Flows partners with Fanatics to launch FanCash Jackpots
Automation and orchestration igaming platform Flows has announced a partnership with Fanatics Casino.
The partnership entails integrating FlowsJackpots into Fanatics Casino’s FanCash Jackpots, which will be available to players in New Jersey, Pennsylvania, Michigan, and West Virginia.
“This launch defines what modern product delivery in gaming should look like,” James Kings, Flows CEO, said. “Fanatics had a clear vision for FanCash Jackpots, and together we were able to go from concept to full go-live faster than what is typically seen in the US market. With Flows, Fanatics can now build and optimize engagement experiences in real-time, without the delays or overhead of traditional development cycles. We’re very proud to support a team that moves with ambition and pace.”
Operators can utilize FlowsJackpots as part of the Flows suite, a single platform that automates and manages experiences and products, eliminating the need for in-house development.
“We didn’t want just another jackpot tool, we wanted something flexible, dynamic, and easy for our teams to control day-to-day,” Vice President of iCasino at Fanatics Betting and Gaming Sam Downey said. “Flows delivered that. The ability to configure and update mechanics in minutes, directly in response to live behavior, is a meaningful step forward for us. The collaboration was fast, focused and aligned, and we’re excited to continue building on what we’ve launched.”
The partnership follows Fanatics’ entry into prediction markets after launching in 24 states. In these states, users can trade contracts tied to outcomes in sports, finance, politics, and culture.
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The Backstory
Why this rollout matters now
Fanatics is accelerating its push to deepen online casino engagement with tools that blend marketing currency, jackpots and real-time personalization. The debut of FanCash Jackpots across key regulated states arrives as the operator upgrades its content catalog, data stack and sportsbook footprint. Taken together, these moves show a deliberate build to convert a large sports audience into repeat casino play while tightening the loop between acquisition and retention.
The broader context: Fanatics has been stitching together suppliers for content, automation and performance marketing over the past year. That groundwork helps explain the speed and scope of the latest product launch, which hinges on real-time orchestration and flexible jackpot mechanics. The company’s strategy centers on owning the engagement layer—where loyalty, offers and game events meet—while letting specialized partners power content and data beneath it.
Automation as the chassis
Flows’ platform sits at the center of that engagement layer. The company has been expanding its automation and AI-trigger capabilities to let operators react to player behavior in minutes, not development cycles. In 2023, Flows teamed up with AI insights firm Golden Whale, a collaboration extended this year to combine churn prediction, lifetime value forecasts and instant offer triggers. Inside Asian Gaming reported that the partners now deliver early LTV predictions and retention tools that can fire personalized incentives automatically, with Flows as the no-code execution engine. That partnership underpins the kind of configurable jackpots and rewards that operators like Fanatics want to tweak in real time across multiple states. Read more on the expanded tie-up in Flows and Golden Whale extend partnership.
The momentum around Flows is broader than one operator. The platform helped power Light & Wonder’s Wonder Drops player engagement line in Michigan, a January 2025 launch followed by a strategic investment in Flows in February, according to Inside Asian Gaming’s account within the same report. The signal: major suppliers are betting that orchestration—automating when, how and to whom rewards trigger—will be central to igaming profitability as user acquisition costs climb.
Content pipeline gets wider
Fanatics has also been filling out its game library with exclusive and third-party titles to support retention. In May, Bragg Gaming Group brought its remote gaming server and in-house studios—Atomic Slot Lab, Wild Streak Gaming and Indigo Magic—to the operator in Pennsylvania, Michigan and New Jersey, with more third-party studios slated to follow. The company framed the deal as an entry point to the three biggest U.S. igaming markets and a platform for frequent releases that can keep the lobby fresh. Details are in Bragg Gaming partners with Fanatics Casino to launch in three states.
Greentube, the digital arm of Novomatic, added further breadth by delivering slots such as A Fistful of Wilds and Apollo God of Sun to Fanatics in New Jersey and Michigan, along with newer cluster and bonus titles. The partnership extends Greentube’s North American footprint while giving Fanatics more recognized brands and mechanics to cross-sell. See Greentube partners with Fanatics in New Jersey and Michigan for the lineup.
Jackpot layers work best when paired with varied content and release cadence: the more themes and math models in the lobby, the more opportunities to craft state-specific and segment-specific jackpot experiences. Fanatics’ content deals, aligned with a configurable engagement engine, set up that kind of portfolio experimentation.
Marketing stack tuned for cost control
Underpinning the engagement push is a data-driven acquisition strategy built with Intelitics. Fanatics has been using the firm’s AI-powered platform to manage affiliates, monitor performance and optimize campaigns in real time, including during the 2024–25 NFL season when Super Bowl betting set records across the industry. The premise is straightforward: if the operator can more tightly track partner effectiveness and player value, it can justify aggressive spend without overpaying for low-LTV traffic. The company also shares real-time analytics with marketing partners to align incentives and speed optimization. The approach is outlined in Fanatics partners with Intelitics to boost performance marketing capabilities.
This same measurement discipline supports product initiatives like FanCash Jackpots. When jackpot mechanics, offers and game placements can be modified on the fly, marketing teams can quickly test, learn and reallocate spend toward combinations that improve retention and cross-sell. The tighter the loop between traffic quality and product response, the faster an operator compounds returns on promotional dollars.
Sportsbook reach as the on-ramp
Fanatics’ ability to feed casino funnels depends on sportsbook distribution and brand presence. In Missouri, where state-regulated sports betting is set to launch Dec. 1, Fanatics secured a multi-year licensing partnership with Boyd Gaming. Under the agreement, Fanatics will operate under Boyd’s license and rebrand sportsbooks at Ameristar Resort Casino Spa and Ameristar Casino, marking a shift from Boyd’s typical alignment with FanDuel in other states. DraftKings and Circa Sports received untethered licenses, while Bet365 and BetMGM paired with local teams and casinos, setting up a competitive field and an important test for market share. For context on the licensing and tethering landscape, see Fanatics Sportsbook partners with Boyd Gaming ahead of Missouri sports betting launch.
Even though Missouri is not yet an online casino market, sportsbook expansion builds the top of the funnel and broadens the brand’s user base for future cross-sell opportunities in states that do allow igaming. Fanatics’ model leans on a large sports audience, which the company has long converted into merchandise buyers and now seeks to migrate into casino play where lifetime values can be higher.
The stakes: speed, personalization and regulatory breadth
The U.S. igaming race increasingly turns on two levers: how fast an operator can ship and refine engagement mechanics, and how precisely it can target them to regulated audiences with the right content. Fanatics’ recent moves check both boxes. Automation partnerships promise rapid iteration without heavy engineering sprints. Content deals with Bragg and Greentube broaden the canvas for jackpot overlays and targeted promotions. A more rigorous marketing stack helps contain acquisition costs while aligning spend to actual value.
The competitive field remains crowded, and rivals have deep catalogs and loyalty programs of their own. But the ability to configure jackpots and rewards in near real time at state and micro-segment levels could be a differentiator if executed cleanly. The next indicators to watch: cadence of new jackpot formats tied to marquee content drops, state-specific performance lifts in New Jersey, Pennsylvania, Michigan and West Virginia, and how effectively sportsbook-led markets channel players into the casino funnel. If those metrics move, Fanatics’ orchestration-first strategy will look less like an add-on and more like the operating system for its U.S. igaming ambitions.
