Fanatics Betting & Gaming has officially entered Canada’s regulated online gambling market, launching Fanatics Casino in Ontario on September 1.
The launch makes Ontario the company’s first international market and gives Fanatics a foothold in a province where online casino accounts for the vast majority of gambling activity. The company is keeping sports betting for a later stage, with Fanatics Sportsbook expected to arrive in 2027.
Casino comes first in Ontario
Fanatics Casino went live just three weeks after Fanatics Betting & Gaming received approval from the Alcohol and Gaming Commission of Ontario (AGCO).
The operator becomes the 50th active gambling brand in Ontario’s regulated market, joining a crowded field that includes major names such as bet365, BetMGM, Caesars, DraftKings, FanDuel and Hard Rock Bet.
For now, however, Fanatics is taking a casino-only approach.
Conor Grant, President of Gaming at Fanatics Betting & Gaming, said the decision was influenced by the structure of Ontario’s market as well as the fact that casino could be brought to market faster than sports betting.
Online casino represents roughly 90% of gambling handle in Ontario and around 80% of gross gaming revenue. The market has also been setting new records, with iCasino wagers reaching C$8.78 billion in July alone.
Grant said Fanatics still intends to introduce its sportsbook in Ontario during 2027 once the company is ready to deliver a competitive proposition.
Hundreds of casino games at launch
Fanatics Casino has entered the province with a portfolio covering slots, table games and live dealer content.
The initial offering includes hundreds of titles from major suppliers such as Evolution, IGT and Playtech, giving the operator a broad catalogue from day one.
The company is also looking beyond third-party content. Fanatics already has an exclusive casino gaming partnership with WWE and launched its first proprietary WWE-branded game earlier this year.
Grant indicated that more proprietary content and intellectual property partnerships could follow as Fanatics develops its presence in Canada.
Alberta is next on the roadmap
Ontario is only the first step in Fanatics’ Canadian expansion.
The company also plans to enter Alberta’s regulated iGaming market in 2027. Alberta opened its new framework in July, but Fanatics was not yet registered with the Alberta Gaming, Liquor and Cannabis regulator at the time of its Ontario launch.
Grant confirmed that Alberta remains firmly on the company’s expansion roadmap, although the operator wants to establish itself in Ontario before moving ahead.
The immediate priority is to build a casino proposition that connects with Canadian players, increase brand awareness and demonstrate that the Fanatics ecosystem can compete with established operators.
Fanatics looks to its sports brand for an advantage
Although sports betting is not part of the initial Ontario launch, Fanatics believes its existing presence in Canadian sports could help the casino brand stand out.
The wider Fanatics business already has partnerships with major Canadian-facing sports organisations, including the NHL, MLB, Toronto Blue Jays, Toronto Raptors, Canada Basketball, Canada Soccer and Hockey Canada.
That gives the company a level of brand recognition that many casino-focused operators do not have in the Canadian market.
Fanatics also plans to increase its marketing activity in Canada, although Grant said the company will take a targeted approach when deciding which personalities and campaigns will resonate with local audiences.
Aiming for a top position
Fanatics is entering Ontario after rapid growth in the US, where its casino product is currently available in Michigan, New Jersey, Pennsylvania and West Virginia. Its sportsbook operates across 24 US jurisdictions.
The company acquired PointsBet USA in 2023, accelerating its expansion in the American market. Ontario now represents its first international launch.
Competition will be intense, but Fanatics is setting ambitious targets for its Canadian operation.
Grant said the company does not intend to simply occupy a lower position in the market. Instead, Fanatics wants to become a top operator and believes its experience in states such as Michigan and Pennsylvania shows it can gain market share quickly.
For now, the focus is firmly on establishing Fanatics Casino in Ontario. If that launch performs as expected, the company will have two major additions lined up for 2027: sports betting in Ontario and a move into Alberta.