Is it a bird? Is it a plane? It’s the latest innovation in sports betting!
While Superman might be preparing for his next battle, sports betting operators across North America have also been working to save the day when it comes to retaining consumer interest.
Strapping on their cape and taking off (seemingly identity-altering) glasses has come in the form of new SuperApps, which work to consolidate sports betting, iGaming, prediction market and even verticals such as horseracing and lottery into a single platform.
Eliminating the need to download separate applications for one operator’s products is sensible, but it also stands to reason that mounting competition has become a somewhat villainous motivator for the likes of Fanatics and DraftKings.
No matter the cause, a new era of sports betting and iGaming has introduced itself, and it remains to be seen if the market leader in both decides to join the fray in due time.
DraftKings, Fanatics take to the skies with new SuperApps
Despite Fanatics being the most recent integrator of SuperApp functionality, DraftKings got the ball rolling with the debut of DraftKings Sports & Casino last March, which consolidated sportsbook, predictions, casino and lottery into a single account.
The operator looked to unveil DraftKings Sports & Casino prior to the March Madness college basketball tournament, but also unveiled estimates as to just how sizable the industry may soon become.
DraftKings forecasted the US betting industry could begin generating between $55-80bn in annual revenue by 2030, reflecting continued state-level legalization of sportsbook and iCasino products, organic growth in existing jurisdictions and the – perhaps optimistic – expansion of prediction markets.
As part of its own SuperApp launch – and creatively named Fanatics Sports & Casino – the operator looked to merge its growing betting portfolio with the Fanatics retail brand that garners its own reputation in the US.
Through its FanCash loyalty program, Fanatics is more easily able to connect sportsbook, iGaming and retail consumers, although additional expansion for its sportsbook and prediction market products has yet to be announced.
Notably, DraftKings has advertised access to all 50 US states in recent commercial and social spots, which could be a quiet nod that even users in markets such as Nevada, Utah and Hawaii could begin trading event contracts on DraftKings Predictions.
A bold move given Kalshi’s recent failures – but ultimately the new SuperApps from DraftKings and Fanatics seem to be a counterpunch to prediction markets as much as a way to simplify their respective interfaces.
Being able to switch from sportsbook to online casino to prediction market offerings could pull users away from single-vertical optionality
Is FanDuel next in line for the SuperApp era?
While the market leader in sports betting and iGaming across North America has yet to join its rivals, FanDuel does already consolidate sports betting, DFS and prediction markets into a single platform.
FanDuel Casino and FanDuel remain independent applications at the time of writing, so perhaps the operator feels it unnecessary to make such adjustments at this time.
Or… FanDuel could be using DraftKings Sports & Casino and Fanatics Sports & Casino (again, the creativity is unmatched) as a sort of beta test for how customers respond to every vertical being integrated into a SuperApp-like offering.
The operator has undergone recent leadership changes as well, with FanDuel CEO Amy Howe and Flutter Entertainment CEO Peter Jackson each departing their positions over the past six months, albeit under different circumstances.
Heading into a future led by President Christian Genetski, it appears FanDuel is more focused on prediction markets, rather than paying greater attention to product consolidation.
Things can change in a matter of hours when it comes to sports betting – and gaming in general – though, and if Fanatics and DraftKings succeed with their respective innovations, FanDuel could be following in their footsteps before long.
How will SuperApps, prediction markets affect NFL season?
Just days after Fanatics launched its SuperApp on September 2, the American Gaming Association (AGA) estimated that the total wagering handle for the 2026-2027 NFL season would reach $29.5bn, marking “no growth” year-over-year.
The AGA – and President & CEO Bill Miller – blamed “so-called prediction markets” for the flat increase, which thereby showcases the impact event contract trading has had on traditional sports betting over the past 12 months. FanDuel, DraftKings and Fanatics have yet to truly dive head-first into the vertical’s deep end, most likely in fear of regulatory lifeguards looking to drain the prediction markets pool.
It is notable, however, that all three left the AGA last year.
Fanatics and DraftKings’ introduction of respective SuperApps won’t necessarily keep Kalshi and Polymarket at bay during the NFL season, but perhaps each is counting on simplicity to become a leading factor in consumer retention.
Being able to switch from sportsbook to online casino to prediction market offerings could pull users away from single-vertical optionality. All-in-one capabilities are by no means an extinct desire among consumers, and the functionality could now be making its way to the sports betting industry.
Whether a lone “S” becomes better known for SuperApp than Superman is still in doubt. But, evidently, operators such as Fanatics and DraftKings have found new abilities to throw at their prediction market perps.
Reports in the UK, although hazy on the details, suggest the country may be encouraged to embrace Kalshi and Polymarket in the near future
