Churchill Downs confirms new partners for online gambling

How BetAmerica Plans To Make The Most Of Technology Switch To Kambi, GAN

BetAmerica is getting an overhaul.

Churchill Downs Incorporated (CDI) confirmed on Thursday it plans to move its BetAmerica online gambling brand onto a GAN platform and a Kambi sportsbook.

Churchill Downs previously used SBTech for both, but the brand has made relatively limited headway in New Jersey and Pennsylvania.

Whats in it for Churchill Downs?

CDI said the switch to new technology providers would allow it to execute its digital expansion “more efficiently”.

“BetAmerica will benefit from the proven excellence of these market-leading providers,” said Bill Carstanjen, CEO of CDI.

The BetAmerica brand has significant potential, given CDI’s wide-ranging market access and retail footprint in the US. The company also runs the TwinSpires online horse racing betting platform, which could prove a rich source of customers. 

FanDuel, for example, has spoken frequently about the importance of the TVG horse racing network in acquiring new players.

And CDI might have found the right partners for the job. Kambi has experience cross-selling racing customers into sports through its partnership with Swedish racing operator ATG.

“It’s a pleasure for Kambi to be partnering with CDI and its BetAmerica brand, which has the potential to benefit from its market access and existing customer database,” said Kristian Nylén, Kambi CEO.

BetAmerica sportsbooks are currently available in New Jersey, Pennsylvania, Indiana, and Mississippi

GAN delivers on promise

GAN had previously mentioned the possibility of signing a ‘tier one’ US client at earnings calls, saying that client could generate $300 to 400 million in GGR within three years.

The provider’s CEO Dermot Smurfit added on Thursday: “We look forward to powering the BetAmerica brand with our highly optimized technology platform and enabling CDI to efficiently invest their marketing capital to attract loyal sports betting and iGaming players.”

GAN shares climbed 1% in pre-market trading on the Nasdaq, while Kambi climbed 2% in Sweden.

- Brad has been covering the online gambling industry in Europe and the US for more than four years, most recently as the news editor at EGR Global.
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