Fanatics Sportsbook has made its full debut in four states — and now, it’s looking to challenge established sports betting leaders with a more targeted, cost-efficient strategy.

After six months of beta testing, the sports merchandising giant has formally started its online sportsbook operations in Maryland, Massachusetts, Ohio, and Tennessee.

The initial rollout will be joined by 12 additional states — including key betting locales such as New York, New Jersey, and Pennsylvania — after its $225 million purchase of PointsBet’s U.S. operations closes later this month.

Despite the company’s apparent omnipresence among sports fans and a $31 billion company valuation, Fanatics is still an upstart against an established FanDuel-DraftKings market duopoly and will face further competition from the newly rebranded ESPN Bet.