After two decades of being shut down because it had no license to operate in any state in the US, Betcris is back - and it's armored with a US sports betting license from Arizona. In 2007, it was banned under the Unlawful Internet Gaming Enforcement Act because it only had a license issued in Malta. Now, twenty years on, it is all set to take over the online sports betting space, in Arizona, at least.

Almost two decades after halting operations in the United States, Betcris is making a comeback. On Friday, the Chief Executive Officer of Plannatech Adam Bjorn made an announcement regarding the brand's return on X (formerly Twitter), marking a prime development in the US sports betting landscape.

The reentry comes through a partnership with the San Carlos Apache Tribal Gaming Enterprise, with Betcris securing a license from the Arizona Department of Gaming. While initial industry speculation suggested that Plannatech would use its Prime Sportsbook brand in Arizona, the official announcement revealed otherwise. Instead, Betcris will go live in the state this week, reviving a name familiar to experienced bettors.

A familiar name returns to the US shores

Betcris, which operates under a Maltese gaming license, has long been a prominent player in Latin America. The brand ceased operations in the US following the enactment of the Unlawful Internet Gaming Enforcement Act (UIGEA) in 2007. This federal legislation restricted banking transactions tied to online gambling sites, forcing many international operators to exit the market.

Unlike its Latin American operations, which are managed by TV Global Enterprises, Betcris's US return will be under the umbrella of Plannatech, a UK-based company. Founded in 2015, Plannatech initially focused on business-to-consumer operations but underwent a strategic transformation in 2019 to prioritize business-to-business services as a sportsbook platform provider.

Challenges for Prime Sportsbook

The other brand of Plannatech, Prime Sportsbook, has faced challenges in the US market. Known for its customer-friendly approach, which includes avoiding bet limits or account restrictions, Prime Sportsbook has struggled financially. In New Jersey, revenue figures remain undisclosed, but its performance in Ohio has been less than stellar. Since launching in the state in September 2023, Prime Sportsbook has recorded losses exceeding $416,000 through November 2024.

In contrast, Betcris brings a stronger brand reputation to Arizona. Regarded as a 'sharp' platform catering to professional bettors, Betcris's established name may attract a loyal customer base. Arizona's proximity to Las Vegas could further boost its appeal among seasoned bettors and local residents alike.

A shifting Arizona market

Betcris's partnership with the San Carlos Apache Tribal Gaming Enterprise replaces WynnBet as the group's sportsbook partner. This move comes amidst a turbulent period for smaller operators in Arizona. Several brands, including Unibet, TwinSpires, Betway, Betfred, and Fubo Sportsbook, have exited the US market altogether after launching in the state.

Betcris joins a competitive field that continues to evolve. Another operator, Sporttrade, also recently secured a license in Arizona and is expected to debut later this year.

Implications for the sports betting industry

Betcris's return signals a noteworthy shift in the US sports betting industry. Its established reputation, particularly among professional bettors, positions it as a potential disruptor in Arizona's competitive market. The brand's return also showcases the strategic importance of partnerships with tribal gaming enterprises, which have become pivotal players in the US gambling sector.

For Plannatech, the launch of Betcris in Arizona represents an opportunity to solidify its presence in the US market. While the challenges faced by Prime Sportsbook illustrate the difficulties of competing in an increasingly saturated industry, the revival of the Betcris brand could mark a turning point for the company.