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FansUnite to enter New York sports betting market

10 Jan 2022

(PRESS RELEASE) -- FansUnite Entertainment Inc., is pleased to announce that the company’s American Affiliate division is now authorized in the State of New York to provide customer acquisition services for licensed sports betting operators in the state.

The N.Y.S Gaming Commission announced on 6 January 20221 that four licensed Mobile Sports Wagering Operators - Caesars Sportsbook, DraftKings, FanDuel and Rush Street Interactive - have satisfied all statutory and regulatory requirements necessary to accept and process mobile sports wagering and commenced operations starting Saturday, 8 January 2022. Having secured the necessary regulatory approvals, American Affiliate will now bring its team and brands into New York to help drive new depositing customers to its sportsbook partners.

“American Affiliate is uniquely well-positioned to help our sportsbook partners achieve their primary goal: securing market share in the largest online sports betting market in the U.S.,” said Chris Grove, Chief Executive Officer of American Affiliate. “We look forward to realizing the growth potential from bringing our market-leading range of digital and retail activation assets to New York.”

Betting Herowill kick off AmAff’s retail efforts with live activation for sportsbook partners at Madison Square Garden for Wednesday night’s (12 January 2022) Knicks/Mavericks game.

"We have been preparing for the launch of New York since early 2021, laying the vital groundwork to ensure we successfully build on our position as the #1 live activation company in the industry nationwide,” said Jai Maw, President of the Betting Hero brand. “With the support of many of our keypartners, we will be helping New Yorkers enjoy their experience betting on mobile on day one just as we have in every legal state since 2018."

AmAff will also be turning on its marquee digital brands, including,, and, with the goal of engaging and capturing a share of the millions of existing and potential sports bettors in New York State.

According to projections from Eilers & Krejcik Gaming, New York is poised to become the largest active market for online sports betting in the United States, generating over a billion dollars in annual revenue at maturity.
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