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23 Aug 2019 By Zena Grantham

Bet365 Enters Sports Betting Market In New Jersey

Bet365 have soft-launched their first Sports Betting Site in the State of New Jersey, ahead of the NFL season which will commence in September.

The new site will allow players from the New Jersey jurisdiction to open accounts and place bets but they “must be physically located in the state of New Jersey”.

Partnership

Bet365 entered the US last summer after partnering Atlantic City’s Hard Rock Hotel & Casino, in the hope of launching their own sports betting site in New Jersey. Bet365 will be the third operator to go live after partnering Hard Rock, under their license from the New Jersey gambling regulators.

Bet365 signed a long-term lease to acquire 19,000sq of space at Green Tree Centre in Marlton, New Jersey, the location is a mere 50miles from Atlantic City.

Recently, we have seen other operators successfully enter the US market, including Unibet and The Gaming Innovation Group (GIG). The move into New Jersey sparks a real shift for Bet365’s expansion in to US Markets.

‘Up To Speed’

In April this year, Bet365 announced its partnership with Australian prepaid payment services provider, EML Payments Ltd. EML’s US Subsidiary will provide a customised Bet365 reloadable card program in New Jersey.

Although other operators are already in New Jersey, Bet365 reputation and brand awareness will in time bring the brand up to full speed in the local market. Last month alone, New Jersey’s retail sports book and online betting operations raised $251.3 million, with 85% coming from mobile.