These licenses, tethered to the San Carlos Apache Tribal Gaming Enterprise and the Quechan Indian Tribe of the Fort Yuma Indian Reservation, mark a significant shift in Arizona’s competitive market, which has seen a series of recent exits by other operators.
A New Chapter for Arizona’s Tribes
The awarding of these licenses signals a fresh start for both the San Carlos Apache Tribe and the Quechan Indian Tribe, who have previously been involved in the Arizona sports betting market. The San Carlos Apache Tribe initially partnered with WynnBET, while the Quechan Tribe had aligned with Unibet. However, both partnerships dissolved earlier this year, leading to the need for new alliances.
Plannatech, a UK-based B2B platform provider, will take over the license vacated by WynnBET. The company has been expanding its presence in the U.S., supplying backend technology for Prime Sportsbook in New Jersey and Ohio. With this new license, Plannatech aims to bring a similar model to Arizona, potentially mirroring the success of other tribal-backed sportsbooks like Desert Diamond Sports, which operates under the Tohono O’odham Nation.
On the other hand, Sporttrade will fill the void left by Unibet’s departure from the Quechan Indian Tribe’s portfolio. Sporttrade operates as a peer-to-peer betting exchange, a unique model in the U.S. market. While the company is live in Iowa and Colorado, its flagship exchange is currently only available in New Jersey due to regulatory challenges in other states. Arizona’s entry represents the fourth market for Sporttrade, highlighting the company’s commitment to expanding its innovative approach to sports betting.
A Market in Flux
The Arizona sports betting market has been anything but stable over the past few months. Since launching in September 2021, the state has become one of the most competitive in the nation, with more than $17.7 million in wagers placed. However, this intense competition has led to the exit of several operators, including Betway, SaharaBets, and SuperBook, all of which cited various challenges as reasons for their departure.
Despite these exits, the market remains lucrative, as evidenced by the state’s May 2024 sports betting report, which showed a $568.5 million handle and $61.1 million in revenue. The dominance of major players like FanDuel AZ, DraftKings, BetMGM, and Caesars — who control over 85% of the market’s handle — has made it difficult for smaller or newer operators to gain a foothold.
Nevertheless, the addition of Sporttrade and Plannatech could introduce new dynamics to the market. Sporttrade’s CEO, Alex Kane, expressed optimism about the company’s Arizona entry, stating they are
“laser-focused on delivering a premium experience to folks in Arizona.” This sentiment reflects the broader challenge for new entrants: differentiating themselves in a crowded and competitive field.
The Road Ahead
As Arizona’s sports betting market continues to evolve, the entry of Sporttrade and Plannatech offers a glimpse into the future of tribal gaming partnerships. With the state’s regulatory framework allowing for up to 20 licenses — 10 each for tribal casinos and professional sports franchises — there is still room for further growth and innovation.
However, the road ahead will not be easy. The exits of established brands like WynnBET and Unibet underscore the challenges of sustaining operations in such a competitive environment. For Sporttrade and Plannatech, success in Arizona will likely depend on their ability to carve out a niche in a market dominated by giants. Whether through unique offerings or strategic partnerships, these new licensees will need to navigate a complex and ever-changing landscape to thrive in the Grand Canyon State.
