Betting News 
PENN Entertainment CEO Jay Snowden initially promised that ESPN BET would be live in New York by late August, just in time for the college football season. However, as September begins and the NFL season looms, ESPN BET remains inactive in one of the country’s most crucial sports betting markets.
Delayed Launch Amid High Expectations
During the PENN Entertainment Q2 earnings report on August 8, Snowden announced the highly anticipated ESPN BET launch in New York. But despite those claims, the platform has yet to debut in the Empire State. The sports betting community expected ESPN BET to make a splash by the start of the college football season, but even as teams like Florida State have already played multiple games, the app remains unavailable in New York.
One challenge for ESPN BET in New York is the state’s steep 51% tax on online sports betting revenue, which could limit the promos and bonuses available to users compared to other state launches. Snowden emphasized this, noting that ESPN BET would take a “disciplined approach” to customer engagement due to the high tax burden.
Can ESPN BET Launch in Time for NFL Kickoff?
As the NFL season kicks off this Thursday, September 5, with the Kansas City Chiefs facing the Baltimore Ravens, sports betting operators are preparing for a massive influx of wagers. New York, being the largest sports betting market in the country, will be a pivotal battleground for ESPN BET. However, with the platform still dark in the state, it risks missing out on a crucial early season surge.
There are still prime opportunities for ESPN BET to capitalize on this weekend’s full slate of games, including the New York Giants vs. Minnesota Vikings on Sunday, September 8, and Monday Night Football featuring the New York Jets against the San Francisco 49ers on September 9. These matchups are high-stakes betting opportunities, but only if ESPN BET can launch in time.
Struggles in Other States and the Need for Strong NFL Performance
Since its initial launch in November 2023, ESPN BET has struggled to break into the top three of sports betting operators in many states where it’s licensed, trailing behind heavyweights like FanDuel and DraftKings. If ESPN BET hopes to gain ground on these market leaders, a strong performance during the NFL season is critical. Launching in New York, the most lucrative sports betting market in the U.S., will be key to achieving this.
Access to New York Through Wynn Acquisition
ESPN BET’s entry into New York was made possible through PENN Entertainment’s acquisition of Wynn Interactive Holdings’ New York online sports betting license earlier this year. In February, PENN finalized a deal to acquire WSI US, LLC from Wynn for $25 million, securing ESPN BET’s access to the highly coveted New York market.
This acquisition was a significant step, as PENN Entertainment previously failed to secure one of New York’s nine initial online sports betting licenses during its 2021 joint application with Fanatics Betting and Gaming and Kambi. That bid projected $1 billion in incremental tax revenue for the state over a decade but was ultimately unsuccessful.
Will ESPN BET Be Ready?
With the NFL season officially starting this week, all eyes are on ESPN BET to see if it can capitalize on the sports betting frenzy in New York. Launching by Sunday, September 8, or at the latest, Monday Night Football on September 9, could be critical for gaining a foothold in the competitive New York market. However, with no official launch date announced yet, ESPN BET is running out of time to make its mark.
