Prime Sportsbook Goes Live in Kentucky, Targeting Sharp Bettors in Crowded Market
Prime Sportsbook has officially launched its online operations in Kentucky, becoming the ninth operator in the state. The company is entering the highly competitive market with a pro-bettor philosophy, aiming to attract sharp players in a landscape dominated by industry giants.
A Strategic Entry into the Bluegrass State
Prime Sportsbook went live in Kentucky on July 28 at 1 p.m. ET, seven months after receiving its license. The company has partnered with horse racing giant Churchill Downs for market access. This marks the third state for Prime, which debuted in Ohio in September 2023 and launched in New Jersey a year later.
The move into Kentucky is a strategic one. Adam Bjorn, COO of Prime’s parent company Plannatech, said that being in Ohio and bordering states gives Prime a key advantage.
The Kentucky launch allows the company to have full coverage of the Cincinnati market on both sides of the Ohio River.
Prime is positioning itself as an alternative to the major operators by embracing a more traditional, “old-fashioned bookmaking” approach. The company has built its brand on welcoming professional and “sharp” bettors, a stark contrast to the common industry practice of limiting or banning successful players.
Prime’s model focuses on offering lower “juice” (the bookmaker’s margin), higher betting limits, and fairer pricing. This pro-bettor stance is the company’s core strategy for carving out a niche in a market saturated with big-name brands.
Facing a Competitive Gauntlet
The challenge for Prime will be immense. The Kentucky market is a gauntlet, with FanDuel and DraftKings commanding a staggering 73% of all money wagered since the state launched sports betting in September 2023.
Prime will also be competing against a host of other established operators it already faces in Ohio and New Jersey, including Caesars, BetMGM, ESPN BET, bet365, and Fanatics Sportsbook. The market is lucrative, with bettors wagering over $4.6 billion since launch, but breaking through the dominance of the top players will be a major test.
Prime’s track record in its other two states highlights the difficulty of gaining a foothold. The company has struggled to capture significant market share and revenue in both New Jersey and Ohio.
In New Jersey, Prime reported the lowest revenue of the state’s 15 operators, losing over $127,000 in June 2025. In Ohio, while its performance has been better, its handle still ranked just 10th out of 14 online operators in May. The Kentucky launch will be a crucial test of whether its unique, sharp-friendly model can succeed where a more conventional approach has yet to gain traction.
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