Prime Sports to Become Ninth Online Sportsbook in Kentucky

Kentucky sports bettors will have a new option for placing wagers in 2025.

On Tuesday, the Kentucky Horse Racing Commission (KHRC) approved Plannatech's application to launch its Prime Sports platform. The approval means that just over a year after launch, the market will have nine sportsbooks. The operator has not offered a launch date as of yet, but hopes to be live ahead of March Madness.

Plannatech targeted Kentucky as the third market where its Prime Sports platform will be available. While it isn’t the largest US market, the state saw over $2.1 billion in wagers through online sportsbooks in its first year. Part of that success has come from a larger-than-expected group of big bettors and sharps placing large wagers.

Prime Sports is a good option for all bettors, but they are especially appealing to high-stakes bettors. The platform doesn’t offer many promotions but charges customers less on each wager. That means Prime Sports always has industry-leading odds, putting more money into winners' pockets.

Once launched, Kentucky will join Ohio and New Jersey as the three markets where Prime Sports is available.

Crica and Prime Finally Square Off

Prime Sports is attempting to find a niche in the US sports betting industry by following the lead of Circa Sports. The Las Vegas brand has expanded to five markets thanks to targeting sharps and high rollers. Like Prime, they offer better odds in exchange for fewer promotions. The strategy has worked, giving the Circa platform a strong reputation among high-stakes bettors.

Prime and Circa have not lived in the same market, but the Kentucky launch will change that. If Prime is able to make a dent in Circa’s market share, it could lead to one or both changing their strategies. That could mean more promotions and/or better odds could become available for bettors in the Bluegrass State.