PENN Entertainment and ESPN are looking for meaningful share for ESPN Bet in the hyper-competitive U.S. sports betting market, one dominated by the FanDuel-DraftKings duopoly.

They could do worse than look north, where PENN Entertainment’s Canadian operation is actually making inroads.

As ESPN Bet makes its highly anticipated debut on Tuesday, PENN Entertainment executives said they’re looking to replicate the strategy they’ve deployed with Score Media in Ontario.

Using content from sports media outlet theScore — which the company acquired in 2021 in a $2 billion deal — PENN Entertainment set company records for both gross and net gaming revenue with theScore sports betting operations in October, according to its latest earnings report.