Three Barstool-branded sportsbooks will be opened by the end of the week in three regional casinos owned by Penn National Gaming.
According to the Pennsylvania-based casino operator, Barstool sportsbooks will open on December 23 at the Greektown Casino Hotel in Detroit, Michigan and at the Hollywood Casino Lawrenceburg in Indiana. Meanwhile, another Barstool sportsbook will be launched at the Ameristar East Chicago Casino & Hotel on Christmas Eve.
The Barstool sportsbook at Greektown is located at the second floor adjacent to the table gaming area. Meanwhile, Penn National rebranded the the existing sportsbooks situated in the entrance to the casino floor of Hollywood Lawrenceburg and by the entrance of Ameristar East.
Per Penn National SVP of Regional Operations Rafael Verde:
“The new designs incorporate the spirit of the Barstool Sports brand, resulting in unique sports wagering and dining experiences that we expect our customers will thoroughly enjoy.”
Part of the Rollout
The opening of the three sports betting shops is part of the rollout discussed by Penn National Gaming CEO Jay Snowden during the company’s third-quarter conference call last October. It can be recalled that Penn National Gaming kicked off the launch last month at the Ameristar Black Hawk in Colorado.
All three new locations feature a sports viewing area and dining space. It also has a betting counter with a large odds board, numerous betting kiosks, and ticker writing stations. The wagering area is close to the dining area and has several television sets showing different sports action from across the country.
Increasing its Reach
Penn National Gaming hopes to change and increase the reach of the demographic make-up of its customer base which is currently made up of the 45 and older age group. Last January, Penn National acquired a 36% stake of the sports media platform Barstool for $136M.
With the acquisition, Penn National hopes to take advantage of the estimated 66 million viewers of its website and social media content to improve its market standing. Currently, Penn National operates 41 gaming locations in a total of 19 states. That number will soon increase to 42 and 20, respectively, as it announced last week the purchase of the Hollywood Casino Perryville in Maryland.