SuperBook Makes a Splash in Colorado’s Sports Betting Market

Las Vegas-based SuperBook Sports is set to launch its first retail location outside of Nevada in Colorado. In partnership with Jacobs Entertainment, the company will launch The SuperBook at the Lodge Casino in the city of Black Hawk. SuperBook Sports currently operates its flagship retail outlet at the Westgate Las Vegas Resort & Casino and has an established online presence in Colorado, launching an online mobile app in late 2020, SuperBook executives are planning on creating a complete end-to-end experience for customers at The Lodge.

The new SuperBook outlet is set to be located on the second floor of the Lodge and will be home to 28 screens, streaming events from around the globe. Customers will be able to place bets on the Super Sports app or at any of the retail kiosks on the casino floor. SuperBook Sports are one of the most successful sportsbooks in the US, having been in business for over thirty years. Former Denver Broncos legend Mark Schlereth is set to make the first wager at the opening this Friday.

Colorado Locals set to take charge in a new retail venture

SuperBook is led by Executive VP Jay Kornegay, a Colorado native. The long-time sportsbook executive is recognized as an industry icon, with more than two decades of experience in the industry. The SuperBook Sports executive is clearly excited to be operating in his home state. 

 “We could not be more excited for the grand opening of The SuperBook at the Lodge Casino. It is a perfect fit for our initial expansion outside Las Vegas. We will continue to focus on what sets us apart, better odds, favorable pricing and an extensive wagering menu. Having a partner with the stellar reputation and well-known brand of The Lodge will only make us that much better,” Kornegay said.

The Lodge and SuperBook Sports have several events lined up to generate buzz amongst customers, according to Head of Marketing Kristin Mackey.  “We look forward to creating an experience not only on the day of the opening, but every day, where both the most sophisticated players along with novice sports bettors feel like they can sit back and enjoy the game. We are creating an atmosphere that is grounded in the traditional sportsbook experience,” Mackey commented.

Sportsbooks continue to struggle in Colorado

It’s been a rough 12 months for sportsbooks in Colorado, thanks to the COVID-19 pandemic. As the restrictions are gradually lifted, Casino executives are hoping for some positive returns. Sportsbooks have struggled, with online wagering taking up the majority share of the market.

There are more than twenty online operators working across the state, making it one of the more competitive markets in the legalized sportsbook business. The remoteness of the major gambling hubs from residential areas continue to throw a spanner in the works. The Lodge is hoping that the experience of SuperBook Sports in Nevada can help bring players back through the door.