Prime Sportsbook has officially launched in Kentucky, marking its third online market in the United States and continuing its expansion amid fierce competition in the sports betting landscape. The New Jersey-based operator went live in the Bluegrass State at 1 p.m. ET on Monday, joining an increasingly crowded field of online sportsbooks.

This debut follows approval from the Kentucky Horse Racing and Gaming Corporation, which granted Prime a sports betting license after evaluating its regulatory compliance and platform readiness. With this move, Prime becomes the ninth licensed mobile sportsbook in Kentucky, adding to its existing operations in Ohio and New Jersey.

Third State Launch Follows Delays

Prime Sportsbook’s launch in Kentucky comes seven months after the company received its license in late 2024. Initially, Prime had aimed to go live during a major event like the 2025 Kentucky Derby, but delays pushed the timeline closer to the start of football season.

“Relieved to be open in Kentucky after multiple delays due to many different reasons,” said Adam Bjorn, Chief Operating Officer of Plannatech, the parent company of Prime Sports, according to SBC Americas. “For me, this was both a strategic yet mainly selfish move to push Prime Sports into this state.”

Bjorn cited Kentucky’s location as a compelling reason for the launch. “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,” he explained.

The sportsbook has partnered with Churchill Downs Incorporated (CDI) to gain market access and bolster its presence in a state long associated with horse racing. Bjorn, who has a four-decade history with horse betting, noted his enthusiasm for establishing long-term connections in Kentucky’s horse racing and bourbon industries.

Prime’s Betting Platform Highlights and Approach

From day one, Prime Sportsbook is offering a comprehensive slate of betting options, along with a first-time deposit bonus to entice new users. The company has also pledged to expand its wagering choices and deposit methods over the coming weeks.

Emphasizing a more traditional style of bookmaking, Prime is taking a distinctive stance in how it serves its customers. The operator prides itself on accommodating sharp bettors, offering high limits, reduced juice, and fair pricing—features often not found with larger sportsbooks. “It’s just simple, basic, old-school bookmaking,” Bjorn said in a previous interview.

In an effort to stand out, Prime also promises fast payouts and direct, person-to-person customer support via phone, chat, email, or text. The company acknowledges its platform is still evolving, encouraging users to provide feedback if they encounter issues.

Competitive Landscape in Kentucky

Kentucky represents both an opportunity and a challenge for Prime. Since sports betting launched in the state in September 2023, the market has grown rapidly. In May 2025 alone, $205 million was wagered, generating $25.6 million in revenue. Overall, Kentucky bettors have placed nearly $4.6 billion in wagers, producing more than $510 million in total operator revenue and $71 million in tax revenue for the state.

However, Prime enters a highly competitive arena dominated by heavyweights. DraftKings and FanDuel alone account for 73% of all dollars wagered in Kentucky. Other major competitors in the state include BetMGM, Caesars, Bet365, ESPN Bet, Fanatics Sportsbook, and Circa Sports.

Looking to Gain Traction After Modest Start Elsewhere

Despite its ambitions, Prime Sports has struggled to gain significant market share in its other states. In New Jersey, the operator has reported year-to-date revenue of just over $108,000, with losses exceeding $127,000 in June alone—placing it at the bottom among the 15 active sportsbooks in the state.

Ohio has shown better performance for the brand, with May 2025 being its strongest month to date. Prime generated $1.09 million in revenue and reached a cumulative total of $1.15 million for the year. Still, the sportsbook ranked only 10th out of 14 operators in terms of handle.

With Kentucky added to its portfolio, Prime aims to carve out a stronger presence. Its regional proximity to Ohio, existing partnership with CDI, and tailored approach to sports bettors position the brand to test its model in a new and thriving market. As Bjorn noted, “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.”