Rikki Tanenbaum on building game-changing partnerships

Building a career around gaming’s sustainable future

In the rapidly evolving and intensely competitive landscape of sports betting and gaming, success isn't just about getting to market—it's about building and defending a market for sustainable, long-term growth. This imperative is the core focus of Rikki Tanenbaum, Senior Vice President of Market Development at FanDuel. Her work is dedicated to building the foundational infrastructure and taking a strategic, long-range view to shape the future of gaming entertainment the US.

Defining the market, not just competing

FanDuel’s leading position in the U.S. market is not an accident; it’s the result of a deliberate, long-term strategy. Rikki points to three pivotal moves that reshaped the industry and cemented FanDuel’s leadership: the early and aggressive investment in product and marketing, the courage to push for state-by-state legalization of fantasy sports and then sports betting, and the foundational decision to put customer experience and responsible gaming at the center of the business from the very beginning.

"Well before I showed up, the company endeavored to build trust and loyalty," she explains, "setting us apart as a legitimate, entertainment-focused offering—not just another fly-by-night betting platform."

These strategic choices meant FanDuel didn’t just compete in the U.S. market—it defined the category. These moves now underpin a much larger growth story. At a recent Flutter Investor Day, leaders outlined how the U.S. addressable market has expanded by 50% from earlier projections, with new opportunities emerging not just in sports betting and casino gaming, but also in Canada.

What explains FanDuel’s sustained edge? Rikki sees it in the powerful combination of FanDuel’s deep instinct for the U.S. consumer and Flutter’s global scale. "Competitors try to follow," she says, "but they often lack either the global depth of Flutter’s capabilities or FanDuel’s local market instinct". This combination allows FanDuel to be nimble enough to move quickly, while also being robust enough to rapidly scale global best practices. As Rikki puts it, "That’s tough to replicate."

Leading through strategic partnerships

Rikki is focused on building strategic systems and programs that go beyond simply gaining entry into new states through traditional legislative paths. Her role is centered on a proactive, long-term approach to market development and security, which involves "identifying and seizing opportunities that fundamentally alter how we expand our footprint and defend favorable operating conditions". This strategy has a dual focus on growth and sustainability. She works to build bridges with complex stakeholders, including tribal nations and brick-and-mortar casinos, and helps shape regulatory outcomes through coalitions and advocacy.

This approach is part of FanDuel's broader commitment to building a responsible, long-term industry. Success isn't just about launching in new states like California or Texas; it's also about demonstrating significant economic impact, funding independent research, and investing in community programs to create conditions for a healthy and responsible industry. FanDuel's parent company, Flutter, provides a crucial global advantage, as Rikki emphasizes they aren't just looking for U.S.-centric solutions. Instead, they learn from how Flutter's other brands build relationships in international markets, which informs their strategies for everything from structuring complex agreements to addressing black markets and tax mitigation.

As the company continues its growth, Rikki believes that stakeholder management will become an even more foundational element of FanDuel’s long-term strategy. She considers governmental affairs (both state and federal) and partnerships to be central to the multidisciplinary strategies that drive desired outcomes. This focus on forging alliances will increasingly shape their regulatory strategies and help create sustainable market conditions. Her job, she says, is a constant and rewarding challenge, motivated by the tangible impact her work has on FanDuel's trajectory and the high caliber of the team.

A career navigating high-stakes challenges

Day-to-day, Rikki describes her role as a constant and generally rewarding challenge. She routinely meets with a wide range of stakeholders, including lobbyists, tribal leaders, advocacy groups, potential partners, and internal teams. Navigating the shifting landscape of regulations and defending hard-won positions requires immense focus and stamina. As SVP of Market Development, she says her motivation comes directly from the tangible impact of her work: every state opened or defended directly shapes FanDuel’s trajectory.

Amid the intensity, one memory stands out that perfectly captures the unpredictable nature of the industry. On election night in 2024, Rikki wasn't watching the presidential race; she was intently focused on the Missouri sports betting ballot initiative. At midnight, it looked as if the initiative had failed. But by morning, the numbers had tipped just enough, with a final tally of 50.01%—a margin of about 3,000 votes. That overnight swing from what appeared to be a decisive defeat to a narrow victory perfectly illustrates the stakes and the unpredictability of the industry. "It’s moments like that," she says with a grin, "when the work, the teamwork, and the stakes all collide—that will make you say: What. The. Flutter."