For three decades, the Westgate Las Vegas SuperBook has been the biggest name in American sports betting, frequently cited by pundits and media when quoting lines on major sporting events. Now, Westgate Resorts and sportsbook operator Paragon Gaming are planning to bring the SuperBook brand to gamblers throughout the United States.

SuperBook Westgate Paragon
Gamblers watch NCAA basketball and other sporting events at the Westgate Las Vegas SuperBook in March 2018. (Image: Getty)

Westgate and Paragon announced their intentions on Wednesday, saying that they plan to offer the brand nationwide as legalized sports betting expands across the country.

SuperBook Known for Unique Betting Experience

The idea will be to bring regulated and trusted sports betting services to casinos in states where sports betting has been regulated. That not only means in-person and mobile wagering, but also access to special promotions like the sportsbook’s famous NFL SuperContest, and support in recreating aspects of the SuperBook brand, such as the enormous, 360-degree experience that helped make the original location famous.

“This is the natural next step in the evolution of our industry,” SuperBook Executive Vice President of Race & Sports Book Operations Jay Kornegay said in a statement. “We have maintained the highest levels of technology and service in a highly regulated industry. We have written the playbook, and now we will put it in action across the national field.”

The announcement was short on details, saying only that partners and future SuperBook sites would be announced at a later date.

Operators Vying for US Sports Betting Market Share

The move may have been prompted by the increasing amount of competition in the American sports betting market, as major bookmakers from around the world have expanded their US operations in an effort to gain a strong foothold in anticipation of more states legalizing sports wagering.

One of the most aggressive operators has been William Hill. Already a major force in Nevada sports betting, the company has made deals with casinos and racetracks in New Jersey, Mississippi, and other states to operate sportsbooks. Earlier this week, the UK bookmaker became the first sports betting firm to enter a partnership with an NHL franchise, reaching a multi-year agreement with the Vegas Golden Knights.

That means that SuperBook will have some work to do if it wants to become a major player nationwide. According to Paragon Gaming CEO Diana Bennett, the hope is that the that brand’s long track record of success will make it an ideal partner for gaming firms.

“The SuperBook brand has been the leader of the sportsbook industry for more than 30 years,” Bennett said in a statement. “Gaming regulators across the country will now have a trusted partner as they move forward, and casino operators will be able to draw on the experience and expertise that has made SuperBook the benchmark for sports betting.”

The Westgate SuperBook was opened in 1986 at a cost of $17 million. In 2015, Paragon Gaming took over operations at the sportsbook. In the time since, the venue has been renovated, and now features the largest indoor television in the world, measuring 220 feet long.