Maryland Lottery and Gaming Control has endorsed the American Affiliate division of FansUnite to help Maryland Sports Betting customer loyalty. The announcement was made earlier this month.
The AmAff division “will provide customer acquisition services for licensed sports betting entities” in the state.
“Maryland is poised to become one of the fastest growing and most competitive markets in the country,” said Chris Grove, CEO of American Affiliate. Release. “This step allows American Affiliate to be ready to benefit from this competition on launch day.”
FansUnite is a global sports and entertainment company that “operates multiple B2C brands and B2B software for the online gaming industry”. It acquired American Affiliate, a pure-play affiliate, in November 2021.
American Affiliate “focuses on generating new depositing customers for sportsbook, casino, daily fantasy and online poker platforms” through its various brands.
What This Means For Online Sports Betting/Gambling In Maryland
Many of the major sports betting sites already have a presence in the state via in-person sports betting. There’s room for more, thanks to state sports betting law allowing the Maryland Lottery and Gaming Control Agency to authorize up to 60 licenses.
Caesars, FanDuel and BetMGM all operate in the state retail market. Other major industry players such as Barstool are licensed for online betting and are eagerly awaiting market launch.
PointsBet will exist on the Riverboat on the Potomac with a retail launch expected later this year. Rivers Casino and its operating brand Rush Street Interactive have partnered with Bingo World. The bingo hall was recently approved to become the ninth retail bookmaker in the state.
AmAff is expected to “provide live activation services at Maryland outlets.” Additionally, its digital team will “provide customer acquisition services in the Maryland market.”
The best case scenario for online sports betting would be at the start of the 2022-2023 NFL season. However, lawmakers and regulators are unable to commit to an official date at this time. A disparity study must be carried out before the allocation of online sports betting licenses.
Currently, Maryland has no immediate plans for online casinos or online poker.