Prime Sportsbook launched in Kentucky earlier this week, and the company promises an old-school sportsbook that will cater to all its customers in each of its three states of operation.
Prime Now Live in Three States
Prime Sports isn’t threatening to shake up the duopoly of FanDuel and DraftKings, which reportedly controls 73% of the Kentucky market. However, it is putting a different spin on booking sports that is often lost on today’s technocrats.
Prime is now live in Kentucky, New Jersey, and Ohio; thus, they have become a niche sportsbook in a fiercely competitive and crowded mobile sports betting market.
“This is a new product that will be constantly evolving,” Prime Sportsbook told customers. “If you run into an issue, our support team is standing by to assist via chat, call, email, or text.”
Prime Sports launched in Kentucky on Monday, and it is now the ninth sportsbook operating in the Bluegrass State. The company partnered with horse racing company Churchill Downs to access the Kentucky market and received its license seven months ago before launching.
Although Prime Sports had initially intended to launch in time for the Kentucky Derby, the company has gone live in time for the lucrative NFL and college football seasons. The sportsbook promises a different and refreshing experience from some of the more popular sportsbooks and is utilizing the services of UK-based Plannatech to run its platform.
Old School Prime Sports
The sportsbook welcomes sharps and pros without threatening to reduce limits like some of its competitors. Lower vigorish, higher limits, and personal customer service are the hallmarks of this throwback sportsbook.
“It’s just simple, basic, old-school bookmaking,” said Plannatech Chief Operating Officer Adam Bjorn last year.
Prime Sports is the brainchild of industry executive Joe Brennan Jr., who is the executive chairman of the company. He believed Adam Bjorn, an industry veteran and the COO of Plannatech, was the perfect partner to appreciate his old-school mindset.
Brennan summed up his perspective on the U.S. mobile sports betting industry by saying, “What happened after PASPA is everyone went running to the Brits. It was actually kind of disturbing—you had all these American casino companies operating for a half-century in Vegas, and I always figured they’d extend their reach out to New Jersey and other places.
“Instead, they panicked and went to the Brits, who have been doing this online stuff for decades. They had the tech but also brought over this style of betting that was inconsistent with the U.S. marketplace. It was low stakes, [and] the bookmaker could limit you if you strung together some wins or found you dangerous.”
Prime Sports initially launched in Ohio in September 2023 before getting the green light to operate in New Jersey in April 2024. Despite the fact that they are not as splashy as some of the other operators, nor does their budget afford the same level of marketing and bonuses as others, they do have a certain appeal for those who desire a different experience.
