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Score Media and Gaming
Score Media and Gaming
Score Media and Gaming
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Score Media and Gaming Inc., doing business as theScore, is a Canadian digital media company based in Toronto. It was founded in 2012 by John S. Levy, the company's Chief Executive Officer and chairman.[1] The company owns and operates digital sports media and sports betting products which deliver sports scores, data, news, and sports book offerings via emerging and established platforms. The company also previously owned The Score Television Network, which was acquired by Rogers Communications in October 2012 and is today known as Sportsnet 360.[2] The transaction did not include the Score's digital media assets, including its mobile apps and websites, which they still own and operate.[3]

Key Information

The company was spun-out from Score Media immediately prior to Rogers' acquisition. As a result of the transaction, former shareholders of Score Media received one share of the new company for each share held in Score Media, meaning that Score Media founder John Levy and family are the largest single voting shareholders in the company, as was the case with Score Media, though Rogers received additional shares yielding an ownership stake of 11.8%.[4] Rogers subsequently sold its shares in the Score in June 2014.[5]

As of Q1 F2020 (Aug-Nov 2019), theScore's mobile sports media application was used by an average of 4.3 million monthly active users worldwide, 62% of which were in the United States, 27% in Canada and 11% in other international markets.[6] The company is publicly traded and was listed on the TSX Venture Exchange until September 2020 when it was promoted to the Toronto Stock Exchange.[7] Since March 2021, The Score is listed on Nasdaq, under the SCR ticker.

In August 2021, Penn National Gaming agreed to acquire Score Media and Gaming Inc. for $2 billion in cash and stocks.[8] The deal completed in October 2021 and the company was delisted from the Toronto Stock Exchange and the Nasdaq.[9]

History

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Sportscope

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Launched in 1994 as Sportscope, theScore originally began as a network focusing on providing sports scores, airing in seven Canadian provinces. Sportscope's programming consisted solely of an alphanumeric text rotation of sports scores, news, and sports betting information, which aired alongside local and national advertising slides. As it did not include any video content, it did not require a CRTC licence.

Headline Sports

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Sportscope was granted an English-language specialty channel licence by the Canadian Radio-television and Telecommunications Commission on September 4, 1996, provisionally titled "Sportscope Plus". The channel was launched in May 1997 as 'Headline Sports' and was a national 24-hour anchor-at-desk sports information service.[10][11] The oldies music was replaced by modern stock music during text rotation of sports scores and news. The channel also contained a constantly updated ticker at the bottom of the screen, providing sports news and scores, as it still does today, per its CRTC licence requirements. There were plans to air different tickers in each region of the country and additional streams of alphanumeric data (perhaps via an alternate channel) when the channel was launched, but those plans were abandoned.

theScore

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In March 2000, Headline Sports' licence was amended by the CRTC to allow live sports programming, under the conditions that the channel display the ticker and that breaks away from live coverage occur at least once every 15 minutes to present video highlights. As a result of this – the channel was rebranded as 'theScore Television Network' that year. On June 6, 2006, theScore revamped its ticker, alongside the launch of a new HD channel. On September 20, 2011, Score Media announced that it would put theScore Television Network up for sale.[12]

In August 2012, Rogers Communications, owners of the competing network Sportsnet, acquired Score Media, and divested its digital media assets as theScore, Inc.[13] The channel would later be rebranded as Sportsnet 360.[14]

Products

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theScore

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'theScore' media app was launched in 2007 as the company's first venture into the mobile app industry.[15] It has since become a popular multi-sport news app in North America with approximately 4-5 million active users. Available on iOS and Android, the app delivers sports content through a combination of real-time news, scores, stats, and videos for all major leagues, including the National Football League, NCAA Football and Basketball, the National Basketball Association, Major League Baseball, the National Hockey League, PGA Golf, NASCAR Racing, major European soccer leagues, and more.[16] News stories published to the app are produced by a combination of the theScore's mobile-first newsroom, where a team of editors across North America create content via a content management system that delivers news directly to users’ mobile devices. Primary sections on theScore app include ‘News’, ‘Scores’, ‘Favorites’, and ‘Discover’.

theScore Bet

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In May 2018, the Supreme Court of the United States struck down the Professional and Amateur Sports Protection Act of 1992, an act that largely outlawed sports betting in the United States. theScore came out in support of the Supreme Court ruling, where Levy stated in a press release: "We’ve been watching this space for some time and eagerly anticipating this ruling. The ruling unlocks exciting opportunities and we are uniquely positioned to deliver amazing fan experiences on mobile and in-game as the betting market develops."[17]

On December 18, 2018, theScore became the first media company to announce plans to launch a mobile sportsbook in the United States after reaching a market access agreement with Darby Development LLC, the operator of Monmouth Park Racetrack in Oceanport, New Jersey.[18]

In July 2019, Penn National Gaming announced a 20-year market access agreement with Score Media and Gaming in 11 states; as a condition of the deal, subsidiary Penn Interactive Ventures would take a 4.7% equity stake in Score Media and Gaming. [19]

In September 2019, Score Media became the first media company to launch a mobile sportsbook in the United States, launching theScore Bet in New Jersey as part of a market access agreement with Darby Development LLC—the operator of Monmouth Park Racetrack in Oceanport, New Jersey. The service would focus on integrations with the main theScore app, including a "Bet Mode" feature that would allow users to opt into additional betting-focused stats and updates, and a later update which would allow users to prepare their wagers from within theScore sports app, and then transfer them to theScore Bet's app.[20]

In April 2022, as part of the province's regulated online gambling market, theScore Bet expanded into Canada by launching in Ontario. It would subsequently announce a partnership with the Toronto Blue Jays as its "official gaming partner".[21]

theScore esports

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Launched in 2015, is theScore's online platform dedicated to reporting news for all major competitive video games and players.[22] Its primary distribution platform for content is YouTube, and in November 2019, the channel surpassed over one million total subscribers on the platform, making it the leading source for competitive gaming coverage.[23] The channel's rapid growth is a part of the company's broader strategy to uncoil[clarification needed] the esports industry through a wide range of content offerings. As of January 2025, theScore esports YouTube channel had more than 2.3 million subscribers.

Emerging platforms

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In 2017, theScore launched new skills for Amazon’s virtual Assistant, Alexa, to deliver sports news and updates on command. The capabilities for Alexa – known as ‘skills’ – include daily ‘flash briefings’ for theScore and theScore esports, offering a two-minute audio summary of all the major headlines that matter. Fans with an Alexa device can select theScore as their flash briefing and ask “Alexa – what’s in the news?” and theScore will deliver a comprehensive audio sports briefing.[24]

In 2018, theScore extended its virtual assistant capabilities with its launch on Bixby, the virtual assistant developed by Samsung Electronics. Users across the United States on select Samsung Galaxy devices, including the Galaxy S9 and S9+, can now receive personalized live scores and breaking news on their Bixby Home. By simply swiping right on their home screen to the Bixby Home service, the integration provides fans the ability to view theScore's sports headlines for a wide range of sports, including the FIFA World Cup, NFL, NBA, NHL, MLB, and EPL. If users want access to deeper information beyond a score or news headline, they can tap on theScore's content card on Bixby to be taken to theScore app, if already installed on their device.[25]

Social media

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theScore employs a team of social media editors, content creators, and curators, who are responsible for sharing content through social platforms including Facebook, Twitter, Instagram and other third party platforms. In Q1 F2020, theScore's social content reached nearly 97 million users a month across its social media platforms.[26]

In 2018, theScore expanded its content strategy by collaborating with pop culture figures and major sports athletes, focusing on telling the stories of their personal and professional triumphs. theScore premiered their new strategy with an 11-minute feature on NBA star, Lance Stephenson. The video received media coverage across major news platforms including ESPN, Sports Illustrated, NBC Sports, USA Today, and others, recording approximately 80 million earned media impressions. That year, theScore was named a finalist for Social Media Team of the Year in the annual Digiday Awards.[27]

Since theScore expanded its content strategy, other athletes and celebrities, including Austin Rivers, Burna Boy, Enes Kanter, Diamond Dallas Page, Steve Nash, and Marshawn Lynch, have been exclusively featured across its social channels. For its viral piece starring NBA centre Enes Kanter and WWE Hall-of-Famer Diamond Dallas Page, theScore was named as a finalist for the Cynopsis Model D Award of Best Documentary.[28]

Leadership

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The executive chairman of theScore is its founder, John Levy.[29] The president and chief operating officer of theScore is Benjie Levy.[30]

Headquarters

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Score Media and Gaming Inc. is headquartered in Toronto, Canada, along King Street West. The facility, totalling approximately 30,881 square feet, houses the company's corporate, administration, sales and production teams; which, in total, consist of over 200 full-time employees. theScore also maintains offices in Hamilton, Ontario, which is partially owned by John Levy, the company's Chairman and Chief Executive Officer. This facility, totalling approximately 1,500 square feet, contains an executive office.[16] It also maintains offices in New York City, New York, in a shared work space for the company's U.S.-based employees who are engaged in sales, marketing, and business development.

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Score Media and Gaming

View on Grokipedia
from Grokipedia
Score Media and Gaming Inc., operating as theScore, is a Toronto-based Canadian that develops and operates digital platforms for media, betting, and , engaging millions of fans through mobile-first experiences. Originating as a cable sports television network launched in 1997, the company pioneered the theScore mobile app in 2007, which delivers real-time scores, news, and statistics across major leagues including the , NBA, NHL, and MLB. By 2019, it expanded into with theScore Bet, becoming the first media to launch a mobile in , followed by theScore in 2015 for competitive gaming coverage. In October 2021, (formerly Penn National Gaming) acquired the company for approximately $2 billion, integrating it into its digital content and gaming operations to create a leading n platform with highly engaged users averaging over 100 minutes monthly in the app. Prior to the acquisition, theScore reported 4-5 million monthly active users and social content reaching nearly 97 million monthly, underscoring its position as Canada's top app and the third-largest in .

History

Origins in Traditional Media: Sportscope and Headline Sports (1990s–Early 2000s)

Sportscope emerged in 1994 as a licence-exempt service in , delivering alphanumeric displays of sports scores, odds, and news updates to viewers in seven provinces. The service functioned primarily as a text-based ticker, often accompanied by background music, providing real-time information without anchored commentary or video highlights. Acquired by entrepreneur John Levy in 1994, Sportscope laid the groundwork for what would become a specialized sports media entity focused on efficient, data-centric delivery. In May 1997, after securing a licence from the Canadian Radio-television and Telecommunications Commission (CRTC), Sportscope was rebranded and relaunched as Headline Sports, transitioning to a national 24-hour anchor-at-desk format emphasizing sports news, scores, and highlights. This evolution replaced the purely textual format with hosted segments, positioning Headline Sports as an independent alternative to established networks like TSN by prioritizing quick, score-focused updates over extensive analysis. The channel's parent entity, initially formed as Headline Media Group Inc. through a partnership involving and the Levy family, marked the formal inception of Score Media's operations. Through the early 2000s, Headline Sports maintained its niche as a streamlined sports information provider, broadcasting continuously with an emphasis on accessibility and immediacy. In March 2000, the CRTC amended the channel's licence to authorize limited live sports programming, provided it continued to feature persistent on-screen displays of scores and betting odds, further expanding its utility for time-sensitive viewer needs. This period solidified Headline Sports' role in traditional media, serving as a precursor to digital innovations by honing a model of real-time, fan-oriented sports data dissemination.

Digital Transition and theScore Launch (2012–2015)

In August 2012, Score Media Inc. announced an agreement to sell its television broadcasting assets, including The Score Television Network, to Rogers Communications Inc. for C$167 million ($168.3 million USD), contingent on spinning off its digital media operations into a newly formed entity focused exclusively on mobile and online sports content. The digital assets, comprising theScore mobile application and related properties originally developed under Score Media, were transferred to theScore, Inc., incorporated on August 30, 2012, under Ontario's Business Corporations Act. This restructuring positioned theScore, Inc. as an independent, technology-driven company unencumbered by traditional broadcast operations, enabling a sharper emphasis on app development, user engagement, and digital advertising revenue. The transaction closed on October 19, 2012, with Rogers acquiring all outstanding shares of Score Media and receiving an initial 10% equity interest in theScore, Inc., later adjusted to approximately 11.16 million Class A subordinate voting shares. Post-spin-off, theScore, Inc. reported fiscal 2012 (ended August 31, 2012) revenues of $4.2 million, a slight increase from $4.1 million the prior year, primarily from digital advertising tied to its mobile platforms. The company's core product, the theScore app—launched in 2007 as an early mobile sports scores and news platform—benefited from the transition, with average monthly active users (MAU) reaching 3.6 million in Q3 FY2012. User engagement accelerated in the ensuing years, driven by app enhancements and expanded content . In Q3 FY2013, MAU grew 25% year-over-year to 4.5 million, reflecting improved and app features amid rising adoption. By Q1 FY2014 (September-November 2013), MAU climbed to 4.8 million, a 48% increase from the prior year's equivalent period, supported by a major app update in August 2013 that overhauled news delivery for faster, more customized experiences. This period culminated in explosive growth by late 2014 and into 2015, as theScore optimized its ad-supported model. December 2014 MAU hit 10.2 million, a 112% year-over-year surge, while Q3 FY2015 (March-May 2015) revenues reached a record $3.2 million, up 60% from Q3 FY2014, with advertising revenue rising 73%. Q3 FY2015 MAU peaked at 10.5 million, split between 4.4 million app users and 6.1 million mobile web users, underscoring the platform's shift to a dominant mobile-first sports media provider. The transition thus marked a pivotal causal shift from legacy media dependencies to scalable digital operations, fueling sustained expansion through targeted product iterations and monetization.

Growth and Expansion Phase (2016–2021)

During this period, theScore, Inc. focused on enhancing its mobile app's user experience and expanding into complementary digital sports verticals. In June 2016, the company introduced live scoring coverage for additional esports titles, including Call of Duty, Hearthstone, and StarCraft II, broadening its appeal to competitive gaming audiences. Later that year, in November 2016, its esports division received recognition as the Best Esports Coverage Website at the inaugural Esports Industry Awards. In 2017, theScore executed a significant app redesign on August 24, described as the largest update in its history, featuring a streamlined , enhanced content, and deeper team-specific coverage to drive engagement. This contributed to robust user metrics: for the quarter ending May 31, 2017, the app recorded 4.1 million average monthly active users (MAU), with users opening it an average of 92 times per month, alongside quarterly revenue of C$6.4 million, up from C$6.1 million year-over-year. By fiscal , revenue for the first nine months reached $22.6 million, a slight increase from $21.6 million the prior year, reflecting steady media monetization through . efforts peaked in December with record video views, surpassing 500,000 subscribers, and winning Best Category Specific YouTube Channel at the Cynopsis Model D Awards. That month, the company announced plans to launch its own online and mobile sportsbook in , positioning it as the first North American media firm to pursue integrated operations. The pivotal expansion into materialized in September 2019 with the debut of theScore Bet in , leveraging the app's existing user base for seamless integration of wagering features. This initiative gained momentum amid U.S. state-level legalization post-2018 ruling, with subsequent rollouts in (2020), , and . By Q2 fiscal 2021 (ending February 28, 2021), theScore Bet's quarterly handle reached a record $81.6 million, surging 491% year-over-year, while app user sessions hit 488 million, up 8%. App engagement continued to scale, with Q3 fiscal 2021 (ending May 31, 2021) delivering 470.2 million sessions—a quarterly record, up 19% year-over-year—and 3.74 million MAU averaging 125 opens monthly. To support U.S. market ambitions, theScore listed on Nasdaq on February 25, 2021, under ticker SCR, closing a $186.3 million IPO on March 1, 2021, which included 6.9 million Class A shares sold at an upsized offering. This capital infusion facilitated betting infrastructure enhancements and multi-state expansion, culminating in the August 2021 acquisition announcement by Penn National Gaming for $2 billion, though operations remained independent through the period's end.

Products and Services

Core Sports Media Platform: theScore App

The theScore app, launched in 2005, serves as the flagship mobile sports media platform developed by Score Media and Gaming Inc., delivering real-time scores, news, statistics, and alerts to users across multiple professional and collegiate leagues. Designed for mobile-first consumption, it emphasizes speed and personalization, allowing users to customize feeds for preferred teams, players, and sports, including NFL Football, NBA Basketball, , MLB Baseball, NCAA Football and Basketball, WNBA, and over 30 other leagues such as MMA and international soccer. The app's core functionality revolves around lightning-fast notifications for scoring plays, in-game stats, and breaking news, supplemented by video highlights and matchup analysis to enhance user engagement during live events. Key features include deep statistical breakdowns, such as team performance metrics, top player stats, and play-by-play recaps, integrated seamlessly into a optimized for quick scrolling and alert prioritization. Following the 2018 U.S. legalization of , the app incorporated betting-related data and odds previews without direct wagering functionality in its media core, maintaining a focus on informational delivery while cross-promoting affiliated betting products. Available on and Android, it has garnered high user ratings—4.8 out of 5 on the Apple based on over 800,000 reviews and 4.3 out of 5 on with approximately 200,000 reviews—reflecting its reliability for time-sensitive sports updates. In terms of reach, the app has established itself as one of North America's leading media applications, with historical indicating 4-5 million monthly active users as of , each averaging around 100 app opens per month, underscoring its habitual use among dedicated fans. This engagement stems from its technology-driven approach, prioritizing empirical delivery over editorial narrative, though post-2021 integration with has expanded its ecosystem ties to and betting without altering the app's primary media focus. Independent app confirm sustained downloads and retention in the competitive sports app market, where it competes by offering unadorned, data-centric experiences rather than sensationalized content.

Sports Betting Integration: theScore Bet

theScore Bet, launched on September 3, 2019, in , marked Score Media and Gaming's initial foray into mobile , building directly on its core media platform to deliver real-time scores alongside wagering options. The app emphasized a seamless that bridged sports content consumption with betting, allowing users to access live updates, statistics, and within a unified mobile experience. Early operations relied on third-party , but by July 25, 2022, following the 2021 acquisition by , theScore Bet transitioned to its proprietary risk and trading platform, enhancing in-house control over management and user personalization. Central to its design is the deep integration with the flagship theScore app, which facilitates fluid transitions between media feeds and betting functions, such as building parlays from in-game events or tracking wagers amid live score notifications. This synergy leverages theScore's established audience of sports enthusiasts, embedding betting prompts like odds overlays on match highlights to drive engagement without requiring app switches. In May 2024, Penn Entertainment advanced this integration further by introducing an embedded bet slip within the theScore media app for users, enabling direct wager placement and status monitoring from the content platform itself. Such features aim to capitalize on behavioral data from media interactions to inform betting recommendations, though user adoption has been confined primarily to regulated markets. Regulatory milestones shaped its expansion, with U.S. operations halting on July 1, 2022, amid competitive pressures and a strategic pivot to . In , theScore Bet secured a certificate of registration from the Alcohol and Gaming Commission on February 3, 2022, and commenced operations on April 4, 2022, as one of the first private-market entrants in the province's newly regulated iGaming framework. It operates under an agreement with , complying with provincial standards for responsible gaming and data security. By March 24, 2023, a web version extended access beyond mobile, while an April 7, 2025, stand-alone iCasino app launch broadened offerings to include slots and table games, all login-compatible with existing theScore Bet accounts. These developments underscore a focus on as the primary market, where integration has supported user retention through combined media-betting metrics, though broader U.S. scalability remains limited post-discontinuation.

Esports and Gaming Offerings

Score Media and Gaming operates a dedicated esports division focused on media coverage and betting integration, positioning itself as a leader in competitive gaming content delivery. Launched in February 2015 with the introduction of theScore mobile experience, the platform provides real-time scores, news, and data tailored to esports audiences, expanding from traditional sports media roots. The division emphasizes , generating daily content across formats such as documentaries ("The Story Of" series on games, events, and players), news updates ("Don’t @ Me"), and quirky feature stories ("Offbeat"), distributed primarily via and the theScore app. The esports content strategy prioritizes original programming that explores narratives behind games, teams, and personalities, achieving significant viewership milestones, including 85 million total video views in 2019 and over 500,000 YouTube subscribers by December 2018. Current metrics reflect robust engagement, with 190 million quarterly views, 2 million monthly watch hours, and 300 million monthly impressions across platforms, supported by partnerships with brands like Razer, Riot Games, and AMD. This multi-platform approach, including always-on programming beyond live events, has driven year-over-year growth, such as 243% increase in views during Q4 fiscal 2020 (June-August 2020). Gaming offerings extend to betting through theScore Bet, which incorporates esports markets such as spreads, totals, money lines, props, alternate odds, and futures on major titles. In May 2025, theScore Bet partnered with Oddin.gg to enhance betting coverage in U.S. and Canadian markets, providing real-time odds and data feeds integrated with the core media app for seamless user experience. Following the 2021 acquisition by , these services have aligned with broader digital gaming expansions, though remains centered on media consumption and wagering rather than proprietary game development.

Additional Features and Emerging Platforms

Score Media and Gaming has introduced several in-app social and interactive features to enhance user engagement within the theScore platform. In 2019, the company updated its flagship mobile application to incorporate public chat and messaging functionalities, enabling users to discuss games in real-time communities. These features foster interactive discussions, including live chat during events, which has become a popular hub for fan banter and analysis across supported leagues. Analytical enhancements represent another layer of additional functionality, with the launch of the Game Insights feature on January 24, 2025. This tool provides users with detailed player and team trend data directly on matchup and ScoreCast pages when Bet Mode is activated, offering deeper statistical breakdowns without requiring separate navigation. Complementary additions include automated live activities for real-time updates and short video clips for highlights, further integrating content into the core experience. Emerging platforms include the web-based extension of theScore Bet, launched on March 24, 2023, which broadens access to sportsbook and casino services beyond mobile apps for users. Coverage expansions into niche leagues, such as full support for (PWHL) games starting in early 2025—including live scores, stats, and notifications—signal ongoing platform evolution to capture growing audience segments. Planned integrations, like WNBA enhancements for the 2025 season, underscore a strategy of iterative feature rollouts to maintain competitiveness in digital sports media.

Business Developments

Public Listing and Financial Milestones

Score Media and Gaming Inc., operating as theScore, began trading on the under the ticker SCR effective October 24, 2012, marking its initial public listing following incorporation in 2012. The company, then focused on digital sports media, used this listing to access public markets amid early growth in mobile applications. In September 2020, theScore graduated from the to the senior (TSX), reflecting operational maturation and expanded investor access ahead of sports betting launches. This upgrade coincided with strategic financings, including a C$40 million bought deal in November 2020 to support media and betting expansion. A pivotal financial milestone occurred with the company's U.S. , launched February 22, 2021, and priced February 24, 2021, at $27 per Class A subordinate voting share, upsized from initial plans. The offering closed March 1, 2021, raising $186.3 million USD net proceeds after full exercise of the over-allotment option, with shares commencing trading on under SCR. These funds bolstered U.S. market entry for amid regulatory openings. For the ended August 31, 2020, the company reported $18.3 million in revenue, primarily from media operations, setting a baseline for post-listing growth. By early 2021, trailing 12-month revenue reached approximately $16 million as of November 30, 2020, driven by app user expansion.

Acquisition by Penn Entertainment (2021)

On August 5, 2021, Penn National Gaming announced its agreement to acquire Score Media and Gaming Inc. for approximately in a combination of and . Under the terms, theScore shareholders received per share in along with 0.2398 shares of Penn National common , equating to a total value of per share. The deal represented a 79.9% premium over theScore's closing share price prior to the announcement, driving an immediate surge in theScore's . The acquisition closed on October 19, 2021, after regulatory approvals and votes. Penn National, a operator expanding into digital sports media and betting, viewed theScore's 10 million monthly active users and real-time sports app as complementary to its Barstool Sports-backed betting platform. The integration aimed to combine theScore's data-driven content and user engagement with Penn's iCasino and offerings, targeting a unified digital ecosystem amid U.S. legalization. Strategically, the move positioned Penn National to leverage theScore's technology for personalized betting experiences and content distribution, with theScore's esports and fantasy sports features enhancing user retention. However, the $2.0 billion valuation drew scrutiny from investors, as later analyses questioned its justification given theScore's pre-acquisition revenue of around US$50 million and ongoing losses in a competitive market. Penn National financed the deal partly through and equity issuance, aligning with its broader pivot from physical to digital amid post-pandemic shifts.

Post-Acquisition Integration and Challenges

Following the completion of Penn Entertainment's $2 billion acquisition of Score Media and Gaming on October 19, 2021, integration efforts focused on leveraging theScore's digital sports media platform to enhance Penn's interactive gaming ecosystem, particularly in and user engagement. This included technical migrations, such as the July 2023 transfer of Barstool Sportsbook users to a unified platform with deeper theScore app integrations, enabling features like in-app betslip building and tracking to drive between media consumption and wagering. The strategy aimed to create a vertically integrated "one-stop destination" by combining theScore's 10 million-plus monthly active users with Penn's regional sportsbooks and iGaming operations. However, post-acquisition execution faced significant hurdles, including persistent underperformance in digital betting revenue growth, which contributed to Penn's declining from a 2021 five-year high amid broader industry competition and regulatory pressures. Critics, including major investors like HG Vora Capital, have questioned the acquisition's value, citing integration delays and failure to deliver expected synergies in user acquisition and retention for Penn's betting products. theScore founder John Levy attributed some issues to inadequate "unified approach" in product development and marketing, contrasting it with more agile competitors. Workforce reductions emerged as a key challenge, signaling cost-control measures amid slowing growth. In July 2024, Penn Interactive laid off employees as part of a deemed overdue three years post-acquisition, followed by a June 2025 cut of over 75 positions at theScore—approximately halving its newsroom and affecting prominent writers and editors—to refocus resources on betting and iGaming priorities, such as a new standalone app in . These layoffs incurred a roughly $4 million financial hit in the subsequent quarter, exacerbating tensions with shareholders amid proxy battles over board composition and strategy. Despite these setbacks, some analysts viewed the acquisition as strategically sound for long-term , though near-term challenges like market saturation in North American and shifting priorities—exemplified by Penn's 2023 ESPN Bet partnership—have strained theScore's role, leading to operational pivots away from expansive media content toward betting-centric features. Overall, integration has yielded tactical enhancements but highlighted execution gaps in scaling digital synergies against competitive and economic headwinds.

Leadership and Governance

Founding and Early Leadership

Score Media and Gaming traces its origins to the mid-1990s when John S. Levy, a Canadian media entrepreneur, took over his family's small business, Western Co-Axial Limited, based in . Levy expanded the operation by launching a sports ticker service on cable TV, capitalizing on demand for real-time sports updates, before acquiring a broadcasting license and establishing a dedicated sports channel. This evolved into The Score Television Network, which officially launched as a cable sports network in in 1997, headquartered in , and grew to become the country's largest independent sports broadcaster by focusing on highlights, scores, and analysis. Under Levy's leadership as founder and chief executive, the company pivoted toward digital platforms amid the rise of . In , it introduced its first sports media application, followed by the launch of theScore app in 2007, which delivered real-time scores, news, and stats to users' devices and marked an early emphasis on mobile-first experiences. This shift positioned theScore as a pioneer in digital sports media, with Levy steering the company through its incorporation as theScore, Inc. in 2012, when it formalized its focus on app-based services and prepared for public listing on the . Early operations emphasized data-driven content and user engagement, with Levy maintaining control as chairman and CEO, supported by a core team drawn from the TV network's programming and tech staff. Levy's vision emphasized in sports media, growing the platform from cable roots to a digital entity serving millions without relying on traditional broadcast models. No other co-founders are prominently documented, underscoring Levy's singular role in the company's and initial direction. By the early 2010s, under his ongoing leadership, theScore had established key partnerships and technological infrastructure that laid the groundwork for later expansions into and betting.

Key Executives Pre- and Post-Acquisition

Prior to the acquisition, Score Media and Gaming was led by founder John S. Levy as Chairman and since the company's in 2012. His son Benjie Levy served as President and , overseeing operations and strategic growth. Alvin Lobo acted as Chief Financial Officer, managing financial strategy including the company's U.S. in March 2021, which raised US$186.3 million. Following Penn Entertainment's acquisition of Score Media and Gaming on October 19, 2021, for approximately $2.1 billion, the Levy family initially retained key roles to facilitate integration into Penn's Interactive division. John Levy continued as Executive Chairman of theScore, while Benjie Levy assumed leadership of Penn Interactive, encompassing theScore's operations alongside ESPN Bet and other digital assets. Aubrey Levy and Noah Levy, also sons of John, contributed in operational capacities within the unit. In January 2024, Penn Entertainment announced a planned leadership transition, with the founding Levy family departing: John Levy exited in mid-February 2024, and Benjie, Aubrey, and Noah Levy by April 2024. This shift aligned with broader strategic reviews amid challenges in Penn's Interactive segment, though no immediate permanent replacement for Head of Interactive was named at the announcement; the company stated it was in final stages of recruiting one. Subsequent hires included Billy Turchin as for Penn Interactive in April 2025, focusing on product development for platforms like theScore and ESPN Bet, and Aaron LaBerge as in July 2024 to bolster tech infrastructure. Overall leadership for theScore post-transition fell under 's executive team, led by CEO Jay Snowden.

Management Criticisms and Shareholder Activism

Following the 2021 acquisition by , management of Score Media and Gaming (operating as theScore) faced scrutiny for integration challenges and strategic decisions that allegedly undermined the platform's potential. Founder John Levy publicly criticized Penn's handling of theScore, citing internal conflicts, a lack of trust in theScore's leadership, and insufficient execution of a unified digital strategy, which he argued stifled growth opportunities in sports media and betting. Levy noted that despite the $2 billion acquisition's intent to bolster Penn's interactive offerings via theScore Bet's technology, post-deal dynamics prevented effective collaboration. Operational decisions under Penn's oversight drew further criticism, including significant layoffs at theScore's headquarters. In June 2025, Penn cut over 75 positions across content, sales, and other teams, reducing the content staff by approximately half amid broader cost-cutting and a shift in digital priorities. These reductions, which Penn attributed to restructuring for efficiency, were linked to a $4 million financial hit in the subsequent quarter and raised concerns about diminished user engagement and content quality. The founding Levy family, including Benjie Levy, departed Penn in early 2024, coinciding with these pressures and signaling internal discord. Shareholder activism intensified against Penn's management, with theScore's acquisition cited as emblematic of flawed capital allocation. Activist investor HG Vora Capital Management, Penn's second-largest shareholder, launched a campaign in 2024-2025, accusing CEO Jay Snowden and executives of "value-destructive" decisions, including the theScore deal among the "worst in the industry's history" due to overpayment and poor integration yielding minimal returns. HG Vora's May 2025 demanded board changes, divestitures, and a halt to interactive spending, framing theScore purchase as part of $4.3 billion in acquisitions that eroded . This escalated into a , with HG Vora nominating directors and filing a federal lawsuit in May 2025 alleging Penn's board processes affronted shareholder democracy by excluding nominees. At Penn's June 2025 shareholder meeting, two dissident directors were elected, but the dispute persisted without full resolution. Earlier, in July 2021 amid the acquisition announcement, Scott+Scott investigated potential breaches of duty by Score Media's board, probing whether terms undervalued the company for shareholders. No materialized, but it highlighted pre-acquisition concerns. Separately, Donerail Group echoed criticisms in May 2024, faulting Penn's interactive —including theScore integration—for repeated guidance misses and underperformance. These activist efforts contributed to Penn's decline from 2021 highs, with management defending theScore as a long-term asset despite short-term hurdles.

Controversies and Criticisms

Insider Trading and Regulatory Settlements

In September 2025, the Ontario Securities Commission (OSC) approved a settlement with Huy Le (Alvin) Huynh, former Vice President of Finance at Score Media and Gaming Inc., and his wife Nancy Pham, resolving allegations of insider tipping and trading tied to the company's 2021 acquisition by Penn National Gaming. Huynh, who held material non-public information about the impending deal announced on August 5, 2021, communicated coded tips to associate Tony Tam, who purchased 304 call options on Score Media stock for under US$7,000 and sold them post-announcement for US$318,800 in profit. The couple admitted breaching securities laws, agreeing to disgorge profits and pay administrative penalties totaling approximately CAD$600,000, including CAD$270,000 in illicit gains from related trades. On October 20, 2025, the OSC imposed a seven-year ban on Huynh from trading or acting as a director/officer in capital markets, alongside an order to pay CAD$635,000 in further penalties and for his role in the scheme, which involved advance knowledge of the acquisition's terms. This enforcement followed an investigation revealing Huynh's misuse of confidential deal details to facilitate trades yielding substantial returns before public disclosure. Separately, in June 2022, the U.S. Securities and Exchange Commission (SEC) filed charges against David Roda, a former software engineer at Penn National Gaming, for on non-public information about Penn's acquisition of Score Media and Gaming. While employed at Penn, Roda allegedly learned of the deal in late July 2021 and bought approximately 300 call options on Score Media stock for around US$7,000, selling them after the August 5 announcement for profits exceeding US$300,000; the SEC complaint, filed in federal court in , also accused him of tipping associates. Roda's actions exploited merger-related confidentiality, prompting parallel FBI and DOJ probes into the broader insider trading patterns around the transaction. In October 2025, the (AGCO) imposed a CAD$105,000 fine on Score Media and Gaming Inc. for regulatory violations under 's responsible gambling standards, stemming from failures to monitor and intervene in a high-risk player's activity between 2023 and 2024. The player wagered CAD$2.5 million and lost CAD$230,000 over eight months despite repeated attempts and indicators of , which the AGCO deemed preventable through enhanced player protection protocols. This penalty highlights operational compliance lapses in the post-acquisition betting platform, though it did not involve .

Shareholder Disputes and Performance Issues

Following the October 19, 2021, acquisition of Score Media and Gaming Inc. by Penn National Gaming Inc. (rebranded as , Inc.) for approximately $2.1 billion in cash and stock, the combined entity faced scrutiny from activist shareholders over strategic decisions and financial underperformance. HG Vora Capital Management, holding a significant stake in PENN, publicly criticized the company's capital allocation track record, including the theScore integration, as contributing to a decade-long decline in , with PENN's stock price falling over 70% from pre-acquisition levels by early 2024. HG Vora argued that acquisitions like theScore failed to deliver expected synergies in digital sports media and betting, amid broader operational challenges such as high and unprofitable growth initiatives. These tensions escalated into a proxy battle in 2025, with HG Vora nominating directors to challenge PENN's board and management. At the June 2025 annual meeting, shareholders elected two HG Vora-backed nominees, but disputes persisted, culminating in a federal lawsuit by HG Vora alleging violations in the board election process and failures that exacerbated performance issues. PENN's management defended its strategy, claiming the theScore acquisition enhanced its digital portfolio alongside , but acknowledged integration hurdles, including a pivot away from theScore Bet. Performance metrics post-acquisition highlighted operational strains at theScore. In June 2022, PENN shuttered theScore Bet in the U.S., redirecting resources to a broader ESPN Bet partnership launched in 2023, as the standalone app struggled to gain market share against competitors like DraftKings and FanDuel. By August 2025, PENN implemented layoffs at theScore, incurring a $4 million charge, amid efforts to streamline costs following a record interactive segment quarter but persistent overall revenue pressures in sports betting. Critics, including HG Vora, attributed these moves to overpayment for theScore and inadequate post-merger execution, with PENN's interactive revenues growing but profitability lagging due to marketing expenses and regulatory hurdles in expanding states. Despite retaining theScore's core media app for user engagement, the unit's betting ambitions yielded limited returns, contributing to PENN's stock volatility and shareholder dissatisfaction.

Industry and Ethical Concerns in Sports Betting

The integration of sports media platforms like theScore into betting operations has amplified ethical debates surrounding the normalization of , particularly through seamless app-based access that blurs lines between information and wagering. Post-2018 legalization of , digital platforms have facilitated a surge in participation, with online sports betting projected to exceed $14 billion in in-game wagers by the decade's end, heightening risks of due to real-time, impulse-driven betting features. This shift correlates with elevated rates, including a 25-30% increase in household risk following legalization, as evidenced by econometric analyses of state-level data. Score Media and Gaming's theScore app, which evolved from sports news to include betting products after its 2021 acquisition by , exemplifies how media apps contribute to this ecosystem by embedding and promotions alongside scores, potentially influencing user engagement without adequate safeguards. Ethical concerns intensify with conflicts of interest in media-betting convergence, as seen in Penn Entertainment's partnerships. The company's 2023 launch of ESPN Bet via a $1.5 billion deal drew criticism for compromising journalistic integrity, with fears that sports coverage could prioritize betting narratives over objective reporting to drive wagers. Similarly, theScore's pre-acquisition pivot to betting in Ontario and U.S. markets raised questions about promotional framing, where research indicates that positive media portrayals of gambling as entertainment boost participation rates, often downplaying addiction risks. Penn's corporate responsibility efforts include responsible gaming tools like deposit limits and self-exclusion, but industry-wide lawsuits against apps for fueling addiction—citing deceptive algorithms and targeted ads—underscore enforcement gaps, with young adults filing claims against operators for inadequate harm mitigation. Sports integrity represents another core issue, with betting proliferation linked to scandals that erode . Recent NBA investigations into player and coach involvement in unauthorized wagers highlight vulnerabilities in professional leagues, where app accessibility enables insider risks and match-fixing temptations, as warned by league commissioners amid rising illegal betting volumes. For platforms like theScore Bet, operating in competitive markets dominated by and , ethical lapses in and user privacy further compound concerns, as rapid personalization of odds can exploit behavioral patterns without robust cybersecurity, per analyses. These dynamics prompt calls for stricter , including limits on in-game betting and mandatory disclosures, to counter the industry's revenue-driven incentives that often prioritize volume over user welfare.

Operations and Impact

Headquarters and Organizational Structure

Score Media and Gaming Inc., known for operating the theScore sports media and betting platforms, is headquartered at 125 Quay East, 9th , , , M5A 0Z6, . This location serves as the primary hub for its Canadian operations, with in dating back to the company's origins in 1997. Prior to relocation, the head office was situated at 500 King Street West, Fourth , . Since its acquisition by on October 19, 2021, for approximately $2 billion, Score Media and Gaming functions as a wholly owned integrated into PENN's Interactive segment, which focuses on , , and iGaming. This structure leverages theScore's mobile-first platforms—the theScore app for real-time sports content and theScore Bet for and services—while aligning with PENN's broader ecosystem of retail and online gaming properties. Organizationally, the company operates as a single reporting segment, emphasizing agile, product-oriented teams in content production, , data analytics, sales, and administration, predominantly based in to support North American user engagement. Post-acquisition synergies have involved and expanded , though theScore retains operational autonomy in its core digital offerings under PENN's oversight. Limited public details on internal hierarchies reflect its focus on functional expertise rather than rigid departmental silos, consistent with tech-media firms prioritizing rapid iteration and user metrics.

Market Reach and User Engagement Metrics

Score Media and Gaming's primary digital platform, the theScore , achieved an average of 3.9 million monthly active users during the second quarter of fiscal 2021 (ending April 2021), alongside 458 million monthly user sessions across and Android. In the subsequent quarter (ending July 2021), these figures reached 3.74 million average monthly active users and 470.2 million user sessions, marking a 19% year-over-year increase in sessions driven by heightened engagement. These metrics underscored the app's strong pre-acquisition position in delivering live scores, news, and stats to a predominantly North American audience, with approximately 62% of users based there as of early 2020. Following PENN Entertainment's acquisition of Score Media and Gaming in October 2021 for approximately $2 billion, theScore app integrated into PENN's digital ecosystem, enhancing sports media and betting reach without separate public reporting of media-specific metrics post-merger. The app's Android version has since accumulated over 16 million lifetime downloads, with daily downloads averaging 1,400 as of early October 2025, reflecting sustained in sports content delivery. Engagement remains robust, as indicated by 4.8/5 star ratings from 803,818 reviews and 4.3/5 from 201,962 reviews, highlighting user satisfaction with features like personalized notifications and real-time updates. On the gaming side, theScore Bet—PENN's Ontario-licensed and iCasino—demonstrated expanding user engagement, with monthly active users in growing 43% from Q4 2023 to Q4 2024, outpacing the 16% increase in MAUs over the same period. This growth occurred amid Ontario's competitive regulated market, where theScore Bet contributed to PENN's interactive segment stabilizing average year-over-year in Q2 2025, though specific breakdowns for media versus betting remain aggregated. Overall, these metrics position theScore as a key driver of PENN's North American digital footprint, blending media consumption with betting conversion, though investor scrutiny has noted execution challenges in fully monetizing the acquired user base.

Influence on Sports Media and Betting Landscape

Score Media and Gaming, through its flagship theScore app, pioneered mobile-first sports media delivery, emphasizing real-time scores, customizable alerts, and interactive features that engaged users beyond traditional broadcasts. Launched in , the app grew to 4-5 million monthly active users by , establishing it as one of North America's most downloaded sports platforms and shifting consumption from desktop sites to on-the-go experiences. This model influenced competitors like and Yahoo Sports to enhance mobile personalization, fostering a landscape where fan interaction drives content algorithms rather than one-way broadcasting. Following the 2018 U.S. decision overturning PASPA, Score Media became the first pure media company to launch a no-vig (zero-commission) mobile sportsbook, debuting in on May 1, 2021, as the seventh operator in that market. By integrating betting odds, live data, and wagers directly into its media app, theScore normalized within everyday fan routines, with data indicating a majority of users transitioned from content consumption to active betting. This approach demonstrated how media assets could leverage proprietary user data for targeted betting acquisition, pressuring legacy like and to partner with media entities for broader reach. The 2021 acquisition by Penn National Gaming for approximately $2 billion amplified theScore's influence, merging its 10 million+ global users with Penn's casino infrastructure and marketing via , creating a vertically integrated that accelerated digital betting adoption. Penn projected the deal would add over $200 million in medium-term EBITDA through synergies, validating media-betting convergence as a growth vector amid expansions—by 2025, over 38 states permitted wagering. However, execution challenges post-acquisition, including erosion against incumbents, underscored risks in scaling media-driven betting without dominant technology, as noted by analysts critiquing unified digital strategies. Overall, Score Media reshaped the landscape by proving media engagement metrics could fuel betting retention, inspiring hybrid models where apps like theScore prioritize seamless data-to-wager flows over siloed operations, though sustained profitability remains contingent on regulatory fluidity and competitive differentiation.

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  116. https://www.espn.com/sports-betting/story/_/id/39815402/sports-gambling-scandals-proving-betting-cynics-right
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  118. https://s27.q4cdn.com/806820601/files/doc_financials/2021/q3/theScore-Q3-F2021-Financial-Statements.pdf
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  120. https://www.theofficialboard.com/org-chart/score-media-and-gaming
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  122. https://www.appbrain.com/app/thescore-sports-news-scores/com.fivemobile.thescore
  123. https://www.egr.global/intel/news/penns-q2-results-show-interactive-losses-continue-to-shrink/
  124. https://digiday.com/media/thescore-ceo-john-levy-sports-betting-mainstream/
  125. https://www.businessinsider.com/how-us-sports-betting-is-changing-media-companies-partnerships-ma-2021-12
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