ESPN Bet Prepares For Nov. Launch, Barstool Rebrand Confirmed To Be Cosmetic

Additional details have been revealed surrounding the ESPN Bet rebranding of the PENN Entertainment sports betting app Barstool Sportsbook. ESPN Bet will look to fully launch in November of 2023, an ideal time when bettors can wager on the NFL, NBA, college football, NHL, and college basketball.

While the rebrand will feature a new design, the overall tech operation will be essentially the same. With the relaunch just a month away, ESPN Bet will hope to climb into the top four sports betting operators when it comes to market share, something Barstool Sportsbook looked to do in the past.

November 2023 Launch Confirmed For ESPN Bet

Following a recent meeting between PENN Entertainment and the Massachusetts Gaming Commission, additional details have been revealed regarding the $2 billion partnership between ESPN and PENN. The partnership will feature a rebrand of PENN’s former sports betting app Barstool Sportsbook as ESPN Bet. This original deal was confirmed back on August 8, 2023, as Bartool Sportsbook marketing by PENN was put to a stop.

The meeting confirmed a November 2023 launch for ESPN Bet, meaning bettors will be able to immediately start wagering on everything from the NFL to college basketball from the start. Additionally, the company will increase its staff to focus on essentials such as customer service and responsible gaming.

Relaunch Will Mostly Feature Cosmetic Changes

Longtime Barstool Sportsbook users will be happy to know that the Barstool Sportsbook rebrand will mostly be a re-skinning of the current platform. According to EGR, the ESPN Bet app will overall operate the same as the classic Barstool Sportsbook app.

While Barstool used to operate its sportsbook with technology from sports betting service provider Kambi, in July the online betting app began using its very own developed tech. PENN Interactive will also continue to serve as the owner and operator of the sports betting app following the relaunch.

What To Expect From ESPN Bet Market Share

Once ESPN Bet undergoes its full launch in the month of November, the sports betting community will be eagerly watching how the platform stands up to the competition. A September 2022 report from iGaming Business gives some insight into the total market share held by different sports betting operators.

The numbers reflect how dominant the top mobile sportsbooks are, with FanDuel (36.9%) and DraftKings (24.7%) at the top. After that come big names in the casino industry such as the MGM Resorts International app BetGM Sportsbook (14.9%) and the Caesars Entertainment platform Caesars Sportsbook (6.6%). Coming in a fifth in the report was Barstool with 5% market share, beating out BetRivers, PointsBet, and WynnBET. Barstool has even competed for the fourth spot in market share in states such as Massachusetts.

It’s worth noting that, in addition to the planned rebranding for Barstool, plenty has changed since this report was released. A new platform has entered the market with the launch of Fanatics Sportsbook Online, which is looking to expand across the U.S. Plus, plenty of states have rolled out legal sports betting since the report came out, with the launch of Maryland, Ohio, Massachusetts, and Kentucky sports betting.