When DraftKings launched the first online sports betting app in New Jersey with its partner, Resorts Casino Hotel, it knew it was only a matter of time before there would be competition for mobile bettors.
That competition began to materialize this week, as two new mobile sportsbooks were launched in New Jersey, with more expected to come in the next few weeks.
PlayMGM, SugarHouse Apps Hit the Market
DraftKings’ reign as the only online option in the state ended on Wednesday, when PlayMGM NJ Sports was launched by the Borgata. The Atlantic City casino had been one of the first locations to offer in-person betting, doing so only hours after Monmouth Park in June.
At launch, the PlayMGM app appeared to be at a disadvantage when compared to the DraftKings Sportsbook, as only Android users could download the app to their devices. With no browser-based option available, that meant that Apple users wouldn’t be able to place bets through the Borgata’s entry, though that may change in the near future.
“The PlayMGM NJ Sports app is being initially shoft-launched on the Android platform, with an iOS version due to launch imminently,” MGM Resorts International said in a statement announcing the release of the mobile betting option.
A third entrant into the online sports betting sector came just one day later, when PlaySugarHouse.com was released. While the SugarHouse casino is located in Philadelphia, they partnered with the Golden Nugget in Atlantic City to enter the New Jersey market.
PlaySugarHouse.com is already a familiar name to those who enjoy online gambling in the Garden State. The Golden Nugget has led the way in online casino revenue in New Jersey, and the new sportsbook looks to piggyback on that success by running on the same platform as the casino.
Monmouth Park Aiming for Launch by NFL Season
It will be a while before we know which operator holds the advantage when it comes to online sports betting in the state. While the FanDuel Sportsbook at the Meadowlands appears to be the early leader when it comes to live betting, any future online entry won’t have the same geographical advantages as the brick-and-mortar location – near New York City and less than a mile from MetLife Stadium – that helped the bookmaker make $1.35 million in July after opening in the middle of the month.
There are also likely to be several more operators who want their piece of the mobile sports betting pie. One likely competitor is the Monmouth Park racetrack, which has partnered with William Hill to handle its sports betting operations. While Monmouth Park was the first to open a legal sportsbook in New Jersey, its numbers slumped in July, and an online component may help turn that trend around.
According to Monmouth Park operator Denis Drazin, the goal is to have their app up and running by the time the NFL regular season starts in early September.
“I spoke with [William Hill US CEO] Joe Asher and he says we’re close and the DGE is working as hard as they can to try and get us up and running before football season starts,” Drazin told the Asbury Park Press. “He is very mindful of the fact that we need to be open before football. He think we’re close but can’t give me an exact date.”