Fanatics hasn’t made much of a dent in the sports betting space, but CEO Michael Rubin intends for that to change.

“I think we’re in the second or third inning of sports gambling,” Rubin said on Colin Cowherd’s podcast.

Since failing to secure a New York sports betting license during the state’s competitive bidding process, BetFanatics has been ramping up operations. BetFanatics is currently looking to hire more than 60 employees, though it remains unclear how its online operation will run.

“I think 10 years from now sports gambling is completely mainstream in most places in North America,” Rubin said, preaching patience. “I think the experience will also be demonstrably better.”