Nearly 20 years after shutting off action to U.S. customers, Betcris is returning to America.
On Friday, Plannatech CEO Adam Bjorn announced the brand’s return on X.
When Plannatech announced it received a license in Arizona via a partnership with San Carlos Apache Tribal Gaming Enterprise, the assumption around the industry was that Prime Sportsbook, the brand used by Planantech in New Jersey and Ohio. However, the announcement that Plannatech was receiving a license from the Arizona Department of Gaming did not mention Prime by name. Instead, it will be Betcris going live sometime this week.
The Betcris brand operates under a Maltese gaming license and is available in a number of Latin American market. Prior to the enacting of the Unlawful Internet Gaming Enforcement Act (UIGEA) in 2007, the company was taking wagers in the U.S., but pulled out when the new law prohibited banking transactions tied to gambling sites.
The Latin American Betcris group is operated by TV Global Enterprises, not Plannatech. Plannatech is a UK-based brand offering B2B services as a sportsbook platform. The company was founded in 2015, but noted it began a “business transformation” in 2019 to focus on the B2B space.
Plannatec’s other brand, Prime Sportsbook, established itself as a sportsbook that did not limit or turn away customers. Exact figures are not available for the brand’s New Jersey revenue, but since launching in September 2023 in Ohio, the sportsbook has not done well when it comes to gross gaming revenue. Through November 2024, Prime Sportsbook has lost over $416,000 booking bets in the state.
Within the betting community, Betcris is also considered to be a “sharp” sportsbook and comes with a much more recognizable brand than Prime. Given Arizona’s proximity to Las Vegas, the brand could appeal to professional bettors there in addition to Arizona residents.
Plannatech is replacing WynnBet as San Carlos Apache Tribal Gaming Enterprise’s sportsbook partner. Several smaller operators have launched in Arizona only to exit the U.S. market altogether, including TwinSpires, Unibet, Betway, Fubo Sportsbook and Betfred.
Betcris is not the only new operator set to debut in Arizona. The sports betting exchange Sporttrade also obtained a license in the state recently and should launch sometime this year.
