Penn National Gaming has announced that theScore Bet has officially launched its proprietary risk and trading platform, the culmination of the Canadian brand’s strategy to bring its sportsbook technology in-house.

theScore Bet now operates on a vertically integrated technology stack with all components, including the Risk and Trading platform, Player Account Management system, and Promotion Engine custom built by its in-house product and engineering teams.

A Penn press release states the migration to its own risk and trading platform significantly enhances theScore Bet’s mobile product offering in Ontario, where it is an early leader in the regulated online betting market.

In particular, the company promises more in-game wagering options and event props and an expanded library of markets. Penn said in the release that theScore Bet will also introduce a “new Parlay+ feature” in the fall for all major league sports.

“The completion of theScore Bet’s technology stack is a milestone accomplishment that significantly strengthens our online betting capabilities, mobile product offerings and overall integrated media and betting ecosystem,” said Jay Snowden, CEO and President of Penn National Gaming. “This vertically integrated platform will increase our ability to engage and retain customers, drive more flexible pricing, provide valuable savings on third-party platform costs, and allow us to deliver the most personalized product experience in the market.”

theScore Bet is Penn’s leader in the Canadian market and ceased U.S. operation on July 1 to focus all its attention north of the border. In the U.S., Barstool Sportsbook leads Penn’s sports betting operations. However, theScore’s new technology stack will also power Barstool when it enters Ontario, expected to be next year.

Snowden added that Penn is working toward migrating the Barstool Sportsbook in the U.S. to theScore Bet’s new proprietary platform in Q3 2023, “after which we will begin to realize the full benefits of our in-house, custom-designed technology”.

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theScore CEO John Levy added that achieving technological independence has been a core priority of the brand from the outset.

“Operating on a system where all components are custom built to work together maximizes our speed and efficiency and supercharges our ability to seamlessly roll out new features, wagering options, and innovations,” Levy added. “We are extremely excited to introduce this enhanced product to Ontario bettors well ahead of the busy fall season.”