Missouri Market Growing Fast
Fanatics joins a rapidly growing list of sportsbooks looking to enter the Missouri market. DraftKings and Circa Sports have already been approved for licenses, while FanDuel, ESPN Bet, bet365, Underdog, and bet365 have all taken steps towards joining the market. All of those operators are expected to be granted licenses this fall.
The strong industry interest in Missouri is no surprise. The state will launch with a 10% tax rate for operators, which is one of the lowest in the country. With other Midwest markets, such as Illinois and Ohio, continually trying to raise their rates, sportsbooks are eager for a new one to invest in. Given the number of sportsbooks pursuing licenses in Missouri, it seems operators have gotten just that.
Fanatics’ Success Story Continues
Fanatics launched a few months before ESPN Bet, but the two sportsbooks have seen vastly different results.
With a Missouri launch expected, Fanatics will be live in 25 US markets. Their slow and steady approach to expansion has paid off, with the operator finding itself competing with, and often beating, Las Vegas giant BetMGM. While it still lags far behind FanDuel and DraftKings, Fanatics’ continued growth should continue to close that gap.
The same cannot be said of ESPN Bet, which could be in its final year of operation. The sportsbook has yet to turn a profit, leading investors to call for the parent company, Penn Entertainment, to drop the platform. While legal in 20 markets, ESPN Bet continues to rank well behind Fanatics and other rivals.
Launch Will Feature Improved Loyalty Program
Before announcing its partnership with Boyd Gaming, Fanatics launched a new and improved loyalty program. Fanatics ONE will enable customers to earn FanCash, which can be redeemed across the company’s platforms. That includes its well-known sports apparel brand, where bettors can purchase jerseys, hats, and other gear belonging to their favorite teams.
All Missouri Fanatics customers will automatically be enrolled in the program, allowing them to earn prizes no other sportsbook can match.