“ This is about allowing your consumers in your state to participate in a fun entertainment product that they were doing illegally offshore , being taken advantage of and where there were no protections .”
25 PEOPLE TO WATCH 2025
Second Mover Advantage
Brandt Iden V . P . of Government Affairs , Fanatics
In a year where gaming expansion largely stalled in the U . S ., Fanatics V . P . of Government Affairs Brandt Iden played a key role in one of the few industry victories . He served as the driving force behind efforts to finally replace Washington , D . C .’ s sports betting monopoly with an open , competitive market .
“ I ’ m very proud of D . C .,” he says . “ I really believe that ( the opening ) was because of Fanatics-led effort there .
“ Obviously , the other operators in the market that weren ’ t already there were a big driver as well . But the narrative is now playing out exactly the way that I testified , which is a competitive , robust market makes more sense from a tax perspective for these jurisdictions in the long run .” The figures from D . C .— handle was up 305.5 percent year-over-year in September — can act as a proof of concept for other states with limited sports betting markets , he says . “ The industry can go to these states and say , ‘ look at the success of a competitive market .’”
But 2025 brings with it the challenge of unlocking new sports betting and iGaming states . After no progress in 2024 , what will make 2025 more successful ?
Iden , a former legislator in Michigan who passed the state ’ s betting and iGaming legislation in 2019 , has experience from both sides of the debate . In his eyes , starting the conversation with lawmakers focusing on the potential tax revenue from gaming expansion is the easy approach . But not necessarily the right one .
“ When I went into the caucus room and I talked to my colleagues about this , I started with consumer protections ,” he says of his successful legislative effort in Michigan . “ This is about allowing your consumers in your state to participate in a fun entertainment product that they were doing illegally offshore , being taken advantage of and where there were no protections .”
And having shepherded betting and online casino through the Michigan legislature in one bill , Iden admits a level of frustration more states didn ’ t follow suit in legalizing both verticals . “ If you ’ re going to push the boulder up the
“ This is about allowing your consumers in your state to participate in a fun entertainment product that they were doing illegally offshore , being taken advantage of and where there were no protections .”
hill , you might as well push both of them up at the same time ,” he says . “ Because it ’ s just as difficult to get that second boulder to the top of the hill .”
But in a year where the legal sports betting and iGaming maps have remained largely static , that at least afforded Fanatics the opportunity to make up ground on the competition . It even secured a podium position in Illinois in September .
It begs the question : Did Fanatics benefit from a relatively stable year ? Iden says Fanatics has had time to refine and enhance its product offering . It ’ s had time to get things right , and it ’ s reaping the rewards now that the NFL season is under way .
“ Am I disappointed from a lobbying perspective , that we ’ re not seeing new states go live ? Absolutely . But has that been good for a second mover in the market ? Absolutely .”
Fanatics had a year to establish its place in the U . S . sports betting market , something other second movers have struggled to do . Next year , Iden must clear a path for expansion . — Robin Harrison
Building Something Completely New
Kevin Mullally Chief Executive , General Commercial Gaming Regulatory Authority
“ We ’ re not merely planning for today ,” says General Commercial Gaming Regulatory Authority ( GCGRA ) Chief Executive Kevin Mullally . “ We ’ re building a foundation for the future .”
It ’ s a bold statement , but the GCGRA is a bold undertaking . Established in September 2023 , it ’ s the first gambling regulator in the Middle East , responsible for building a thriving regulated market from scratch .
“ In less than one year , we have developed a robust governance structure for the GCGRA and adopted a comprehensive regulatory framework for integrated resorts , the UAE Lottery , internet gaming , and sports wagering ,” he says . This is supported by a diverse team of all the talents , comprising subject matter experts — equally split between men and women , of 19 nationalities — with experience spanning gaming regulation , compliance and financial services .
Mullally finds himself in a unique position , in that he ’ s had the opportunity to build a completely new regulatory model , rather than work under existing structures . This means he can draw from existing best practice — gained over a decade in the legislative branch , 13 years as a regulator , and 17 years in the private sector with Gaming Laboratories International — while finding ways to make it better .
“ While we embrace proven regulatory practices , we also look for ways to improve the efficiency and effectiveness of traditional approaches ,” he explains . This ultimately lets
28 Global Gaming Business JANUARY 2025