Prime Sports is expanding its reach by entering a new online sports betting market.
The New Jersey-based sports betting operator announced on Tuesday the launch of online wagering in Kentucky bringing its reach to three markets across America. Prime debuted in the Bluegrass State after being approved for a sports betting license by the Kentucky Horse Racing and Gaming Corporation’s board of directors in 2024.
Prime was granted approval to bring its wagering platform to Kentucky following a review of its licensing application and ability to comply with the state’s regulatory standards.
In addition to Kentucky, Prime also offers online wagering in Ohio and New Jersey. The operator made its U.S. market debut in September 2023 with its launch in Ohio.
A year later, Prime went live in New Jersey.
Prime brand, not BetCris
Plannatech, the owner of Prime, was awarded an event wagering license in August 2024 by the Arizona Department of Gaming through a partnership with San Carlos Apache Tribal Gaming Enterprise. Plannatech launched its BetCris brand in Arizona instead of Prime.
Prime entered Kentucky after former CEO Lee Terfloth left the company last year to take a role at Delaware North as the hospitality giant’s chief interactive gaming officer. Co-founder and former CEO Joe Brennan Jr. stepped away from his role with Prime in February.
Competition in Kentucky for Prime Sports
Prime is entering Kentucky after Circa Sports debuted a retail sportsbook this week.
Circa Sports opened the largest brick-and-mortar sportsbook in Kentucky at The Mint Gaming Hall at Kentucky Downs providing bettors with access to a 5,100-square-foot facility. The sportsbook houses an 80-foot LED screen and 113 stadium-style seats.
It also hosts an in-house Vegas Stats & Information Network (VSiN) broadcast studio.
Circa, which is active with online wagering in Kentucky, opened the permanent retail facility after operating a temporary brick-and-mortar sportsbook at The Mint last year.
The facility is expected to attract sports bettors from Tennessee being minutes away from the state boarder as the Volunteer State does not provide retail sports betting options.
In addition to Prime and Circa, Kentucky is also home to sports betting operators bet365, BetMGM, Caesars Sportsbook, DraftKings, ESPN Bet, Fanatics and FanDuel.
