TheScore Bet Gets Go-Ahead To Offer Online Sports Betting In Colorado

Posted on August 7, 2020 - Last Updated on August 13, 2020

The number of online sports betting options in Colorado continues to climb “Rocky Mountain high.” The latest coming attraction will be theScore Bet Colorado.

Earlier this week, the CO Division of Gaming gave theScore Bet its license to offer betting markets in the state. It’s a brand with a robust media arm that could aid greatly in its marketing.

Details on pending theScore Bet Colorado launch

The license was the final regulatory hurdle for the sportsbook. It had already secured market access through a partnership with Jacobs Entertainment.

Jacobs operates The Gilpin Casino and The Lodge Casino, both in Black Hawk. Jacobs elected to use one of the online skins it gets under The Lodge’s master license for this deal.

The retail sportsbook already bears the Westgate SuperBook brand, so theScore Bet will only have an online presence.

John Levy, the founder of theScore, gave some insight in a press release as to when to expect the launch.

“We can’t wait to launch theScore Bet in Colorado later this month and showcase our incredible betting product to the passionate sports fans there. This regulatory approval is another significant step toward theScore Bet’s multi-state expansion as we roll out our uniquely integrated media and betting experience across the country.”

The integrated media that Levy referred to is what could make theScore Bet a unique product. The company essentially intends it to be a one-stop-shop for sports fans.

Is theScore Bet a betting product or a sports media product?

The answer to that question is yes.

The company built its business by providing online sports content. It does so in a variety of mediums such as online articles, podcasts and video.

The sportsbook is just another extension of the same thing for theScore. It isn’t uncommon for sports media companies to include betting odds and cover sports betting in their normal activities.

You could say that theScore has cut out the middleman and it provides those markets itself. There’s a distinct advantage to doing so.

Instead of generating content that acts as de facto advertising for other sportsbook brands, all of theScore’s media channels will promote its betting product. That means an opportunity to convert readers into customers.

For example, when a person in CO searches for insight into the next Denver Nuggets game, they may land on an article about the contest on theScore. From there, placing a bet on the NBA game will be a few easy clicks or taps away.

The sportsbook market in CO is growing ever more crowded, so it’s imperative for operators to be unique. The massive media network theScore operates checks that box.

Derek Helling Avatar
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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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