In the dynamic and fast-evolving online gaming industry, a major technological shift has taken place with Barstool Sportsbook & Casino’s migration to theScore’s technology platform. Penn Entertainment, the parent company of Barstool Sports, recently announced the successful completion of this significant move, marking a major stride in their long-term strategy to achieve technological independence.
Penn Entertainment first entered into a partnership with Barstool Sports back in 2020, acquiring a 36% stake, and later proceeding to acquire the remaining shares in 2022. Previously, Barstool Sportsbook had been powered by Kambi, a third-party software provider. However, with the aim of bringing all components of its online gaming operation in-house, Penn Entertainment decided to transition Barstool Sportsbook to its own tech stack, which it had acquired as part of a $2 billion deal with Canada-based theScore in 2021.
This move comes after theScore Bet, which had initially been powered by Bet.Works, a different third-party supplier, migrated onto the proprietary tech platform in July 2022. Barstool was set to follow in this transition.
The completed migration now spans all 16 US states where Barstool Sportsbook operates. This transition not only signifies Penn’s achievement of technology independence but also enhances the overall Barstool Sportsbook product offering. The new tech stack is designed to be highly stable and scalable, allowing for expansion into new markets and adaptation to evolving regulatory requirements. Additionally, the platform upgrade includes several improvements to the Barstool app, such as enhanced navigation and search functions, a broader range of betting markets, more personalized user experiences, faster loading, deposit and withdrawal times, and deeper integrations with theScore media app.
Penn Interactive head Benjie Levy noted that this migration was a complex project requiring extensive coordination and planning. He commended the team for executing this project on time and with minimal disruption to customers. Levy emphasized that this move puts the experienced in-house team, who built the platform from scratch, in full control of the end-to-end customer journey and all product development. This technological infrastructure is expected to provide a world-class online sportsbook and casino experience to customers in the U.S.
The migration process, however, involved additional one-time fees paid to Kambi, including a $12.5 million early termination fee and another $15 million for transition services. Despite these extra costs, Penn Entertainment is confident that the move will significantly enhance its product offering.
Jay Snowden, president and CEO of Penn Entertainment, described the migration as a milestone achievement. He expressed that having full control over their product and roadmap will lead to improved operational efficiency and the ability to quickly introduce new features, bespoke promotions, and wagering markets. He praised the Interactive team members for their tireless work in ensuring a successful, on-schedule migration, which better positions the company to compete in the online gaming space.
This migration is a part of a broader trend in the iGaming industry where companies are increasingly seeking to own their technology stacks to improve operational efficiency, customer experience, and market responsiveness. The transition of Barstool Sportsbook to its proprietary platform aligns with these industry trends, indicating a significant step towards technological self-reliance and enhanced customer service.
For further reading on this topic and to gain more insights into the online gaming industry, interested readers can explore sources such as the official Penn Entertainment website, Barstool Sportsbook, and NEXT.io for industry news and technology updates. Additionally, keeping an eye on the latest developments in the iGaming sector through platforms like theScore can provide a broader understanding of the evolving landscape of online gaming.
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