Kentucky Approves Ninth Sports Betting License for Prime Sports

Michael Savio
By: Michael Savio
12/12/2024
Sports Betting
Photo byNavin75, via Wikimedia Commons
Photo by Navin75, CC BY-SA 2.0

Key Takeaways

  • Prime Sports will be Kentucky’s ninth online sportsbook
  • The platform targets big bettors by offering the most valuable odds
  • Kentucky generated over $37 million in tax revenue from the first year of sports betting

The Bluegrass State’s sports betting market is about to get a bit bigger.  

The Kentucky Horse Racing and Gaming Corporation has announced it approved Prime Sports for one of the state’s sports betting operation licenses. The approval took place on Tuesday, though the launch date for the new online sportsbook has yet to be announced. Once Prime Sports goes live, Kentucky will have a total of nine sportsbooks.

The state will represent the third US market in which the platform is available.

Prime Sports Targeting Sharps

The Plannatech-operated platform is made for bettors looking to place larger-than-average wagers. They target sharps and other betting experts by charging players less for each bet. This means Prime Sports almost always has the most favorable odds but lacks some of the promotions common among other operators.

This approach is similar to that of Circa Sports, which is already live in Kentucky. The launch will end Circa’s run as the premier site for big bettors, but time will tell if they can lure customers away from the Las Vegas brand.

Launch Unlikely to Happen During NFL Season

While Plannatech hasn’t provided a launch date for Prime Sports, it is unlikely to happen during the last few weeks of the NFL season. That means there won’t be an incentive for a speedy launch, though the operator will want to have things up and running before March.

Unlike many US sports betting markets, Kentucky is obsessed with college basketball. The University of Kentucky and Louisville have long and proud traditions that have led to legions of loyal fans across the state. That led to over $256 million in wagers last March; many believe that number will be even higher in 2025.

Kentucky Sports Betting Continues to Thrive

Kentucky had big expectations when it launched sports betting, but they were quickly and easily surpassed. The state has seen over $2 billion in wagers from the first year of legal sports betting. That generated over $37 million in tax revenue, far exceeding the original projections.

Things aren’t slowing down in year two as we await the state’s number from the final weeks of the college football land NFL seasons.

Michael Savio covers the US online casino industry, giving readers insights and information they won’t find anywhere else. He has followed the retail industry since his time living in Las Vegas and has continued to do so as the online industry has taken off. Michael covers everything from online casino reviews to industry news, making him one of the most trusted insiders in the business. Check out Michael’s latest articles at casinos.com to see what he has to offer!