Smarkets has made its US debut, soft launching its SBK sportsbook app in partnership with Colorado’s Full House Resorts.
The technology group has branded its US Colorado debut as a major strategic achievement for the SBK product, less than a year since its sportsbook inception.
Last September, Smarkets rolled out its proprietary built SBK sportsbook, a next-generation betting platform which combines the firm’s flagship betting exchange prices with custom-built social engagement features, delivering a brand-new experience for sports punters.
Backing US developments, CEO and Founder Jason Trost said: “Ten years after the Smarkets exchange went live in the UK, this is another massive landmark for us as a business.
“It is our mission to upend this old-fashioned industry so I’m excited for Americans to enjoy some of the best odds in the world, as well as the carefully crafted customer experience we provide compared to the big sportsbooks.”
Smarkets undertakes its US debut with independent casino group Full House Resorts, the operating company of Bronco Billy’s Cripple Creek Casino in Colorado.
This May Colorado officially opened its regulated sports wagering marketplace, having secured State Senate approval last November.
Despite the marketplace being at its nascent stage, Colorado’s Gaming Control Commission is reported to have authorized 35 sportsbook licenses, which will see Smarkets compete within a crowded field.
Sportsbook first movers in the Centennial State include FanDuel, DraftKings, FOXBet and BetRivers.com.
The state further awaits the launch of William Hill and MGM Resorts ROAR Digital property and Betfred USA in partnership with the Black Hawk Saratoga Casino.