Seven months after getting its license approval, Prime Sportsbook is open for business in the Bluegrass State.
Key takeaways
- Prime Sportsbook became the ninth operator in Kentucky when it launched at 1 p.m. ET Monday.
- The online sportsbook partnered with horse racing company Churchill Downs.
- Prime is offering a first-time deposit bonus and a full menu of betting markets.
The mobile sports betting company announced Monday it launched at 1 p.m. ET, making Kentucky Prime's third market. Prime now the ninth online sportsbook to operate in the commonwealth.
Kentucky! We are now open for business!
— Prime Sportsbook (@primesportsbook) July 28, 2025
Partnered with Churchill Downs, the Plannatech-run platform told Covers in Dec. 2024 that its plan was to launch during a big event, like the 2025 Kentucky Derby. That didn’t happen, but Prime is still open in time for the highly lucrative football season. The first NFL preseason contest is Thursday, July 31, when the L.A. Chargers play the Detroit Lions in the Pro Football Hall of Fame Game in Canton, Ohio.
“Relieved to be open in Kentucky after multiple delays due to many different reasons,” Plannatech Chief Operating Officer Adam Bjorn told Covers on Monday. “For me, this was both a strategic yet mainly selfish move to push Prime Sports into this state.
“Strategically, already being in Ohio, plus six other bordering states, it gives Prime some opportunity to grab some nearby business, as well as now having full coverage of Cincinnati on both sides of the river. Add on the opportunity to partner with CDI for market access and operating in the home of horse racing.”
Prime began offering a full menu of betting markets on its first day, with plans to increase wagering options soon. The sportsbook is giving customers a first-time bonus on their initial deposit. The operator said it'll continue to add new deposit methods throughout the week.
“This is a new product that will be constantly evolving,” Prime Sportsbook told customers. “If you run into an issue, our support team is standing by to assist via chat, call, email, or text.”
A different approach
Prime Sportsbook caters to all players, but prides itself on taking a different approach than many of its competitors, welcoming professional and sharp bettors with no betting limits on winners.
The online operator also offers lower juice, higher limits, and fairer pricing than many competitors. Prime also has fast payouts and person-to-person customer service.
“It’s just simple, basic, old-school bookmaking,” Bjorn told Covers last year.
Another challenge
Kentucky gives Prime another competitive state to see where it stacks up. The online operator struggled to gain market share and revenue in its other two markets.
Prime hauled in a little over $108,000 year-to-date in New Jersey, the lowest amount among 15 Garden State operators. That’s after losing more than $127,000 in June while most other books enjoyed significant year-over-year profit increases.
In Ohio, the sportsbook had its best month ever, bringing in $1.09 million in revenue in May. However, its year-to-date profit total was just $1.15 million. Prime’s May handle ranked 10th highest among 14 Buckeye State online operators.
Competitive market
Kentucky is loaded with high-grossing competition in a growing market. FanDuel and DraftKings dominate the Bluegrass State, accounting for 73% of all dollars wagered since sports betting launched in September 2023.
Prime also goes up against other operators it faces in New Jersey and Ohio, like Caesars, BetMGM, ESPN BET, bet365, and Fanatics Sportsbook.
Kentucky online sports betting generated $205 million in May. Operators hauled in $25.6 million in monthly revenue. Since September 2023, bettors wagered nearly $4.6 billion, with operators producing over $510 million in profits. The Bluegrass State filled its coffers with over $71 million in tax income.
“I'm a horse betting guy dating back 40 years, add in more Bourbon distilleries than you can poke a stick at, and this gives me plenty of reasons to spend some quality time in the state building relationships with sports bettors, horse breeders, and Bourbon makers for many years to come,” Bjorn said.
