PENN Entertainment and sports betting technology provider Kambi Group recently announced that they have officially extended their long-term retail sports betting partnership. The agreement, originally set to expire on December 31, 2025, will now continue until July 31, 2027. This extension covers the 30 casino properties that PENN currently operates in 13 states, providing a smooth transition window for PENN to advance its proprietary technology platform.
Extension of Agreement: Time to Develop In-House System
The core purpose of this partnership extension is clear: to give PENN more time. According to the new terms, Kambi's mature retail sports betting technology platform—including trading tools, betting terminals, Bring Your Own Device (BYOD) capabilities, and counter betting options—will continue to operate in PENN's casinos. This ensures that PENN's existing physical sports betting business can seamlessly transition without disruption while developing its own system. Kambi CEO Werner Becher stated that this extension "reaffirms Kambi's position as a trusted sports betting provider for leading operators."
Expanding in Missouri: New Stores and Brand Transition in Progress
As this extension agreement was reached, PENN is actively expanding its retail sports betting network in new state markets, particularly in the newly opened state of Missouri. PENN plans to open physical sports betting shops in three Hollywood and River City casino hotels in St. Louis and Kansas City, Missouri.
An interesting detail is that the initial brand plan for these new stores was "ESPN Bet," but as PENN decided to fully adopt "theScore" brand in the US market, the identity of these retail stores will also change. However, the company confirmed that despite the brand change, the three stores will still open on the first day of legalized sports betting in the state as originally planned.
Win-Win Cooperation During the Transition Period
In summary, this renewal agreement is a win-win arrangement. For Kambi, it consolidates its technology's continued application among mainstream casino operators in the US. For PENN, it provides crucial flexibility, allowing it to maintain existing high-quality customer experiences while steadily advancing its long-term proprietary technology strategy. The nearly two-year cooperation period will be a key transitional phase in the development of PENN's sports betting business.
(For more insights into global sports betting market partnerships and strategic trends, visit the PASA official website for in-depth industry analysis.)
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