Gambling operator Churchill Downs Incorporated (CDI) is replacing its fledgling sports betting/iGaming brand with its far more established race betting brand as it tries to run with the big boys in the US online market.

On Tuesday, CDI announced that it was moving to “a single brand strategy for its online wagering segment,” which currently encompasses both the popular TwinSpires advance deposit wagering site and the far less familiar BetAmerica brand, which is currently operational in only six states.

Henceforth, TwinSpires will be the brand under which all CDI’s online gambling operations are conducted, starting with the expected launch later this month of CDI’s online sportsbook and iGaming platform in Michigan. After that, retail and online sportsbooks in Colorado, Indiana, Michigan, New Jersey and Pennsylvania will undergo a similar identity refresh.

CDI president/COO Bill Mudd said TwinSpires “has consistently delivered over 13 years” and this legacy “offers a unique point of difference in a competitive space.” Translated, that means CDI has belatedly realized that brand recognition is a major differentiator in the rapidly expanding US sports betting market and BetAmerica just isn’t gaining traction.