PENN is now planning to rebrand its US sportsbook to theScore Bet, a
gambling brand that is already operational in Ontario, where it boasts around four million monthly active users, alongside doubling down on its core casino operations. But before diving into how PENN is
changing its digital strategy, it’s worth looking into how competitors are dealing with the evolving US gambling market.
For example, DraftKings is moving in a slightly different direction. In the company’s Q3 2025 earnings letter, the company’s CEO, Jason Robins, described prediction markets as a “significant incremental opportunity”. He stressed that they operate in a different space than traditional sports betting.
DraftKings is actively dedicating resources to expanding its prediction markets presence in the US – the company is preparing to launch DraftKings Predictions, a new regulated predictions platform pending final state approvals, which it hopes to roll out “in the coming months”.
Tis is part of a larger industry trend, as many prominent gambling operators are increasingly investing in both regulated gambling operations (like traditional sports betting and casino gaming) and prediction market products, aiming to capture emerging segments of sports fan engagement. On the other hand, PENN is taking a more focused and traditional approach, concentrating solely on regulated sports betting and iGaming to improve its core business and drive profits.
WHY PENN IS AVOIDING PREDICTION MARKETS
Jay Snowden, the CEO of PENN Entertainment, highlighted the growing presence of federally regulated prediction markets as a potential threat. He said that these platforms, which are currently legal across all 50 US states, could potentially expand into casino-style products, creating new forms of competition for traditional operators. Specifically, Snowden views them as a “major threat to the industry.”
Instead of focusing on these emerging markets, PENN is concentrating on regulated sports betting and iGaming, where it already has strong brand recognition. According to Snowden, the company will continue taking direction from state-level regulatory frameworks, avoiding the uncertainty that surrounds prediction markets.
An important element of the company’s strategy is the expansion of theScore Sportsbook in the US, building on the brand’s success in Ontario. PENN is aiming to accelerate growth in its highest-margin jurisdiction with renewed focus and resources to support the gambling brand. Tis also includes the expected launch in Alberta in 2026 for both sports betting and iGaming.
While PENN’s previous partnership with ESPN may have ended early, the company came out of the deal with a new database, successfully drawing over 2.9 million new users to its ecosystem.
Alongside sports betting, PENN is also focusing on its core casino and iGaming operations with the Hollywood Casino brand, targeting a wider demographic with an improved iCasino product pipeline, including expanded connectivity with the PENN Play loyalty scheme.
Ultimately, PENN’s new digital strategy focuses on leveraging its established brands (Hollywood Casino for iGaming and theScore for sports betting) while improving marketing and product innovation to maximise growth across regulated North American markets.
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