In this edition of the Industry Insider, we spoke with Brandt Iden, Vice President of Government Affairs at Fanatics Betting & Gaming, about how he got started in gaming, why omnichannel is so important to Fanatics, what he’s most looking forward to seeing at G2E 2024, and more.
 

Your background is unique, working in both state government and for sports betting operators. How did you get started in gaming and how have you seen it change most recently?

That's always one of my favorite questions. I started pursuing gaming legislation for online sports betting, iCasino, advance-deposit wagering, and fantasy sports in the Michigan House of Representatives in the early days of my legislative career because I am a gambler. I am a consumer of our industry products and wanted to enjoy the entertainment that the industry provides in my home state. I love what I do and consider myself lucky to be part of such an amazing industry! It's been great to see how quickly states have adopted online sports betting since the repeal of PASPA in 2018. However, iCasino hasn't been embraced as warmly with legislators across the country. We need to do a better job as an industry of telling our story and about all the wonderful ways we contribute to state economies.
 

Fanatics has taken an omnichannel approach when it comes to meeting its audience, offering many different touchpoints from apparel stores to sportsbooks for fans to interact with the brand. Why is this approach so important and how does it impact the day-to-day gaming experience of your customers?

The Fanatics brand is synonymous with sports fans. From trading cards and merch to game day events and player meet-and-greets, adding a sports wagering offering brings the fan engagement experience full circle. This omnichannel approach is what will power Fanatics Betting & Gaming to be one of the most successful sportsbooks in the country. Our loyalty program is the most rewarding program in the industry, offering one-of-kind fan experiences tailored to sports fans. This unprecedented approach will revolutionize the industry and how fans engage with sports.
 

Fanatics Events is the newest arm of the Fanatics family, offering fans the opportunity to come together in person to celebrate their favorite things. How does this new arm support the work already being done by Fanatics in the gaming space and how will it continue to help you grow?

Fanatics Events is building the largest network of sports and collector fan events around the world, offering fans the opportunity to come together in-person to celebrate all aspects of fandom—collectibles, memorabilia, fashion, music, and entertainment—and participate in unique fan experiences. As I mentioned, our loyalty program is the most unique and desired in the industry, which will propel our growth. The Fanatics brand has the ability to totally immerse the consumer in an unrivaled sports fan experience that only Fanatics can provide.
 

As legal, regulated sports betting and online gaming expands in the U.S., a key question arises: how to convert existing sports fans into new bettors? How is Fanatics addressing this challenge, and what obstacles have you faced? Where have you found success?

I think this is really two-fold. Certainly, it's engaging the casual sports fan in the overall omnichannel approach that we've discussed, but it's also about converting consumers who are participating in the illegal market. Frankly, as we've seen from recent news reports, the latter is more challenging. However, as Fanatics Betting & Gaming continues to grow by rewarding our customers and providing world class sports fan experiences, we believe we can bring those players over into a regulated market. We've seen tremendous success and it's just the beginning. As you know, we recently closed on our PointsBet acquisition and are now in 20 states. As more sports fans enjoy our entertainment products, our consumer base will grow and as I said, we'll quickly become one of the most successful sportsbooks in the country.
 

G2E is the catalyst for legal, regulated gaming – fostering innovation and driving growth by convening the global industry in one place to get business done. What trends and technologies are you most looking forward to seeing at G2E 2024?

G2E is the preeminent gaming show in the U.S., providing the industry with a glimpse into the future of gaming. It fosters opportunities for suppliers and industry operators to share best practices with informative educational sessions, showcases new industry offerings, and provides an unparalleled backdrop for social occasions. Personally, what I look forward to the most throughout the week is that the event brings together friends and colleagues that I only connect with once or twice a year. Oh and of course, I always love seeing the new slot tech! Like I said when we started, I am a gambler.