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ESPN is getting ready to launch its new streaming platform later this year—and betting will play a central role in how the app evolves. While details remain limited, ESPN confirmed that the new service will include expanded betting features closely tied to its partnership with Penn Entertainment.
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Jimmy Pitaro, ESPN Chairman, confirmed the direct-to-consumer app will go live this fall, priced at $29.99 monthly. He described the move as one of the biggest shifts in ESPN’s history. While the company did not offer much detail on the betting enhancements, the plan is clear—sports wagering will be more visible and functional within the app.
Penn Entertainment stands to gain from this shift. The company partnered with ESPN in a $1.5 billion deal two years ago, securing exclusive rights to use the ESPN BET brand. Penn CTO Aaron LaBerge recently said the company is “incredibly excited” about the upcoming platform and referred to it as a “first-in-market integration.”
ESPN started laying the groundwork last year by allowing customers to link their ESPN BET accounts directly to the ESPN app. With one tap, users could connect both platforms. According to analysts, the change led to more time spent on ESPN BET, more frequent bets, and a higher mix of parlays.
LaBerge called the betting tools ESPN plans to roll out “best in class” and hinted that more features will be introduced over time. On an earnings call, Penn CEO Jay Snowden echoed that view. He expects the upgraded experience will help ESPN BET grow its share of the U.S. online betting market by the end of the year, despite trailing far behind DraftKings and FanDuel for now.
At a recent ESPN event, Pitaro also teased a custom version of SportsCenter where users can select the segments they want to see. ESPN BET Vice President Mike Morrison said integrating betting directly into this kind of experience could be tricky because of existing rights deals, but he still finds the idea of offering a “game pass” tied to betting activity worth exploring.
The upcoming platform is not just about betting—it is about giving users more control. That approach could make ESPN’s offering stand out in a crowded sports media market and give Penn a much-needed boost in brand awareness.
The original agreement between ESPN and Penn includes an opt-out clause after three years, so both sides have an incentive to deliver results soon. For now, ESPN is keeping specific betting enhancements under wraps but confirmed that more updates are on the way.