Betr Reveals Plans to Launch Kentucky Sports Betting App This Year

Betr Reveals Plans to Launch Kentucky Sports Betting App This Year
Fact Checked by Michael Peters

Another sportsbook is joining the Kentucky sports betting market this year.

On Tuesday, Betr Holdings announced the Bluegrass State would be one of four new markets for its sports betting app, with plans to launch there by the end of the year. The company founded by Joey Levy and Jake Paul 18 months ago currently offers its Betr Picks daily fantasy game in Kentucky.

In a release announcing the expansion, the Miami-based gaming and media company said the launch of the fantasy app last summer has positioned it to more than double its sports betting footprint.

“Through the success of Betr Picks, we have validated that our playbook of simpler and more intuitive user experiences built for casual fans on the product front, and original short-form video built for the next generation of sports fans on social media on the distribution front, are winning strategies for rapidly and efficiently scaling a new real money gaming business in the U.S,” said Levy, who also serves as Betr’s CEO. “The data we are seeing not only suggests that we are building a large and highly profitable real money gaming and media business, but that we are doing so by bringing new users into the category.”

Besides Kentucky, Betr announced access deals in Colorado and Pennsylvania on Tuesday. It already has rights in Indiana and has applied for a license in Maryland to go with the sports betting licenses it holds in Ohio and Virginia. The company also announced it would not renew its Massachusetts license.

Must be 21+ and physically located in a jurisdiction where Betr Picks operates to participate. T&Cs Apply.

Sandy’s To Partner with Betr in Kentucky

Betr’s sports betting app initially focused on microbetting, also known as in-game, markets before branching out into point spreads, moneylines and totals. It plans to roll out a new version of its sports betting app later this year.

Betr Sportsbook Kentucky will receive market access — provided the Kentucky Horse Racing Commission approves its application — through a partnership with Sandy’s Racing and Gaming, which operates a historical horse racing gaming hall and is building a quarter horse track in Ashland. EBCI Holdings, the commercial gaming arm of the Eastern Band of Cherokee Indians, is co-owner of Sandy’s and an investor in Betr.

EBCI Holdings is also Betr’s access partner in Indiana through Caesars Southern Indiana.

“Betr’s innovative suite of products and user-friendly app are truly cutting-edge technology, coupled with their unique approach to marketing and broadcasting sports-related content, creating a differentiated product offering within a rapidly growing market,” EBCI Holdings CEO Scott Barber said. “We are confident our expanded relationship with Betr will be a perfect fit in the great sports state of Kentucky.”

Bonus Bets Expire in 7 Days. One New Customer Offer Only. Must be 21+ to participate & present in KY. Gambling problem? Call 1-800-GAMBLER. Visit for Terms & Conditions. US promotional offers not available in NY, NV, or Puerto Rico.

About Betr

Levy and Paul generated buzz about their $50 million startup by announcing plans to acquire bettors by developing original online content. That includes content by Paul, a social media influencer and prizefighter. The social media content is designed to attract younger adults who consume sports and media differently than previous generations.

As it was getting ready to roll out in Ohio, Betr announced it would not allow any customers to make deposits using a credit card, and it would require bettors under 25 years of age to abide by a deposit limit of no more than $2,500 per month. Those steps, Levy said at the time, were part of the company’s commitment to responsible gaming practices.

Betr Picks, the company’s fantasy game, currently is open to anyone 21 and older in Kentucky. A spokesperson for the company said its entry into the Kentucky sports betting apps market will have the same age limit when it becomes available.

Must be present in KY and 21+ to participate. T&Cs apply.


Steve is an accomplished, award-winning reporter with more than 20 years of experience covering gaming, sports, politics and business. He has written for the Associated Press, Reuters, The Louisville Courier Journal, The Center Square and numerous other publications. Based in Louisville, Ky., Steve has covered the expansion of sports betting in the U.S. and other gaming matters.

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