OPINION: SuperBook Sportsbook Can Take Over Nationwide

• SuperBook is located in five states with plans to hit double digits over the next year and a half.
• Great operations, not marketing, will be the key driving force in SuperBook’s return to the top.

LAS VEGAS – SuperBook Sportsbook – a name that rings true for many older sports betting players who frequented Nevada pre-PASPA.

Nowadays, many are familiar with FanDuel, DraftKings, BetMGM, or Caesars as this group dominates the US sports betting market share. In fact, in most states with legal sports betting, these “big 4” account for nine of out of every 10 dollars bet at sportsbooks.

But SuperBook is making their own moves, expanding out of Las Vegas into Colorado before last year’s NFL season start date. Now, a SuperBook Sportsbook is in five states with more on the way.

• Nevada
• Colorado
• New Jersey
• Arizona
• Tennessee

Last week, SuperBook finalized a deal with the Baltimore Orioles in hopes to launch a retail sportsbook inside Oriole Park at Camden Yards before the 2023 MLB season begins. Launching their Vegas sportsbook in 1986, SuperBook has even more plans to add sportsbooks over 30 years later.

FC Cincinnati recently announced a partnership, adding a sportsbook around TQL Stadium as well as a mobile sports betting app. Additionally, Mark Lipparelli noted a potential expansion into Indiana and “at least 10 states within the next 18 months”.

But their expansion won’t come by spending millions on marketing, according to Executive Vice President Jay Kornegay.

“We’re trying to carve out our own niche in the business just like we’ve done” said Kornegay. “We’ve never spent the kind of money some of our competitors have spent and we’ve been very profitable. We just believe in our product and our brand.”

Betting Contests And Reliable Providers

The SuperBook SuperContest is its own marketing strategy. Active for over 30 years, SuperContest expects about a third more entries than it had last year (1800).

With over $1 million available as prizes, the $1,000 buy-in helps NFL betting fans stay engaged from start to finish. Winning is always difficult – last year’s winner went 62-28 ATS – but mini contests allow for more winners this season.

Another way SuperBook can continue its growth in the US is their reliable connection to International Game Technology (IGT).

Westgate plans to replace the Vegas operations with them next year and currently use IGT as the provider for all of their US sportsbooks outside of Nevada.

IGT is becoming the nationwide provider, located in roughly two dozen states. They have links to SuperBook competitor in FanDuel (Ontario) but are set up well, adding a focus to in-stadium betting.

IGT stock is up 350% from its March 2020 COVID-19 crash, trading at around $20.45 at time of writing.

News tags: Arizona | Baltimore Orioles | Colorado | IGT | Indiana | Jay Kornegay | Mark Lipparelli | Nevada | New Jersey | Ohio | SuperBook | SuperContest | Tennessee | TQL Stadium