Pigskin parade

In spite of high hold percentages and no brick-and-mortar venues, Tennessee sports books came out of the blocks at a blinding pace. November handle was $131.5 million, the most for any first month in any state, ever. (Indiana debuted at $35 million, the previous record, and it took New Jersey four months to top $130 million.) Revenue was $13 million, of which $2.5 million flows into state coffers. In explaining the phenomenon, PlayUSA analyst Dustin Gouker said that “The best-ever launch for online sports betting is perhaps a surprise to some, but Tennessee also debuted with enormously favorable circumstances, many of which came by design. First, it debuted in the heart of the NFL and college football seasons in a region that is particularly football crazy.”

DraftKings, FanDuel, BetMGM and local Action 24/7 were the immediate beneficiaries of the betting surge. The New Year brings the entry of William Hill, WynnBet and BetAmerica but they’ll have a lot of catching up to do and none except William Hill rivals the brand equity of three of the four first movers. (It seems Barstool Sports is missing an opportunity here.) Concluded Gouker, “The next question is when and if Tennessee will challenge Colorado and Indiana in terms of overall market size. It appears sooner than anyone expected.”

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