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Score Media and Gaming

“Can a sports media brand convert its engaged audience into a vertically integrated sportsbook user base at lower customer acquisition cost than pure-play betting rivals?”

Founded2012
HQToronto, Ontario, Canada
FoundersJohn S. Levy
Latest roundBought Deal Financing, December 2020
IndustryFintech / Sports Betting & Media
The story

Founded in 2012 as a digital-only spinout from Score Media, the company initially focused on the theScore sports news and statistics app. Beginning in 2019, it pivoted aggressively into real-money sports betting with theScore Bet, leveraging its large existing media audience as an acquisition funnel for its sportsbook. The company was acquired by Penn Entertainment in 2021, embedding it within a broader omnichannel gambling and entertainment strategy. It now operates as both a sports media property and a regulated sportsbook operator across multiple US and Canadian jurisdictions.

Last 12 months
—
Product timeline
2012
Spun out from Score Media following the sale of The Score Television Network to Rogers Media; retained digital assets including theScore.ca and mobile apps.· pivot
2019
Launched theScore Bet sportsbook application in New Jersey, marking entry into real-money sports wagering.· banking
2020
Closed $40 million bought deal financing to fund operations and expansion of sportsbook product.· banking
2021
Acquired by Penn Entertainment, becoming a wholly owned subsidiary and accelerating US sports betting market access.· acquisition
The stack
2 layers disclosed in Score Media and Gaming’s embedded-finance stack
Banking / BaaS
MVB Bank, Inc.
Sponsor bank
in the full report
Accounting gap: none
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.