Prime Sports: How Does the Sportsbook App Compare?

New Jersey has a new entrant in the online sports betting market: Prime Sports. Without much marketing or paid promotions, Prime Sports fully launched its online sportsbook in the Garden State last week on April 3

This is the second state that Prime Sports launched, coming after Ohio in September 2023. Prime expects to expand its footprint in the USA soon, with a potential launch in Kentucky next.

How can Prime Sports make an impact in markets that feature multiple sports betting apps? Let’s look at what makes them unique.

Setting a Clear Demographic Target

Prime Sports, currently operating under the sports betting license of Ocean Casino Resort in Atlantic City, has a clear demographic target despite a crowded wagering market in New Jersey sports betting.

According to the company’s executive chairman, Joe Brennan Jr., Prime Sports is targeting the business of high-volume bettors and professional bettors by guaranteeing that those customers won’t be limited like other sportsbooks.

Prime Sports is well aware of the challenges having operated in Ohio – which has more than 20 sports betting entities – for a few months now. Odds pricing advantages, customer service, and allowing high-volume wagers on most markets are some of the methods by which Prime is differentiating itself from the competition. 

Regarding Prime’s position against competing sportsbooks, the company has been clear that its strategy has been to start slowly, keep its operating costs low, and scale up to be a strong player in the second tier of operators. Case in point is their marketing spend in Ohio in February. According to Ohio Casino Control Commission reports, Prime spent $938 in promotional expenses but still picked up a significant handle in a crowded state.

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How Did Prime Sports Start?

Prime’s business strategy has been fairly clear from the start: keep marketing costs low and target a specific audience. In February, Prime managed to collect sports betting handle in excess of $10 million according to the Ohio Casino Control Commission. That was the ninth-highest handle. 

Going back a bit further, Prime Sports was launched after noticing that most sportsbooks sought betting assistance from suppliers in the UK, which is a far more mature gambling market than the USA, following the Supreme Court striking down PASPA in 2018. Brennan said that the UK had advanced sports betting technology but didn’t understand the culture as well as local providers.

Unlike its competitors, Prime welcomes arbitrage betting. Both Brennan Jr. and the sportsbook’s X accounts repost arbitrage wagers. In addition, betting limits are shown directly to the user when placing a wager. There won’t be any surprise limits placed on the account.

The formula is similar to Circa Sportsbook, with transparent limits and an active social media presence. Without the immediate name recognition of some other brands, it’s an alternative way to gain a sports betting audience and increase market share.

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