Patrick Schwarzenegger fronts latest Fanatics ad campaign

Abi Bray

1 October 2025 at 6:25am UTC-4

Source: Fanatics

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Fanatics Casino has launched the latest ad in its ‘Explained by’ series, featuring White Lotus star Patrick Schwarzenegger.

The ad, produced with video production company Anomaly and multimedia production company OBB Media, follows the earlier version with Livvy Dunne for Fanatics Sportsbook and shifts focus to online casino players.

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The advertisement introduces FanCash Spins, Fanatics Casino’s daily free-to-play game with over US$100,000 in rewards. Schwarzenegger is shown spinning while explaining the product, aiming to connect with slot players, the largest segment of US online casinos.

Schwarzenegger said, “I’ve done some weird stuff on set before, but spinning in circles for hours is near the top of the list. Luckily, that’s the spirit behind FanCash Spins on Fanatics Casino. It’s simple and rewarding. If I’m laughing this hard while getting dizzy on camera, imagine how good it feels when you’re playing for real rewards.”

The campaign will run across video, out-of-home, audio, podcasts, and performance channels.

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Fanatics Betting and Gaming Chief Marketing Officer Selena Kalavaria added, “Our vision is for Fanatics Casino to become the preferred choice for slot players by setting a new standard for player experience, innovation, and rewards. Patrick Schwarzenegger’s effortless charm and confidence brings our brand to life with a memorable explanation of playing FanCash Spins.”

In August, Fanatics Sportsbook announced it would partner with Boyd Gaming in Missouri ahead of its sports betting launch on December 1.

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The Backstory

Marketing shifts reflect a broader casino push

Fanatics Betting and Gaming’s latest creative pivot targets the heart of U.S. iGaming growth: slot players. The company rolled out a casino-focused installment of its “Explained by” series, this time fronted by actor Patrick Schwarzenegger. The spot introduces FanCash Spins, a daily free-to-play game touting more than $100,000 in rewards, and is designed to connect with the largest segment of online casino users. The ad, produced with Anomaly and OBB Media, leans into simple mechanics and a rewards narrative that aims to translate brand affinity into repeat play. The full campaign stretches across video, out-of-home, audio, podcasts and performance channels, underscoring a heavier emphasis on entertainment-led acquisition than Fanatics previously used for its sportsbook. The company framed the creative as part of a strategy to make the casino app a preferred destination for slots players by lifting product polish, rewards and ease of use. Read more: Patrick Schwarzenegger fronts latest Fanatics ad campaign.

The push follows Fanatics Casino’s multistate rollout earlier this year and comes as operators escalate celebrity-led campaigns to differentiate similar product suites. By pairing recognizable talent with specific features, Fanatics is signaling that its growth bets are now as much about content and pacing as they are about state-by-state access.

From launch to claims of fastest growth

Fanatics Casino launched in Michigan, Pennsylvania, West Virginia and New Jersey with a $2 million sweepstakes designed to spur early engagement. The promotion paid $250,000 every Thursday in May and June with a $25,000 top weekly prize, awarding entries for every $10 wagered. The app debuted with titles from Light & Wonder, IGT PlayDigital, Evolution, White Hat Studios and Wazdan, plus proprietary table games like Fanatics Fire Roulette and Fanatics Blackjack. The company also introduced a web version for West Virginia, with other states to follow. Fanatics later asserted it was the fastest-growing online casino in the United States, citing Q3 and Q4 2024 data showing the highest GGR growth rate among operators with more than $10 million in revenue. Details: Fanatics Casino launches in four US states with $2 million sweepstakes competition.

The expansion strategy mirrors a pattern in gaming: operators enter mature iGaming states with aggressive promotions and a broad content mix, then pivot to retention through features and cross-product rewards. FanCash Spins fits the second phase, encouraging daily app visits with low friction and brand currency that can unify casino and sportsbook wallets. The timing also positions Fanatics to capture seasonal surges around football, when cross-sell opportunities widen.

Missouri becomes the next battleground

On the sports betting side, Missouri is emerging as a test of speed, access and brand power. Fanatics applied for online and retail licenses as the Missouri Gaming Commission prepared a Dec. 1 market launch, with a cap of 19 retail and 14 online licenses. At the time of application, the company had not named a partner, while rivals DraftKings, FanDuel and Circa Sports sought untethered online licenses that do not require casino or team partnerships. Underdog applied for a mobile license. The regulator scheduled applicant presentations for Aug. 13, with selections due Aug. 15. Suppliers including Catalist, Gaming Labs International, GeoComply, OpticOdds and Sportradar also filed. Background: Fanatics becomes latest to apply for Missouri sports betting license.

Weeks later, Fanatics signaled a path to market by announcing a partnership with Boyd Gaming in Missouri ahead of the Dec. 1 go-live. That alignment clarifies how Fanatics plans to compete against entrenched leaders on day one. It also hints at the company’s broader playbook: pair recognizable branding and rewards with fast-moving market entries as regulators finalize rules.

Competitors tighten the entertainment loop

Fanatics’ casino push comes amid a marketing arms race in iGaming. BetMGM, co-owned by MGM Resorts, has doubled down on talent-driven campaigns that lean on Las Vegas pedigree and cross-channel rewards. The operator premiered its first online casino commercial starring ambassador Jamie Foxx. The “Vegas Lights” spot, created by Highdive and directed by The Malloys, showcases Bellagio, ARIA and MGM Grand, positioning the app as a doorway to on-property perks. The ad airs in Michigan, New Jersey, Pennsylvania, West Virginia and Ontario, aligning with BetMGM’s active casino markets. More: Jamie Foxx fronts new BetMGM online casino commercial.

Separately, BetMGM unveiled “Make it Legendary,” a brand refresh led by Jon Hamm that aims to package betting, hospitality and experiential rewards under a unified identity. The first of six spots, directed by Noam Murro, debuted Aug. 30 during college football, with placements spanning TV, digital, social and BetMGM venues. The campaign emphasizes style and storytelling, while the company highlights responsible gaming tools such as GameSense and in-app safeguards. Details: BetMGM unveils ‘Make It Legendary’ campaign starring Jon Hamm.

The overlap is clear: both brands are collapsing the distance between online play and in-person rewards, using celebrity to amplify differentiation that is otherwise hard to sustain on product alone. For Fanatics, the gap to incumbents narrows if it can convert its retail merchandise relationships and sportsbook footprint into a meaningful casino funnel.

Building scale behind the scenes

To support its expansion, Fanatics has moved significant back-office functions to the Philippines through a partnership with PAGCOR-accredited Claymore Solutions. The outsourcing covers HR, payroll, recruitment and branded office space, giving Fanatics operational leverage without adding comparable fixed costs stateside. The move intersects with a shifting labor landscape in the Philippines, where the government’s crackdown on offshore operators displaced tens of thousands of gaming-related workers. Claymore positions its “Special Class BPO” model as a pathway to reemployment within a regulated framework. Company leaders marked the partnership with a ribbon-cutting at Claymore’s Fanatics-branded office in Taguig City, underscoring government and regulator support. Read: Fanatics inks outsourcing deal with Philippines-based Claymore Solutions.

Operationally, the arrangement suggests Fanatics is preparing for sustained growth in customer support, payments, fraud, risk and compliance at a time when state-by-state complexity is rising. It also signals a willingness to invest in scalable infrastructure even as the revenue mix shifts toward casino, where retention economics can diverge from sportsbook norms.

What’s at stake

The immediate stakes center on acquisition efficiency and market access. Fanatics needs its creative bets to land with casino-first players, not just sports bettors, to support its fastest-growing-operator claim. Missouri offers a near-term barometer of execution: strong launch mechanics, a clear retail partner and efficient cross-sell could widen the company’s competitive lane. Meanwhile, BetMGM’s tandem campaigns show how incumbents will defend share with brand-led experiences that blur the online-offline boundary.

Longer term, the winners will pair compelling front-end storytelling with disciplined back-end scale. Fanatics’ combination of celebrity-led advertising, sweepstakes-led onboarding and offshore support structures indicates it is building for that balance. The next data points to watch are sustained GGR growth in core casino states, conversion from free-to-play features like FanCash Spins, and how quickly new markets, starting with Missouri, add to the base without diluting unit economics.