Last Friday (January 24), Plannatech's CEO, Adam Bjorn, announced the return of the brand on his X account (formerly Twitter).
When Plannatech announced that it had received a license in Arizona through a partnership with San Carlos Apache Tribal Gaming Enterprise, the industry assumed it was Prime Sportsbook, the brand used by Planantech in New Jersey and Ohio.
However, the announcement that the group had achieved approval from the Arizona Department of Gaming gave the opportunity for Betcris to be the platform that will be launched sometime this week.
The Latin American brand operates under a Maltese gambling license and is available in several markets across the continent. Before the enactment of the Illegal Internet Gaming Enforcement Act (UIGEA) in 2007, the company operated sports betting in the United States, but withdrew when the new law banned banking transactions linked to global sites.
Betcris officially arrives in the United States
In addition, it should be noted that the Latin American group Betcris is operated by TV Global Enterprises, not by Plannatech, however, under a partnership, they will promote each other. The latter is a brand based in the United Kingdom that offers B2B services as a sports betting platform. The company was founded in 2015, but indicated that it began a "business transformation" in 2019 to focus on the B2B space.
On the other hand, Plannatec's other brand, Prime Sportsbook, was established as a bookmaker that did not limit or distance customers. There are no exact figures available on the company's revenue in New Jersey, but since its launch in September 2023 in Ohio, it has not performed well in terms of gross gaming revenue. As of November 2024, Prime Sportsbook has lost more than $416,000 in betting reserves in the state.
Within the betting community, Betcris is also considered a "smart" bookmaker and comes with a brand much more recognizable than Prime. Given Arizona's proximity to Las Vegas, the brand could attract professional gamblers there, in addition to Arizona residents.
In this way, Plannatech is replacing WynnBet as a sports betting partner of San Carlos Apache Tribal Gaming Enterprise. Several smaller traders launched in Arizona only to leave the US market completely, including TwinSpires, Unibet, Betway, Fubo Sportsbook and Betfred.
However, Betcris is not the only new operator that will debut in Arizona. The sports betting house Sporttrade also obtained a license in the state recently and should be launched sometime this year.