Barstool Sportsbook Officially Switches to In-House Tech

Barstool Sportsbook is using theScore's technology while making a switch.

Dave Bonderoff

Last Updated: July 18, 2023 2:00 PM EDT • 4 minute read

A step by PENN Entertainment’s Barstool Sportsbook two years in the making to improve their online sports betting platform was finally completed on Friday. The site will now be able to better compete with the best sports betting apps.

Barstool Sportsbook shut down for three days during the slowest sports betting period on the calendar to switch its tech platform away from Kambi. It's moving to the proprietary technology suite that came with their $2.1 billion acquisition of theScore back in 2021.

The change is expected to enhance the Barstool online brand as the company maintains and even increases its presence in the North American legal sports betting market. It's growing to join the best sportsbooks and betting sites.

“Migrating onto our proprietary technology platform and introducing a fully upgraded Barstool Sportsbook is a milestone achievement,” Penn CEO and President Jay Snowden said. “Having full control of our product and roadmap will lead to improved operational efficiency and the ability to quickly introduce new features, bespoke promotions, and wagering markets.”

Much desired technology independence was one of the goals following PENN’s acquisition of theScore in 2021. It took until now for the plan to come to fruition.

What it means for Barstool

Barstool Sportsbook had been partners with Kambi in providing sports betting since 2021. But the relationship's inevitable end came with PENN National's acquisition of theScore, a company that boasts its own top-tier technology suite.

It is hoped and expected that Barstool's new and improved technology will strengthen the sports betting brand and allow it to gain bigger market share in the U.S.

Barstool expects that its migration to theScore's technology will "increase platform stability and is designed to be easily scalable to expand into new markets and meet evolving regulatory requirements."

“With this proven technology powering a significantly enhanced Barstool Sportsbook, we are primed to deliver a world-class online sportsbook and casino experience to customers in the U.S,” added Benjie Levy, the head of Penn Interactive and president and COO of theScore.

What it means for the Barstool customer

Barstool Sportsbook customers are seen as some of the most loyal in the sports betting business. Penn Entertainment hopes to bring in a new batch of "stoolies" while improving the wagering experience for their existing clientele in the sportsbook's 43 properties across 20 U.S. states, along with their 17 online markets (16 U.S. states as well as Ontario), and 5 iCasino jurisdictions.

The new technology promises to:

Streamline navigation of the Barstool site and improve search options
Increase sports betting markets for new and existing customers, including more wide-ranging player props and live betting markets
Provide faster load times and quicker deposit and withdrawal options
Give better cash-out capabilities
Promote personalization as well as better promotions for Barstool users
Enhance integration with theScore app

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PENN on the rise

PENN’s Barstool Sportsbook has strived to be one of the top sports betting destinations in the U.S. market since it launched back in 2021. Although recognizable, the company has yet to touch the numbers some of its rivals reach, including FanDuel and DraftKings.

However, the company forecasts between $6.37 billion and $6.81 billion in profits for 2023. It started well with $1.67 billion in revenue through the first quarter of this year. That number represents a 7% increase compared to the first quarter of 2022.

A better product in their 16 existing U.S. markets and the ability to expand should certainly help with the company’s lofty earnings goals and plans. Eyes will be on the product to see if expectation does indeed meet reality with regard to Barstool’s improved technology suite.

Written by:
Dave Bonderoff

Dave Bonderoff and betting go hand-in-hand. Both are characterized by "odds". Dave fancies himself as one of the most dedicated sports and pop-culture junkies around, to the chagrin of his family and friends. Following sports for 50 years and writing about it for 20, Dave hasn't found a sport yet that can't contribute to 2-3 straight hours of couch time. That search remains ongoing. As a good old Canadian boy, hockey is in Dave’s heart, as is curling sadly. But evolution is a real thing and that’s why football, baseball, and just about every sport on the planet has become a passion. Dave isn’t afraid to kill some time obsessing over politics or the far-too-frequent awards shows the consume the airwaves.