The rebrand
PENN Entertainment ended its ESPN BET partnership in late 2025 and relaunched its US sportsbook brand as theScore Bet in December 2025; folding ESPN BET into PENN's wholly-owned theScore property. The Colorado rollout went live December 19, 2025.
PENN had paid ESPN roughly $1.5 billion across the multi-year partnership to license the ESPN BET brand. The split was mutual, with PENN signaling a strategic move back toward its theScore-built content-and-betting integration model.
Account migration
Existing ESPN BET Colorado users had accounts and balances migrated automatically. Login credentials remained the same, deposit/withdrawal history transferred, and the iOS/Android apps updated in place; though users had to manually re-accept terms on first launch under the new brand.
Outstanding bonus bets transferred with the same expiration dates. Pending wagers settled on the original ESPN BET ticket without disruption. PENN handled the operational transition cleanly.
What's new
The single biggest product change is deeper integration with the theScore content app; scores, news alerts, and bet tracking are now unified in a single product, which no other Colorado operator matches. theScore has long been one of the most popular sports-content apps in the US; the betting integration plays to that strength.
PENN Play loyalty replaced ESPN BET's standalone rewards. PENN Play points earn on every wager and redeem across PENN's casino properties nationwide, including Ameristar Black Hawk (theScore Bet's Colorado retail partner).
What's not
Sportsbook product depth is largely unchanged. The same Kambi-powered platform underpins both apps, so market coverage, live-betting menus and prop variety are similar to the ESPN BET experience.
The retail sportsbook at Ameristar Black Hawk continues to operate under the theScore Bet brand. Cash transactions, ticket redemption and in-person customer service all carried through the rebrand without changes.