Four months after its official debut, theScore Bet has rapidly established itself as the freshest face in the crowded U.S. sports betting market. PENN Entertainment completed the full rebrand of its online sports betting platform from ESPN BET to theScore Bet on December 1, 2025, coinciding with the launch of legal wagering in Missouri. The move marks the end of a high-profile but short-lived partnership with ESPN and the return of PENN’s original Canadian-rooted betting brand to American shores.
The Rebrand Story
PENN Entertainment and ESPN mutually agreed to terminate their exclusive U.S. online sports betting deal in early November 2025, more than two years ahead of the original ten-year contract. The partnership, which launched ESPN BET in 2023, failed to deliver the expected market dominance despite heavy marketing. Under the early termination terms, all payments to ESPN ceased by the end of 2025.
PENN immediately pivoted to theScore Bet, a brand it already operated successfully in Ontario, Canada. The transition was seamless: existing ESPN BET users retained their accounts, login credentials, and betting history. By December 2, 2025, the app had automatically updated for millions of users across 21 jurisdictions.
Current Availability Across the U.S.
As of March 30, 2026, theScore Bet is fully live and accepting wagers in exactly 21 states and the District of Columbia. The roster includes major markets such as Pennsylvania, New Jersey, Michigan, Arizona, Indiana, and the newly added Missouri. The platform operates both as a standalone sportsbook app and in deep integration with theScore’s flagship sports media application.Standout Features That Are Winning UsersTheScore Bet differentiates itself through tight integration with one of North America’s most popular sports media platforms, which boasts approximately 4 million monthly active users. This media-betting synergy delivers real-time scores, news alerts, and personalized content feeds directly inside the betting experience.
Key features driving early adoption include:
- Hundreds of Pregame and In-Play Markets: Full coverage of NFL, NBA, MLB, NHL, NCAA football and basketball, PGA Tour, UFC, ATP/WTA tennis, and international soccer leagues.
- Same-Game Parlay Builder with Real-Time Odds: Users can construct complex parlays on the fly as games progress.
- Early Cash-Out Options on Most Wagers: Available pre-game and live, giving bettors flexibility to lock in profits or cut losses.
- Lightning-Fast Load Times and Navigation: Built from the ground up for mobile, with sub-second odds updates.
- Bet Tracking Dashboard: Detailed progress monitoring for live and settled bets, including advanced analytics on win probability.
- Crypto Deposits and Withdrawals: Supported in seven jurisdictions, alongside traditional banking methods.
- Free-to-Play Daily Challenges: Cash prizes for correct predictions in non-monetary contests, designed to engage casual fans.
- Responsible Gaming Tools: Facial recognition verification, customizable deposit limits, and one-tap session time reminders.
App store ratings reflect strong early reception: 4.7 out of 5 on Apple and 4.2 out of 5 on Google Play.
Early Performance and Market Impact
Internal data shared by PENN Entertainment shows theScore Bet captured 4.2% of the national U.S. sports betting market share in its first 90 days of operation — the fastest launch growth recorded for any new entrant since Fanatics Betting & Gaming debuted in 2023.Competitor reaction has been immediate. Several established operators reported a 6-8% decline in new-user acquisition in overlapping states during January and February 2026. Analysts project theScore Bet could reach 12% national market share by the end of 2026 if current momentum holds.
Market Share Snapshot – First 90 Days (December 2025 – February 2026)
| Operator | Estimated National Share | Change Since theScore Bet Launch |
|---|---|---|
| DraftKings | 32% | -1.2% |
| FanDuel | 28% | -0.9% |
| BetMGM | 14% | -0.7% |
| theScore Bet | 4.2% | New entrant |
| Fanatics | 9% | -0.4% |
| Others | 12.8% | -1.0% |
The platform’s success is partly credited to cross-promotion with theScore media app. Users who engage with sports news and stats are 3.8 times more likely to place a bet within the same session.
Executive and Analyst Perspectives
PENN Entertainment CEO Jay Snowden commented in the company’s Q4 2025 earnings call: “The transition to theScore Bet was smooth and strategic. By leveraging our own media asset with 4 million monthly users, we created a deeply connected experience that traditional sportsbooks simply cannot match. Early results exceed our internal targets.”
Sports betting consultant Chris Grove of Eilers & Krejcik Gaming added: “theScore Bet’s integration model is unique in the U.S. market. While most operators fight for attention through bonuses alone, PENN is building a full sports ecosystem. This could prove to be a game-changer for customer retention and lifetime value.”
What This Means for Bettors
For sports fans already using theScore for scores and highlights, the new betting app eliminates the need to switch between multiple platforms. Casual bettors benefit from contextual odds tied directly to breaking news, while sharp players appreciate the depth of micro-markets and rapid live updates.
Promotional activity remains aggressive. New users in eligible states can access deposit-match bonuses up to $1,000 in bonus bets, alongside ongoing risk-free first bets and parlay insurance offers.
Looking Ahead
PENN has confirmed plans to pursue additional state licenses throughout 2026, with North Carolina and additional Midwest markets high on the priority list. The company is also expanding its standalone iCasino product under the theScore Casino banner in select jurisdictions.With the 2026 FIFA World Cup and NFL season on the horizon, theScore Bet is positioning itself as a serious contender rather than a short-term experiment.
References
- PENN Entertainment Press Release: “theScore Bet Now Live In 21 U.S. Jurisdictions,” December 1, 2025
- PENN Entertainment Q4 2025 Earnings Call Transcript
- Eilers & Krejcik Gaming – Q1 2026 U.S. Sportsbook Market Share Report
- theScore Bet App Store Listings (Apple and Google Play, updated March 2026)
- Sports Business Journal: “Penn completes betting platform rebrand to theScore Bet,” December 1, 2025
The arrival of theScore Bet has injected fresh competition into a maturing U.S. sports betting landscape, proving that media integration and user experience can still disrupt even the most established players.
