Fanatics is launching a casino app as it pushes beyond sports. Here's its plan to fight rivals in a cutthroat market.

Fanatics is expanding its business by launching a stand-alone casino app as it ventures deeper into online gambling. Starting with states where it operates, this new app aims to compete against established rivals like DraftKings and FanDuel. Fanatics has identified its extensive customer database and loyalty program as standout features, calling them its 'secret weapon' to attract a different demographic—the casino players, who are generally female and older than typical sports bettors, thus broadening its market appeal.

The traditional casino player demographic differs significantly from sports bettors, with Fanatics now targeting a more female audience in their late 30s to 40s.

Fanatics is leveraging its extensive database of over 100 million customers and a loyalty program, which the company identifies as its 'secret weapon' to attract bettors.

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