On August 28, 2025, Churchill Downs Incorporated (CDI) announced the completion of its acquisition of a majority stake in Casino Salem, located in New Hampshire. This strategic move includes rights to develop a charitable gaming venue, as well as entertainment and dining facilities.
The initial phase of this project debuted on July 9 at The Mall at Rockingham Park, featuring approximately 100 historical racing machines (HRMs) and 13 live table games. CDI’s future plans involve an ambitious expansion, including a rebranding of the venue, enlarging the gaming floor, and introducing new food and beverage experiences.
This acquisition, crucial for CDI’s expansion strategy, was financed through the company’s existing credit line. The decision to invest aligns with the growing demand for gaming and entertainment options in the region. The completion of this transaction marks a significant step in CDI’s efforts to broaden its footprint in the northeastern United States.
Remarkably, the New Hampshire Lottery recently reported that sports betting has made significant contributions to the state’s public education fund. In the fiscal year 2025, sports betting alone contributed $39 million, up from the previous record of $37 million in 2023. In this period, players placed more than 27 million wagers, totaling over $815 million. This marked a nearly 9 percent increase in both the number of bets and the amount wagered from the previous fiscal year.
Such figures underscore New Hampshire’s ranking as third in the nation in per capita state revenue generated from sports betting. The increased earnings from sports betting highlight the region’s potential as a lucrative market for gaming enterprises.
While CDI’s acquisition represents a bold step forward, there are alternative perspectives on the development of gaming facilities. Critics often express concerns about the social impact of increased gaming options, pointing to potential issues such as gambling addiction and its effects on communities. However, proponents argue that the economic benefits, including job creation and increased state revenue, offer a compelling counterbalance.
“Expanding our presence in this vibrant market allows us to offer a unique blend of gaming and entertainment while supporting local charitable initiatives,” a CDI representative might express, reflecting the company’s commitment to integrating community-focused elements into its operations.
Meanwhile, industry analysts continue to debate the long-term impact of such acquisitions on the broader market. Some suggest that increased competition could spur innovation and improve customer experiences across the board, while others caution that market saturation could lead to diminished returns for operators.
The gaming industry in New Hampshire and the wider region is on an upswing, with sports betting and casino operations driving significant economic activity. For CDI, this acquisition is not just a business expansion but a strategic effort to tap into a dynamic market poised for growth.
The broader economic context indicates a favorable environment for gaming investments, with consumer spending on leisure activities steadily rising. This trend reflects a post-pandemic shift in consumer behavior, where entertainment and experience-based spending are gaining traction.
Moreover, New Hampshire’s strategic location and favorable regulatory environment make it an attractive destination for gaming enterprises looking to capitalize on the growing demand. CDI’s investment underscores a confidence in the region’s ongoing potential for growth and development.
As CDI moves forward with its plans, the company remains focused on aligning its offerings with consumer expectations. The rebranding and expansion efforts are poised to create a more comprehensive entertainment venue, catering to diverse visitor preferences.
In conclusion, Churchill Downs’ acquisition of Casino Salem marks a significant milestone in the company’s expansion strategy, positioning it to leverage New Hampshire’s thriving gaming market. The state’s impressive sports betting revenue figures complement the acquisition, presenting opportunities for synergistic growth. While debates about the social implications of gaming persist, the economic benefits appear to hold sway, driving continued investment and development in the sector.
