TLDR Fanatics Betting and Gaming is partnering with Complex to launch a new content platform called Complex Bets The platform will focus on pop culture, prediction markets, and sports betting content aimed at younger audiences New programming includes a weekly YouTube show with celebrity guests and a social media series covering live sporting events Fanatics online casino products are excluded from the deal due to limited state availability Fanatics recently gained regulatory approval to handle customer funds directly on its prediction market platform
Fanatics Betting and Gaming has teamed up with entertainment company Complex to create a new digital content platform called Complex Bets. The platform will operate separately from Complex’s regular news coverage.
Complex Bets will focus on content that blends pop culture, prediction markets, and sports betting. The goal is to reach younger fans who consume sports content differently than older generations.
Fanatics Sportsbook and Fanatics Markets will provide all betting odds and market data for the platform. The two companies plan to release original programming built for internet audiences.
One of the first shows will be a weekly long-form series on YouTube. Each episode will feature celebrity guests and cover trending topics in sports and gaming.
The partnership will also produce a social media series called Complex On The Scene. The show will send creators to cover major sporting events in person, including the FIFA World Cup and the upcoming NBA Playoffs.
A Shift From Stats to Culture
Before this digital deal, Fanatics and Complex had already worked together on physical merchandise. The two brands previously released exclusive fashion drops featuring Major League Baseball and National Basketball Association apparel.
Now, both companies want to change how fans engage with betting content online. Fanatics says traditional betting content leans too heavily on statistics, injury reports,