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Offshore gambling brands are drawing a growing share of online attention in New Jersey, widening the gap with many licensed operators even as the regulated market continues to post revenue gains.
Unlicensed brands accounted for 33.25% of the Blask Index between September 2025 and August 2026, up from 26.40% a year earlier, according to new research from Blask. Projected earnings have not risen as quickly, but offshore brands grew them four times faster than licensed and mixed-license brands, suggesting actual revenue could follow if the trend continues.
Offshore search share jumps past 33%
The Blask Index measures search demand for real-money online casinos. Before July 2025, offshore operators’ monthly share never topped 30% in New Jersey. Since November 2025, it has fallen below that line only once, pointing to a sudden shift rather than a gradual climb.
Projected earnings rose more slowly. Blask estimates them using its Competitive Earning Baseline (CEB), a measure of projected revenue. Offshore brands’ share of CEB increased from 28.52% to 30.26% over the same 12 months.
BetMGM, bet365, and Borgata lose the most ground
The search losses were concentrated among licensed brands outside the state’s top two. BetMGM Casino, Bet365 Casino and Borgata Online each lost between 20% and 33% of their Blask Index, while FanDuel Casino and DraftKings Casino barely moved.
Most of those brands still grew their CEB, meaning licensed operators are losing attention faster than they are losing money.
Rainbet leads offshore growth by far
Rainbet, MyBookie, Bons, BetOnline and BetUS posted the biggest Blask Index gains among offshore brands. Together, they gained more than the offshore segment did as a whole because Betplay, betPawa and Bovada shrank.
Rainbet drove most of the momentum. It accounted for more than two-thirds of offshore CEB growth, and its projected revenue rose more than fivefold. Rainbet and MyBookie also grew their CEB two to three times faster than their search demand, a sign they are turning attention into earnings more efficiently than many rivals.
Licensed brands still convert search into more projected revenue each year, Blask found, but offshore brands are closing the gap quickly.
New Jersey’s online casino win keeps climbing
New Jersey’s licensed online casinos and sports betting operators remain strong.
The state Division of Gaming Enforcement reported on Sept. 16 that internet gaming win for casinos and their partners was $259.3 million in August, up 4.4% from $248.4 million a year earlier. Year-to-date internet gaming win reached $2.13 billion through August, up 13.2%.
August’s gain was smaller than the year-to-date pace, but it came as Blask’s measurement period closed with licensed operators still growing revenue.
Offshore growth raises regulatory questions
Unlike licensed operators, offshore sites do not pay gaming taxes in New Jersey or follow the state’s responsible gambling and regulatory requirements. Every percentage point of market share that shifts offshore therefore costs the state tax revenue and leaves players without those protections.
Blask’s figures reflect search behavior and projected earnings, not audited financial statements. Even so, they point to a clear trend: Offshore brands are gaining visibility and projected market share, while many licensed operators outside the market leaders struggle to keep pace.
