Churchill Downs Incorporated (Nasdaq:CHDN) is dropping the BetAmerica name and relaunching its iGaming platform and sportsbook under its TwinSpires brand, which has since 2007 been the Kentucky-based company’s online pari-mutuel wagering business.

The move to a “single brand strategy” will begin with Churchill Downs’ launch in Michigan where online sports betting is set to launch in mid-January. So far, 15 sportsbooks have been approved for launch in what is the twentieth state to legalize online sports betting. Pre-registration deals are already being offered to Michiganders by DraftKings and Flutter Entertainment‘s Fanduel.

Transition timeline:

Following the Michigan launch, other BetAmerica retail and online sportsbooks will make the transition to TwinSpires in the first half of 2021. The brand is live in Pennsylvania, New Jersey, Mississippi, Michigan, Indiana, and Colorado.

President and Chief Operating Officer for Churchill Downs Inc., Bill Mudd explained in an official press release that brand recognition and history were the key reasons for the rebrand…

“Our TwinSpires brand has consistently delivered over 13 years and is associated with more than a century of wagering experience. That history and heritage offers a unique point of difference in a competitive space.

“We remain focused on building a profitable sports betting and iGaming business that provides our customers with an integrated experience alongside our horse racing wagering platform. The transition to TwinSpires not only generates marketing efficiencies, but also allows us to deliver a more complete overall experience to our growing online wagering customer base.”

BetAmerica 2020 launches:

On September 24, 2020, Churchill Downs opened its BetAmerica Sportsbook at Bronco Billy’s Casino in Cripple Creek, Colorado, after its sports betting and iGaming platform partnered with Full House Resorts for the retail book’s launch. The following day, the BetAmerica-branded sportsbook opened at the Island Resort & Casino in Harris, Michigan.

Technology change:

Last summer, the Louisville-headquartered casino and horse racetrack operator also overhauled its BetAmerica online gambling brand when it switched onto GAN platform and a Kambi sportsbook.