The SuperBook in Las Vegas has been an iconic brand and sports betting destination for decades. Now, it is expanding its presence to a new state for the first time.
Colorado will become the second state to have the SuperBook brand in partnership with Jacobs Entertainment, the company announced April 13. The SuperBook will bring its wagering menu to the Lodge Casino in Black Hawk, 50 miles outside of Denver.
Colorado sports betting is expected to launch May 1.
“We believe The Lodge is a perfect fit for our initial expansion opportunities outside Las Vegas,” Jay Kornegay stated in a press release.
Kornegay, a Colorado native who graduated from Colorado State University, is the longtime sportsbook director and current Vice President of Race and Sports Book Operations at the SuperBook.
When will the SuperBook launch in Colorado?
Kornegay told TheLines that the initial plan for a sportsbook (inside the Lodge) was by Aug. 1, prior to the 2020 football season. But those plans are in flux with COVID-19 impacting American lives and major sports on hiatus.
However, Colorado sports fans and bettors won’t have to wait long to open a SuperBook sports betting account. Online and mobile sports betting is approved in Colorado, and remote sign-ups are expected to start “sometime in May” Kornegay told TheLines.
Colorado will become the 18th state with a regulated sports betting market on May 1 when sportsbook regulations take effect. However, a number of operators are waiting for updates from sports leagues and health officials before proceeding, including the SuperBook, William Hill, Circa Sports and Colorado-headquartered PointsBet. Casinos remain shut down and the SuperBook launch will be updated as information is provided in the weeks ahead.
The Colorado Gaming Control Commission continues to have meetings and is still considering for license approvals for a number of sports betting operators, including the SuperBook and BetAmerica. Any potential delays in the May 1 start date for sports betting will be discussed and decided at a meeting on April 16.
Superbook vs. the field
The SuperBook is expanding into a very competitive state for sports betting operators with more than two dozen companies licensed for Colorado sports betting and more one the way at the April 16 Gaming Control meeting.
Mobile sports betting will be available within the state borders of Colorado. Bettors can create and fund an account remotely without physically traveling to any of the three cities in Black Hawk, Central City or Cripple Creek, which have 33 casinos.
That’s a big opportunity and attraction, as is the 10% tax rate on sports betting revenue. In what sets up to be a more level playing field and open competition for U.S. operators in Colorado, you can see why there has been a high volume of operators that have applied for sports betting licenses in Colorado.
“FanDuel and DraftKings don’t have quite the same database headstart they do on the East Coast,” PointsBet CEO Johnny Aitken told Legal Sports Report.
Kornegay agrees, telling TheLines that while “others have bigger marketing budgets, the SuperBook is prepared with strategies, experience and technology to open our playbook and put it into action in Colorado.”
Kornegay added that the book will operate differently outside of Nevada, recognizing other operators’ loyalty and marketing programs, menu sizes, and the volume of wagers that will be handled online and through mobile apps.
The SuperBook sports betting app will have upgraded technology and user-friendly options, and Kornegay said the new platform provider will be announced soon and is different from its Nevada Stadium platform.
The SuperBook already offers an expansive betting menu, but will add more wrinkles to its strategy and playbook with unique loyalty programs to compete. Added offerings and props with different betting options for local teams is likely added to its playbook to appeal to the loyal and true sports fans of Colorado.
SuperBook sets the standard
In February 2016, the $13 million SuperBook renovation was completed inside the Westgate in Las Vegas. At nearly 30,000 square feet, it is the largest sportsbook in the world and the most technically advance of its kind. The sportsbook includes the largest indoor video wall – 240 feet by 20 feet. While Circa Las Vegas prepares to open the largest sportsbook in the world later this year, the SuperBook is still the leader in offering the largest and most diverse betting menu in Nevada.
With an experienced and creative set of oddsmakers, the SuperBook will be ready and well prepared to tackle the competition, including upstart operators like FanDuel, DraftKings, PointsBet, theScore, Circa Sports, BetMGM and BetAmerica. Some of those operators are known for marketing plays like karma refunds, bad beat credits, and bigger sign-up promotions.
But the SuperBook has been a longtime market leader, providing the highest service standards to regular bettors. Notably, the SuperBook has the largest Super Bowl prop menu in Nevada, and will bring it to Colorado for fans and bettors to enjoy. You’ll see adjustments in bookmaking in the new Colorado market as the game unfolds and the playbook expands.
SuperContest coming to Colorado
Since 1989, the SuperContest has been the most prestigious pro football handicapping contest in the world. Over the past 6-7 years, the contest has exploded. Last year was the ninth consecutive record-setting year for the SuperContest as 3,328 entries paid $1,500 each. The winner took home $1.46 million.
The SuperBook plans to expand the SuperContest to Colorado upon approval from the Colorado Division of Gaming. That should be an added benefit for business as bettors create a mobile sports betting account through the SuperBook and sign up for the SuperContest. The SuperBook staff plans on giving the Colorado contest an identity. Perhaps something like “SuperContest Colorado,” or “Mile High SuperContest.”
Kornegay told TheLines that the Colorado SuperContest “will be a separate pool from Nevada but have the same format and rules with quarterly bonuses.” Participants pick five NFL games against a static point spread each week.
The difference is the entry fee, which will be $500 for the SuperContest in Colorado, versus $1,500 in Nevada. That price point will open up the contest to a larger pool of NFL fans and bettors. That’s a high-percentage pass completion as the SuperBook opens up its playbook in Colorado.