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One operator will experience a significant turning point with the introduction of Michigan online gambling. Churchill Downs Incorporated will merge its online betting platforms under TwinSpires Michigan, marking a company-wide shift away from the BetAmerica brand.
According to Legal Sports Report, CDI has been using TwinSpires as its horse racing wagering brand since 2007. Additionally, the company had BetAmerica as its brand for sports betting and iGaming in various states.
Michigan will be introducing online gambling this month, with TwinSpires Michigan joining a total of 15 sports betting operators and 15 online casino platforms as the market develops.
TwinSpires Sportsbook to debut in Michigan
CDI has been promoting TwinSpires Sportsbook in Michigan through digital advertising for over a week now. Through Facebook ads, they are encouraging customers to sign up with their email addresses in order to receive future updates.
Since September, TwinSpires has been accepting online horse racing bets in Michigan, presenting a potential cross-selling opportunity as well.
Bill Mudd, president and chief operating officer of CDI, stated that the TwinSpires brand has consistently proven itself over a span of 13 years, with a rich history of wagering experience spanning over a century. He emphasized that this extensive history and heritage sets TwinSpires apart in a highly competitive industry.
CDI plans to initially extend the TwinSpires brand in Michigan prior to replacing BetAmerica in other states. This transition is set to occur nationwide within the first half of this year.
At present, BetAmerica is operational in the states of Colorado, Indiana, Mississippi, New Jersey, and Pennsylvania.
Mudd emphasized our commitment to developing a lucrative sports betting and iGaming enterprise that offers our customers a seamless integration with our horse racing wagering platform.
Moving to TwinSpires not only boosts our marketing efficiencies but also enables us to provide an enhanced overall experience to our expanding online wagering customer base.
The TwinSpires sportsbook, casino, and horse betting platforms aim to provide users with a smooth transition between various online gambling options.
Another last-minute development for TwinSpires Michigan
In Michigan, CDI has a track record of successfully accomplishing tasks just in time.
In September of last year, TwinSpires launched its online horse betting platform in Michigan, just in time for the Kentucky Derby.
On September 10, the BetAmerica Sportsbook opened at Island Resort Casino in Harris, near Escanaba, marking the company’s debut of legal sports betting in the Upper Peninsula. It coincided with the first night of the NFL season, making it an auspicious occasion.
During the first half of this year, TwinSpires confirmed to Playinmichigan that the BetAmerica Sportsbook at Island Resort will undergo a rebranding and operate under the name TwinSpires.
LSR reports that BetAmerica’s share of handle in PA was less than 1%. Additionally, the company has transitioned its technology platforms from SBTech to GAN and Kambi.
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