According to Matt King, the CEO of Fanatics Betting & Gaming, the company has developed a challenger sportsbook from scratch. King believes that while consumer technology has disrupted many sectors, it has yet to make a significant impact on sports betting. Fanatics aims to build a digital sports platform that caters to all fans, leveraging its unique position in the market. The company is focusing on creating a product that consumers will love rather than solely pursuing market share. Fanatics plans to integrate its sports-betting platform with its existing rewards system, FanCash, and believes it has a significant advantage with its large consumer database and strong brand equity. Initially, Fanatics will launch in one or two states, taking advantage of more cost-effective market access deals and aiming for a methodical expansion over a 10-year period.