Can TwinSpires outperform BetAmerica after a revision in PA and IN?

Churchill Downs continued the rollout of his TwinSpires betting brand launched in two new markets last week.

TwinSpires went live Pennsylvania and the company said in a press release.

In both markets it was renamed from the old one BetAmerica Name and switched to a new technology platform.

What Churchill Downs said

“As the official betting partner of the Kentucky Derby, the Pennsylvanians already know us as the home of online horse racing,” he said Ian Williams, President of TwinSpires.

“We are now excited to expand our product to online sports betting and casino games, and look forward to bringing those in Keystone the best online and mobile products, promotions and offers in the market.”

Williams made a similar statement on launching Indiana, highlighting the fact that the company is based just over the border in Indiana Louisville.

“We were thrilled to launch our cutting-edge sports betting app so close to your home,” added Williams.

Why the rebranding?

Churchill Downs previously said it was renamed to TwinSpires because of the name recognition. That’s the name it uses for its online horse racing product.

A single brand also reduces marketing costs and helps cross-sell horse racing, CD said.

As part of the overhaul the company moved out SBTech Technology too GAN and warehouse.

Indeed, a change was required. BetAmerica previously had less than one 1% handle content in PA.

Shaky start for TwinSpires in MI

The new states mark the second and third markets for TwinSpires since the brand overhaul.

It started in first Michiganwhere the initial returns were a little overwhelming. Sports betting mattered 0.8% by Griff in March. The company also posted negative net sales thanks to its incentive efforts.

Of course, it’s early days and the company still has a lot of market ahead of them before they can focus more on the product.

Other stores that are to be converted in the first half of 2021 are:

  • Colorado
  • Mississippi
  • New Jersey

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