The gambling space has proven to be a difficult nut to crack for sportsbooks outside the big four of FanDuel, DraftKings, BetMGM and Caesars Sportsbook. FOX knows this well as it announced its FOX Bet operation would be shutting down.
But smaller operators able to get their products in front of bettors have found that there is a way to survive. It just doesn’t involve going head-to-head with the likes of FanDuel or DraftKings, which dominate both ad spending and US marketshare.
Reporting by Axios indicates that smaller sportsbooks are leaning into niches. The reporting used Betr as an example. Betr relies on influencer marketing and its platform focuses on pick’em style daily fantasy games in addition to microbetting.
Can another player in the sportsbook space break through? It’s possible. Fanatics is inching closer to a nationwide launch of its betting platform. The company acquired PointsBet’s U.S. operations in July, giving Fanatics a leg up in addition to its merchandising partnerships with virtually every pro sports league in the country.
