may be found on PointsBet Sportsbook MI and PointsBet Casino MI.
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Fans in Michigan are Pushing for Legislation
Fanatics purchased PointsBet’s US assets this summer, intending to create a considerable mark in the online gaming business by the end of 2023.
Already operating a fully-branded Fanatics online casino and sportsbook in four states, Fanatics is seeking final regulation in over a dozen more.
When questioned why Michigan wasn’t included in the Sept. 1 rebranding to PointsBet, a Fanatics Experience, the Michigan Gaming Control Board answered with the following:
“Fanatics, like any other online operating entity, must ensure that their proposed branding satisfies our established branding and branding-related requirements, as outlined in Section 4(7) of Michigan’s Lawful Internet Gaming Act and Lawful Sports Betting Act (page 4 of each).”
That portion is as follows for clarity:
(7) An internet gaming operator may offer internet gaming under a maximum of 2 separate brands, 1 for each of interactive poker and other casino style games. This subsection does not prohibit an internet gaming operator from using fewer than 2 brands or from using a single brand to offer any combination of interactive poker or other casino style games. Only an internet gaming operator or its internet gaming platform providers may process, accept, or solicit internet wagers under this act.
All websites and corresponding applications used to offer internet gaming must clearly display the brand of the internet gaming operator or its affiliate. The internet gaming operator may also elect, in its sole discretion, to have the brand of each internet gaming platform that it utilizes be the name and logos or no more than 1 internet gaming platform provider if the internet gaming platform also clearly displays the internet gaming operator’s own trademarks and logos or those of an affiliate. The internet gaming operator is responsible for the conduct of its internet gaming platform provider.
The new branding can now be found on PointsBet Casino MI and PointsBet Sportsbook MI. Fanatics noted that the improvised branding in other jurisdictions was due to its ongoing efforts to gain regulatory approval in additional states while still being able to proceed with the name change.
PointsBet is still recognized as Michigan’s Northern Waters Casino Resort’s authorized online gaming supplier. The MGCB’s most recent vendor and supplier licensing list also excludes Fanatics.
Fans Willing to Enter the Online Casino Industry
Since the sports memorabilia company is expected to have a strong presence in the online sports betting sector, entering the Michigan online casino market will be a welcome addition.
In 2023, PointsBet Casino MI expects strong growth in its iGaming product. It has raised revenue by 101.6% in the first seven months of 2023 compared to the early seven months of 2022. This increase has resulted in $4.9 million more significant revenue.
While PointsBet is near the bottom of the Michigan online casino market, Fanatics can see that it may increase revenues if it continues to focus on the iGaming offering.
With the latest Fanatics development appearing on the PointsBet logo, it should be soon that Fanatics Casino MI will make its debut in the state.