Home Online poker Fanatics files trademark application for Sportsbook, tips for offering online poker and iGaming

Fanatics files trademark application for Sportsbook, tips for offering online poker and iGaming


The Fanatics logo is visible on a blue background.  Fanatics' USPTO application says it will publish a sportsbook under the BetFanatics brand and also plans to host poker tournaments.

Fanaticsthe online retailer run by billionaire CEO Michael Rubinplans to launch an online bookmaker under the brand BetFanaticsaccording to a trademark application the company filed this month with the U.S. Patent and Trademark Office (USPTO).

The app also shows that the company plans to offer online poker and casino games. Such a move would put the startup in direct competition with companies like 888/WSOP, BetMGM Poker, PokerStars and other big names in the poker vertical.

It also appears that the Jacksonville, Florida-based company is planning to release up to three separate apps – one for online gaming, an online sportsbook, and one for fantasy sports.

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What is the USPTO Ranking of emissions

The USPTO uses 45 distinct classes to organize the offering of goods and services by trademark applicants. Class 9 covers electrical and scientific apparatus, while Class 41 covers education and entertainment.

Under the Class 9 entry, Fanatics indicated that they plan to offer at least one, but possibly as many as three downloadable mobile apps. Meanwhile, the Class 41 section includes details on the types of content it plans to offer.

Although the company did not give specific names for the apps, the naming convention and product descriptions for similar apps offered by its competitors – coupled with the verbiage that Fanatics used in its app to the USPTO — suggest that applications could be named and organized as follows:

  • Sports betting fanatics — Would allow players to place bets on sports. It would also include sports programs, news and information, as well as previews, alerts, replays, video clips of sports competitions and webcam feeds.
  • Fantasy Sports Fanatics — Would provide players with tools to manage and participate in fantasy sports leagues. The app would also likely provide sports and esports news and information, as well as sports league player and team statistics and analysis.
  • Fanatics Casino — An online casino application that would include online poker. Other games on offer include baccarat, bingo, blackjack, craps, keno, roulette, slots and solitaire.

The fanatics also told the USPTO that he plans to “[organize and conduct] poker tournaments“, suggesting that it might consider rolling out a poker platform in states that have signed the Multistate Internet Gaming Agreement (MSIGA) – Delaware, Michigan, Nevada and New Jersey – in order to benefit from a greater number of players and to have greater prizes.

The company also mentioned offering betting exchange services, which sounds like the recently announced announcement. PokerStars Exchangea port on the Betfair Exchange that allows PokerStars players to wager and wager, and gives them access to a global liquidity pool.

It is also possible that Fanatics plans to offer some of the products and services mentioned in the application, which was submitted on May 17 and accepted by the USPTO May 20. The review process is expected to take months.

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Fanatics’ not-so-secret sports betting plans

It’s no secret that Fanatics has been working to develop an online bookmaker. He hired the former FanDuel CEO Matt King as his CEO for betting and gaming in June 2021. And earlier this month, Fanatics named chief marketing officers Lydia Jett and Jonathan Mildenhall to its board of directors as part of its strategy to create a platform “for online sports betting and iGaming”.

Fanatics was also one of several companies that applied for, but were ultimately denied, a sports betting license in New York.

The private company has been silent on its plans and has not returned messages seeking comment, but speculation about how Fanatics plans to acquire customers for its online sportsbook at a lower price than competitors typically focus on cross-marketing through his other businesses, which is why he added Jett and Mildenhall to his team.

Fanatics provides an official license MLB, MLS, NBA, NCAA, NFLand NHL merchandise. He also owns trading card company Topps and Candy Digital, a sports collectibles company that also offers non-fungible tokens (NFTs).

Rubin reportedly told attendees of the MIT Sloan Sports Analytics Conference in Boston on March 4 that he thinks Fanatics will be able to use its database of 80 million customers to leverage an online sportsbook. His Candy and Topps businesses could also play a role in this campaign.

“The average cost to acquire a customer in online sports betting today is $500 on a good day,” Rubin said during the conference call, according to CNBC. “I would much rather look at the different places I could acquire customers and sell them in online sportsbook than spend over $500 and have a multi-year return in a highly promotional environment.”