The ongoing consolidation of U.S. sports betting has claimed another high-profile casualty.

FanDuel parent company Flutter Entertainment and Fox Sports parent Fox Corp. will shut down Fox Bet over the next month, bringing an end to a four-year experiment that sought to link the power of the Fox brand and an expanded legal framework for U.S. sports betting.

Fox Bet obtained sports betting licenses in Colorado, Michigan, New Jersey, and Pennsylvania — each robust markets with multiple pro teams to help drive activity. But a fast-developing wave of industry consolidation has already led to the demise of once-prominent sportsbooks such as MaximBet, Fubo Sportsbook, Churchill Downs, and theScore.

Overall U.S. sports betting is roughly 70% controlled by FanDuel and top rival DraftKings, leaving precious little market share for the multitude of other competitors.