Observed Signal · Sep 10, 2026 · Market Signal · Source: Cognitiv · Impact: 3/5
Fanatics Betting & Gaming Stopped Chasing Every Bettor
Every sportsbook is chasing the same high-value bettor. Fanatics decided that race was not worth running and built a different playbook.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Complex and Fanatics Launch 'Complex Bets' Partnership
Complex announced a multiyear partnership with Fanatics to create a new content vertical called Complex Bets. The initiative will integrate Fanatics’ sports‑betting and prediction market products — Fanatics Sportsbook and Fanatics Markets — into a dedicated section on Complex’s website, social channels and original franchises. Content will use betting and prediction-market data from Fanatics and aim to weave that data into cultural conversations, with Fanatics positioning its offerings against competitors such as Kalshi and Polymarket. Complex president Moksha Fitzgibbons and Fanatics Betting and Gaming CMO Selena Kalvaria are cited on the plans.
Prediction Markets and Sportsbooks Vie for World Cup Bets
The World Cup represents a major opportunity for sportsbook brands and emerging prediction‑market platforms to win bettors and ad share. Legacy sportsbooks — including BetMGM, DraftKings and Fanduel — are running high‑profile creative and prioritizing digital channels (notably CTV, online video, display and paid social). BetMGM says 80–90% of its World Cup ad spend will be digital and is working with an unnamed AI media‑mix modeling provider to measure state‑level impact. Prediction markets Polymarket and Kalshi are mounting global ad campaigns (Kalshi’s spots feature football stars and a separate promo with Timothée Chalamet) and are focusing on social video and creator/influencer channels. Fanatics has shifted marketing optimization from CPA to lifetime value (LTV). Industry players cited regulatory patchworks across U.S. states as a reason to favor flexible, digital media strategies.
Cognitiv Blog: New Articles on CTV Targeting and Fanatics Case Study
New blog posts added: 'The Three Pillars of Smarter CTV Targeting' (Sept 15, 2026) and 'Fanatics Betting & Gaming Stopped Chasing Every Bettor' (Sept 10, 2026).
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