BlueBet Severs Market Access Deal With Horseshoe Hammond

Posted on July 3, 2024

Australian sports betting operator BlueBet has pulled out of a deal with Horseshoe Hammond Casino that would have allowed it to do business in Indiana.

The move is part of BlueBet’s decision to evaluate its overall gaming strategy in the US.

BlueBet and Horseshoe Hammond entered into a 10-year agreement in 2022. The deal laid the groundwork for the launch of the company’s ClutchBet online sportsbook brand in Indiana. However, the two companies agreed to end the partnership after about two years.

Indiana law requires sports betting operators to partner with an in-state gaming company or professional sports team to gain market access. Indiana sports betting currently includes more than 15 licensed operators, but not all of them have gone live.

BlueBet will continue to run sportsbook in three states

According to a press release from BlueBet Holdings Ltd on July 1, the company has “commenced a strategic review of its US operations.” It said it intends “to focus on its three existing US B2C (business-to-consumer) markets of Iowa, Colorado, and Louisiana.”

It also “plans to roll out its B2B (business-to-business) sportsbook-as-a-solution offer.” The company recently inked a deal to provide that product in Ohio.

Horseshoe Hammond Casino and BlueBet have mutually agreed to terminate their market access agreement. BlueBet had planned to offer a mobile sports betting app in Indiana in the near future. The Australian company had created BlueBet Indiana LLC to serve as the holding company to run the proposed sportsbook.

BlueBet one of the top domestic sportsbooks in Australia

Earlier this year, BlueBet announced its intention to purchase Betr and fold that sportsbook into its Australian consumer betting product.

In Australia, BlueBet is among the leading domestic sports betting operators, offering odds on many sports favored by consumers there, such as Australian Rules Football, Rugby Union, and cricket.

BlueBet was founded by Micheal Sullivan, who was once the CEO of William Hill Australia, where he headed up gaming for Caesars Sportsbook and Casino, which purchased it in 2021.

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Dan Holmes

Dan Holmes is a contributor for PlayIndiana with plenty of experience under his belt. Dan has written three books about sports and previously worked for the National Baseball Hall of Fame and Major League Baseball. He also has extensive experience covering iGaming and the launch of sports betting in states, including Ohio and Maryland, and the sports betting props — Prop 26 and Prop 27 — in California. Currently, Dan is residing in Michigan with his family.

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