BetAmerica To Get Much-Needed Fresh Start In Indiana As TwinSpires

Churchill Downs is rebranding TwinSpires as its new comprehensive brand for horse racing, online casino, and sports betting.

Until now, TwinSpires and BetAmerica have been sharing these duties.

This move signifies the conclusion of the BetAmerica brand, which has had difficulty attracting the attention of gamblers across the country.

Churchill Downs consolidates gambling

TwinSpires, established in 2007, has only recently started offering horse race betting. BetAmerica, along with its sports betting and online casino services, also provides a racebook.

To put it briefly, two distinct companies are vying for the attention of horse racing bettors at Churchill Downs.

Churchill Downs will be able to maximize its resources by consolidating all its gambling services under one roof.

Ian Williams, the Online Gaming President of Churchill Downs, emphasizes that their focus is on creating the best experience for customers.

By following a single brand strategy, we can concentrate on merging our horse racing betting platform with our sports betting and iGaming business. This will offer our players the ultimate betting experience online and on mobile.

The company might benefit from gradually discontinuing the BetAmerica brand, but this won’t occur immediately.

The takeover of TwinSpires is set to commence in Michigan later this month. Finally, Indiana’s northern neighbor is on the verge of introducing online sports betting.

The rest of the country will require some time to adjust. Churchill Downs plans to phase out Indiana’s version of BetAmerica in the first half of 2021.

The company in Indiana will greatly benefit from the rebranding as BetAmerica hasn’t been particularly successful in the Hoosier State.

BetAmerica embarks on a fresh start in Indiana.

Since its launch in Indiana in December 2019, BetAmerica has experienced a fair amount of challenges.

This online sportsbook consistently performs the worst in the state, month after month.

In November, BetAmerica only accumulated a handle of $144,000. The next smallest amount in the state was Unibet’s haul of $1.8 million.

To put it differently, BetAmerica is trailing significantly compared to other sportsbooks. While competitors such as BetMGM have significantly advanced in the state, Churchill Downs' sportsbook has shown no progress.

The company has found the lack of progress frustrating, and it has also been a significant letdown for the sportsbook’s retail partner.

Rising Star Casino had anticipated that its collaboration with BetAmerica would generate additional revenue. However, this has not been feasible due to the severe underperformance of the sportsbook.

A lifeboat is thankfully on the way for Rising Star.

Recently, the casino joined forces with SBK Sportsbook, which is set to arrive in Indiana in 2021. Rising Star may have initially desired SBK as their online partner.

Should BetAmerica’s rebranding prove successful, it may boost momentum for the sportsbook in Indiana. The transition to TwinSpires could provide the company with an opportunity to create a fresh first impression on Indiana’s gamblers.

It won’t be possible to determine if the situation will get better until the rebranding is officially finalized. Meanwhile, Rising Star and Churchill Downs will be anxiously awaiting any signs of improvement from the sportsbook.