Renowned fantasy sports provider, FanDuel, has recently announced its plans to launch an online casino alongside a sports betting offering in New Jersey. Sources reveal that the company plans to apply its branding to an online casino through its licensing affiliation with the Golden Nugget Casino in Atlantic City. On the same not, FanDuel will be providing online sports betting under the license of the Meadowlands Racetrack.
The move was rather surprising, especially because both FanDuel and DraftKings, its competitor, have previously shunned all and any association to gambling and now they are both charging forward into the gambling space with sports betting and online casino ventures.
Rebranding in Progress
FanDuel is owned by Paddy Power Betfair which is one of the largest bookmakers in existence – the European bookmaker acquired FanDuel last week, thus finally closing a deal that was struck in May.
“Today is a milestone for the sports industry. We are excited to share that we closed our previously announced merger agreement with Paddy Power Betfair to combine our US businesses, allowing us to move forward with our promise to provide you, our loyal users, an even better experience,” an e-mail FanDuel wrote for to its customers read.
FanDuel will be serving as the face of Paddy Power Betfair’s United States operations that included sports betting and online gambling platforms. One of its most notable operations is the Betfair online casino in New Jersey.
Apparently, Paddy Power Betfair chose FanDuel because of the latter’s brand and database of players which are certainly key selling points and would, in turn, compliment the plenty of sports betting tech that Paddy Power has at its disposal. In a press release, Paddy confirmed that:
“The transaction strengthens the Group’s opportunity to target the prospective US sports betting market through the addition of a strong brand, large existing customer base, and talented team.”
While Paddy will be using the FanDuel brand in the United States, the bookmaker has been trying to rebrand itself – earlier this month, it announced that its US-facing operations, Betfair US, would be changing its name to FanDuel Group. In fact, this rebranding might even affect the Betfair online casino in New Jersey.
GAN and IGT To Offer Assistance
Paddy Power Betfair is definitely a market leader in other jurisdictions but in the United States, the FanDuel group has already secured its own deals with third-party suppliers. One of these suppliers is IGT which has been tasked with providing the platform that will deliver Paddy Power Betfair’s bookmaking services to FanDuel’s sports books.
FanDuel Group further inherited Paddy Power’s partnerships with Golden Nugget and GAN, the two entities that are at present responsible for the Betfair online casino. GAN will be participating in providing logistics to power the FanDuel online casino and sportsbook operations. This will be done in conjunction with both IGT and Paddy Power Betfair.