PENN Entertainment completes theScore Bet rebrand and launches in Missouri

• PENN Entertainment rebrands its US online sports betting platform to theScore Bet, now live in 21 jurisdictions.​
• theScore Bet launches alongside Missouri’s new sports betting market on December 1, 2025.​
• PENN opens retail sportsbooks at three Missouri casino properties on launch day.

PENN Entertainment has finished rebranding its online sports betting platform to theScore Bet. The app went live in Missouri on December 1, 2025. This marks the state’s entry into legal sports betting.

Existing users accessed the rebranded app that morning, and they were able to log into their accounts using their previous credentials after an overnight switch. Account details, bets, and gaming tools stayed unchanged.​

Live in 21 US states

theScore Bet now operates in 21 US jurisdictions, and it offers broad betting choices and quick performance. The app links directly to theScore sports media app for live updates and custom feeds​.

Commenting on the rebranding, Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment expressed enthusiasm.

“We’re pleased to introduce theScore Bet to millions of fans across the U.S, and welcome new customers in Missouri,” said LaBerge.

“We look forward to creating the same fan connection with theScore Bet brand in the U.S. as we’ve done in Ontario and delivering players more of what they want – rewards, offers, and creative promotions.”

ESPN Bet partnership ended early

The move follows PENN’s abrupt end to its ESPN Bet partnership. The two companies have jointly announced the early termination of their exclusive partnership in November 2025, citing unmet market share targets.

Following this move, PENN returned to its own theScore Bet brand from prior use. ESPN announced a new sports betting partnership with DraftKings, a dominant North American operator.

PENN runs three physical casinos in Missouri. These include Hollywood Casino & Hotel St. Louis, River City Casino Hotel in St. Louis, and Argosy Casino Hotel in Riverside. In all three locations, PENN is set to open on-property retail sportsbooks in conjunction with their online sportsbooks.

In total, PENN operates across 28 North American jurisdictions and has assets across casinos, racetracks, and digital betting. The PENN Play loyalty program serves over 33 million members.​

Missouri market entry

Missouri’s online gambling market officially opened on 1 December, with 9 total licenses awarded. However, Underdog Sports withdrew before launch to pursue prediction markets instead.

The brands currently live are bet365, BetMGM, Caesars, Circa, DraftKings, Fanatics, FanDuel and theScore Bet.

theScore Bet’s growth may draw more users through media ties. Investors will track potential cross-sell from retail casinos to online platforms. US states benefit from tax revenue as legal wagering spreads in markets like Missouri.​​