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Guests at the Fanatics Super Bowl Party on Feb. 3, 2018 in Minneapolis, Minnesota, as we look at the PointsBet Q1 handle during its transition out of the American market
Guests at the Fanatics Super Bowl Party on Feb. 3, 2018 in Minneapolis, Minnesota. Photo by Daniel Boczarski/Getty Images for Fanatics via AFP.

Fanatics Sportsbook is continuing its ascension up the U.S. legal sports betting ladder with a launch in its eighth state in the American market, and as the newest Colorado sports betting app.

The "Fanatics Experience Sportsbook" has officially taken over for PointsBet Colorado, a move that has been widely anticipated since Fanatics purchased PointsBet's American assets earlier this year for $225 million. PointsBet had, prior to their exit of the U.S. market, been estimated to be the seventh largest sportsbook on American soil.

Fanatics Sportsbook has been on a serious march toward relevance in the busy and competitive U.S. legal sports betting scene. The newest big name on the American scene brings an estimated 95 million person customer database from their enormous global sports apparel brand to the U.S. market.

Just how well they compete with some established betting behemoths in North America remains to be seen, but Fanatics is not being shy about expanding their reach in the rapidly growing U.S. legal sports betting scene.

Fanatics info migration

Those with iOS and Android devices will enjoy a seamless migration from PointsBet to Fanatics Sportsbook. Users will need to download the Fanatics Colorado app, which only takes a couple of minutes.

Upon completion, users will be prompted to use the same email address and password as they used with PointsBet. Customers' username, password, account balance, rewards and responsible gaming settings will be automatically migrated to the new Fanatics Sportsbook platform.

The transition will be quick, it will be simple, and it will come with a generous bonus structure to Fanatics users in Colorado looking to take advantage of Colorado sportsbook promos.

Taking on the big names

The Colorado sports betting market will be a tough one to infiltrate. The Centennial State is home to one of the most successful and established sports betting markets in the country. The likes of FanDuel, DraftKings, BetMGM and ESPN BET will be Fanatics' competition in Colorado and all provide an ultimate early test for the sports betting brand.

Fanatics Sportsbook will also be up against the big names in the U.S. legal sports betting industry in the other jurisdictions they have a presence. This includes Ohio sports betting, Maryland sports betting, Massachusetts sports betting, Tennessee sports betting, Virginia sports betting, and West Virginia sports betting. There are as many as 10 more states in the works to host the Fanatics Sportsbook experience. 

Fanatics Sportsbook Colorado users immediately become eligible for Fanatics Sportsbook Rewards, a program that will attempt to separate the sports betting provider from others in the market. Users will line themselves up for timely and generous sports betting promotions as well as a 1%-5% Cash Back feature to use at Fanatics full-stocked stores.