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Only a day after the first online sports betting app received official approval from the New Jersey regulator, Resorts Casino announced that it is launching a second in partnership with international brand BetStars.
BetStars is the primary global sports betting brand belonging to The Stars Group. Stars and the Resorts Casino have an established partnership. It began when they launched PokerStars online poker in the Garden State.
This will be the debut of BetStars in the US. SVP Strategy & Operations, USA at The Stars Group Matt Primeaux explained:
“We have successfully launched the BetStars brand in many European regulated markets and we have invested heavily to create a premier global offering. Working with our longstanding partner, Resorts, we are really excited to introduce a brand-new consumer experience by bringing New Jersey fans closer to the sports and the teams that they love.”
One advantage that players and sports bettors will gain is the shared wallet. That allows for players to use a single account for both play at PokerStars and bets at BetStars.
BetStars brings modern sports betting technology
BetStars plans to offer a comprehensive and diverse range of sports betting options. Primeaux said that BetStars would be offering:
“In-play wagering, bespoke accumulators, and live streaming, as well as an ecosystem of free-to-play products and promotions and sports content, for dozens of sports, including professional and NCAA football, basketball, and baseball as well as horse racing, hockey, soccer, tennis and other sporting markets.”
New Jersey sports bettors who haven’t succumbed to the attractions of the offshore black market operators will be amazed at the way technology has changed the sports betting experience.
The whole sports betting process is easier and more enjoyable than it has ever been. With increased competition, operators are striving to make the experience more enjoyable.
BetStars has nearly a dozen sports betting licenses in different countries. As such, it offers international support in 17 distinct languages. This level of expertise will make BetStars stand out according to Primeaux:
“We believe The Stars Group is uniquely qualified with the experience and insight needed to make sports betting a success in New Jersey.”
Resorts doubles up with BetStars
Those unfamiliar with the way the gaming license system works in New Jersey may be surprised that the Resorts Casino could announce one online sports betting product with Draft Kings and another with the Stars Group the following day.
New Jersey regulations allow licensed casinos to partner with multiple online partners. This is known as offering multiple skins. What that means is one casino can target different demographics by deploying different brands that appeal to different market segments.
Resorts clearly believes that it has a commercial advantage in working with two such accomplished brands.
Resorts President and CEO Mark Giannantonio, expressed his pleasure at the deal:
“We’re excited to double down on our already successful partnership with The Stars Group, which owns leading sportsbooks globally and has always been known and respected for their advanced technology, superior customer experience and cutting-edge security safeguards.
PokerStars is doubling down on sports betting
The opportunity to launch New Jersey regulated online sports betting is equally attractive to the Stars Group. It is the most famous online poker operator in the world through PokerStars. However, the firm only recently expanded into sports betting.
Nevertheless it is aiming to be a major player in the global online sports betting industry. It purchased two sports betting operations in Australia, Crown Bet and William Hill Australia. Additionally, it just finalized its purchase of UK based sports betting specialist Sky Betting and Gaming (SBG).
The opening up of the legal sports betting market in the US couldn’t have come at a better time for the company which obviously has ambitions to be a major player in the market.
The BetStars launch won’t happen until the companies gain regulatory approval. Thankfully the New Jersey Division of Gaming Enforcement (DGE) has been in overdrive as it works to approve sports betting licenses. It is unclear whether or not Resorts plans to offer a sportsbook on property. Moreover, if it does, it is unclear what brand that book will operate under.
The Supreme Court only overturned the Professional and Amateur Sports Protection Act of 1992 (PASPA) in May.
Since then the DGE has already approved sports betting licenses for five New Jersey casinos, two racetracks, and an online operator:
