February 3, 2022 2 min read


FansUnite Dives into Louisiana Betting Market with AmAff

FansUnite is deepening its ties with the US sports betting market. Following the successful license clearance for the market in Louisiana, FansUnite has announced that its American Affiliate division, or AmAff for short, is now active in the state. FansUnite acquired AmAff for $58.2 million in 2021 in order to establish its footprint in the United States.

This comes with the approval of the Louisiana Gaming Control Board which cleared the brand for launch and allowed the online betting market to go live on January 28. As a result, AmAff will now provide customer acquisition services for licensed sports betting operators in Louisiana.

Six sportsbooks have already launched in the state, with BetRivers, DraftKings, FanDuel, BetMGM, Barstool and Caesars entering the sports betting fray almost immediately and ahead of the Super Bowl on February 13. Commenting on this launch, AmAff CEO Chris Grove said:

“Louisiana represents yet another growth opportunity for American Affiliate. Our mission is simple: educate, entertain, and engage sports bettors, and then refer those bettors to the online sportsbook that’s right for them.”

AmAff CEO Chris Grove

Grove has big plans for AmAff, citing the company’s strong omnichannel assets, tech-driven portfolio, and overall strategy that would translate into growth in the online sports betting market in Louisiana. AmAff is fully focused on the North American market presently.

AmAff’s Betting Hero is also arriving in Louisiana. The company is also introducing a number of marquee digital brands that will help with activation in the online sports betting market in the state. Those brands include BetPrep.com, Props.com, and Wagers.

There are millions of potential customers in Louisiana, and AmAff is prepared to cater to their every need. Jai Maw, president of Betting Hero, drew a parallel between the company’s success in the US so far and Louisiana:

“Across the U.S., we’ve introduced hundreds of thousands of new customers to our sportsbook partners so far, and we plan to continue that market-leading streak in Louisiana.”

Betting Hero president Jai Maw

This comes as FansUnite itself has celebrated a banner year in 2021. The company is committed to keeping building up on its momentum this year through the smart deployment of the AmAff brand.


Although Fiona doesn't have a long-spanning background within the gambling industry, she is an incredibly skilled journalist who has built a strong interest in the constantly growing iGaming network. The team at GamblingNews.com is glad to have her on our roster to help deliver the best stories as soon as they hit. Aside from writing, she loves to dabble in online casino games such as slots and roulette, both for her own enjoyment and also as research to better improve her understanding of the industry.

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