The Stardust Sportsbook, launched in 1976 under the direction of Frank "Lefty" Rosenthal, represents the transition of sports betting from marginalized "turf clubs" to a central casino attraction.

The Tax Break

Capitalizing on the 1974 federal excise tax reduction (from 10% to 2%), the Stardust introduced the "Superbook" concept, featuring theater seating and giant projection screens to increase dwell time and spectator engagement.

The Stardust Line

Operationally, it established the "Stardust Line," serving as the primary market maker for North American sports odds. By accepting the highest limits in the city, the Stardust set the pricing standard that other legal and illegal bookmakers followed.

Technology and Counter-Technology

This era also saw the rise of computerized handicapping (e.g., The Computer Group), forcing casinos to evolve their risk management strategies from intuition-based bookmaking to data-driven defense. The war between sharps and books had begun.

Legacy

Rosenthal's innovations made sports betting a legitimate casino profit center. The sportsbook went from a back-room afterthought to a primary attraction—a transformation that would culminate in the post-PASPA era.