Long before legal sports betting expanded into more than half of the U.S., a pilgrimage to the Las Vegas Hilton’s SuperBook was a must on the itinerary of any sports gambler making a trip to Nevada.

The operators of the SuperBook, which remains a part of what is now Westgate Las Vegas, are using those memories and capitalizing on the brand as they bring retail and mobile SuperBook Sports to the expanding American market.

The company announced last week the launch of a mobile SuperBook Sports app in Tennessee, the fourth state where SuperBook has partnered with gaming equipment provider International Game Technology, known as IGT.

SuperBook Sports uses the IGT sports betting platform at The Lodge Casino in Black Hawk, Colorado for a retail sportsbook and a statewide mobile app. SuperBook Sports also operates mobile sports betting apps in New Jersey and Arizona with IGT.

Next year, SuperBook Sports will replace its current operating system at the Westgate with the IGT platform.

“Given SuperBook Sports’ roots and legacy in Nevada, we’ve had an opportunity to watch the enterprise grow from a single, iconic location in Las Vegas, to a growing multi-state sportsbook operator,” IGT President of Sports Betting Joe Asher said in a statement.

Mark Lipparelli, whose casino management company operates the Westgate on behalf of the property’s ownership, said in an interview the plan is to have SuperBook Sports operations in at least 10 states within the next 18 months.

Legal sports betting is currently in 30 states and Washington, D.C. Another five states are expected to launch by the end of the year. The sports betting landscape, however, has been dominated by four companies – DraftKings, FanDuel, BetMGM and Caesars Sportsbook. In some states, such as Arizona, the four companies account for more than 90 percent of the total wagers and revenue in legal sports betting.

Operators of SuperBook Sports took a slower approach than the competition.

“We look at this as a long-term business,” Lipparelli said. “If you measured business on the short term, people would obviously be uncomfortable because you have guys out there with relatively limitless budgets. That’s going to correct itself.”

SuperBook Sports Executive Vice President Jay Kornegay, who joined the retail operation in 2004, said the company isn’t trying to chase down the top operators, which spent millions of dollars in the past few years on marketing and promotional efforts in order to build their customer base.

“We’re trying to carve out our own niche in the business just like we’ve done (in Las Vegas),” Kornegay said. “We’ve never spent the kind of money some of our competitors have spent and we’ve been very profitable. We just believe in our product and our brand.”

The SuperBook, which has been operating for 35 years, was long considered Las Vegas’ largest sportsbook at 30,000 square feet. After Westgate took over the resort, the sports betting facility was renovated and modernized.

Sports betting went mainstream following a May 2018 Supreme Court ruling that allowed states to legalize and regulate the activity.

Kornegay said the SuperBook has long had customers from across the U.S. who would visit the property for major sporting events or on a regular basis. He sees history and the recognition of the brand as an advantage as the operation expands into new states.

He said many savvy sports bettors have up to four different mobile sports betting apps to find the best odds, certain games and promotions. That aspect, he said, works in SuperBook Sports’ favor as the brand moves into additional states.

“We’ve been doing this longer than most of our competitors and we know what the true sportsbook experience should be, whether it’s in person or online,” Kornegay said.

Another goal is a focus on the local market. He noted that Tennessee customers will be looking closely at games involving the University of Tennessee Volunteers, the NBA’s Memphis Grizzlies, the NFL’s Tennessee Titans and the NHL’s Nashville Predators.

“We’ve concentrated on expanding that local market to give customers something that they can’t find anywhere else,” Kornegay said.

SuperBook Sports operates outside Nevada through partnerships with casinos, racetracks or state lotteries. In New Jersey, the company operates one of the sports betting skins – a term used for a digital presence under another gaming license – with Meadowlands Racetrack. SuperBook Sports is also the betting partner of the Fort Mojave Indian Tribe in Arizona. Tennessee has multiple sports betting providers and is a mobile-only market overseen by the state’s lottery.

Lipparelli hinted at Ohio and Indiana and potential new opportunities but did not comment on partnerships. Indiana sports betting has been operating since 2019 and Ohio is expected to launch on Jan. 1.

This article originally appeared in Indy Gaming June 15. Click here to read the full issue.