TwinSpires is becoming Churchill Downs’ new all-in-one brand for horse racing, online casino and sports betting.
Up until now, TwinSpires has been splitting those duties with BetAmerica.
The move marks the end of the BetAmerica brand that has struggled to capture the interest of gamblers nationwide.
Churchill Downs consolidates gambling
TwinSpires has been around since 2007, but it’s only been able to offer horse race betting until now. BetAmerica also has a racebook, in addition to its sports betting and online casino services.
So in a nutshell, Churchill Downs has two different companies competing against each other for the attention of horse racing bettors.
Moving all of its gambling services under one roof will allow Churchill Downs to make the most of what it has.
According to Churchill Downs’ Online Gaming President Ian Williams, it’s all about creating the best experience for customers.
“Pursuing a single brand strategy allows us to maintain focus on integrating our horse racing wagering platform alongside our sports betting and iGaming business, which will provide our players with the ultimate online and mobile betting experience.”
Phasing out the BetAmerica brand might be a smart move for the company, but it won’t happen overnight.
The TwinSpires takeover will start in Michigan later this month. Indiana’s northern neighbor is finally about to have online sports betting.
Things are going to take some time for the rest of the country. Churchill Downs will be phasing out Indiana’s version of BetAmerica sometime in the first half of 2021.
That rebranding will be a much-needed change for the company in Indiana. BetAmerica hasn’t exactly been a hit in the Hoosier State.
A fresh start in Indiana for BetAmerica
BetAmerica has had its fair share of struggles since launching in Indiana back in December 2019.
Month after month, it’s routinely the worst performing online sportsbook in the state.
BetAmerica only managed to rack up a $144,000 handle in November. The next-lowest mark in the state was Unibet’s $1.8 million haul.
In other words, BetAmerica is way behind the rest of the pack. While other sportsbooks like BetMGM have made big progress in the state, Churchill Downs’ sportsbook has been stagnant.
That lack of progress has been frustrating for the company, but it’s also been a big disappointment for the sportsbook’s retail partner.
Rising Star Casino was hoping its partnership with BetAmeica would bring in some extra cash flow. That just hasn’t been possible with the sportsbook underperforming so severely.
Thankfully for Rising Star, a lifeboat is on the way.
The casino recently partnered up with SBK Sportsbook, which is coming to Indiana in 2021. SBK might end up being the online partner that Rising Star wanted from the start.
If BetAmerica’s rebrand goes well, it could finally pick up some steam for the sportsbook in Indiana. Changing to TwinSpires would give the company a chance to make a new first impression on Indiana gamblers.
There’s no way to know if the situation will improve until the rebranding is officially complete. Until then, Rising Star and Churchill Downs will be holding their breath for some signs of life from the sportsbook.
