Circa Sports Finds Its Way Into Colorado For Legal Sports Betting

Posted on February 10, 2020 - Last Updated on April 7, 2020

As more states legalize sports wagering, the opportunities for sportsbook brands grow as well. Circa Sports is one of the latest such brands to expand into a new market.

The Las Vegas-based brand now has a market access deal with Century Casinos. While there are still some details to hash out, the sportsbook could go live quickly.

Circa Sports aiming to go live in Colorado very soon

Century Casinos operates two facilities in the Centennial State. Those casinos reside in Central City and Cripple Creek.

It’s unclear in a press release whether Circa will operate the retail sportsbooks at both or either of the casinos. The release does mention online wagering, however.

Century still has two more skins available, so it’s possible that the deal with Circa could be for online betting only. Circa operates a retail book in Las Vegas, so Colorado would represent the first foray into this type of wagering.

If Circa’s only presence in Colorado will be online, getting to market at first crack may not happen. That’s partially out of Circa’s hands.

Why Circa may have to wait before going live in Colorado

In most states, it’s typical for retail sportsbooks to go live before online components. This is because it’s easier for regulators to inspect physical operations.

Colorado’s sports betting law imposes a moratorium on legal wagering until May 1. While May 1 is the first day that the law allows sportsbooks to accept wagers, there’s no guarantee yet that will happen.

The Colorado Limited Gaming Control Commission still has to approve each license holder before it can begin. Additionally, it takes time for sportsbooks to prepare for such inspections.

That process usually takes longer for online sportsbooks, but Circa expects to be ready for May 1. If that ends up being the case, bettors in Colorado could have a lot of options right away.

Circa could be part of a crowded field on Colorado’s first day

So far other sportsbook brands with online components in Colorado include Betfred, DraftKings, FanDuel and theScore Bet. All of those brands announced market access deals for Colorado prior to Circa, so it’s likely they are on pace if not a little ahead of Circa in preparations. There may still be more yet.

Because some of those competitors bring more name recognition to the market, it’s imperative for Circa to launch as quickly as possible. DraftKings and FanDuel are dominant operators in other states, and if they get a head start, they are likely to eat up most of the market in Colorado, as well.

Circa’s path to relevancy in Colorado is about more than just being live on May 1, however. The product must also be competitive in terms of user convenience, attractive odds and promotional programs.

If Century and Circa can work out a winning marketing campaign, they may be able to establish the brand in the Centennial State. Replicating their success from Las Vegas in Colorado through online wagering is no sure thing, but they have time to plan.

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Derek Helling

Derek Helling is a freelance journalist who resides in Kansas City, Mo. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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