A licensing hearing in Massachusetts is providing insight into how Fanatics plans to run its sports betting sites, including the company’s intentions to cross-sell merchandise customers on legal gaming — a tactic that caused some concern for regulators.

The Massachusetts Gaming Commission (MGC) met again on Thursday to continue its review of Fanatics’ application for a mobile sports betting license in the commonwealth. The MGC’s review began on Wednesday.

BetFanatics is one of several operators seeking to offer online sports betting in Massachusetts, but it is also one of the more unique applicants. The MGC is technically reviewing an application from a company called FBG Enterprises Opco LLC, a subsidiary of Fanatics Holdings Inc., which also owns the massive sports-merchandise business of Fanatics.