American is growing more accustomed to the Europe attitude towards gambling, as is seen with the development of a new partnership between major gambling software company Playtech, UK gambling giants Bet365, and the infamous Hard Rock Casino. The new casino will breathe life back into Atlantic City, as Playtech looks to make moves in the US. This isn’t the first move in the US for Bet365, who have already collaborated with Century Casinos Colorado to offer online betting options there.
A decision from The New Jersey Division of Gaming Enforcement (NJDGE) has granted regulatory approval to the Playtech group. The approval is huge for the New Jersey gambling scene and promises to provide wagering options to customers, through land-based and online betting markets. Spokesman and CEO of Playtech Mor Weizer stated “we are delighted to have met the stringent regulatory requirements of the NJDGE and to be launching in New Jersey with our long-standing strategic partner Bet365.”
Bet365 is the most profitable bookmaker in the world and has been in the business for over 2 decades now. The partnership will do wonders for Playtech as they try to conquer the New Jersey betting market and provide second-to-none betting services to punters in Atlantic City. Bet365 has pioneered the online betting scene and their ability to develop fresh ideas into functioning products for the market is unparalleled.
Secondly, we come to the other part of this trio the Hard Rock Atlantic City Casino. The Hard Rock brand has faded over the years – from the goliath it once was. However, Playtech and Bet365’s input from the gambling side of things, coupled with Hard Rock’s experience with casino hospitality and management, should make for positive results. Obviously, the COVID-19 lockdowns sweeping across certain areas of the country will have an effect on the numbers playing there, as well as accessibility to the facility. But, this is a long-term opportunity and one which will take many years to get right, so for now this shouldn’t be a major concern.
An Online Presence
As well as looking to support the Jersey shore gaming industry in general, Playtech looks to take advantage of Bet365’s mobile capabilities and provide online gaming services to the state and beyond. Atlantic City has been the hub of gambling outside of Vegas for a very long time and starting there is a great plan. However, it doesn’t stop there for Mor Weizer’s vision.
The federal government seems to be softening their restrictions regarding gambling, allowing states to make up their mind how they control gambling. These changes are largely the reason this partnership went ahead. They will look to build on the foundations they have in New Jersey, exploring the opportunities available across the United States as state regulators assess the possibility of allowing gambling in their respective states. Playtech already has licenses with online sports betting companies in the US and will look to build on those partnerships in the coming years.
While the focus is on Playtech and the rejuvenation of gambling in Atlantic City, it’s Bet365 who will be quietly celebrating. Bet365 is a UK based company and has had their sights set on the US for some time. As we mentioned before, the deal with Century Casinos makes this another foothold in the US market. Bet365’s mobile gaming and sports betting products are of the highest quality. While we see many other operators in the UK replicating them, Bet365 do things better and continue to lead the UK gambling industry. There is a lot of talk about gambling opening up in California, which would be something Bet365 CEO Denise Coates will have her eyes on if things were to change.
Whatever happens in the coming years, the sports betting industry in New Jersey seems to be on the up. With significant year-on-year drops in revenue, there was a definite need to inject some life back into the boardwalks of Atlantic City. The coronavirus will certainly scupper any immediate plans. But, with such big companies involved, things can’t really go wrong. The return of sports across the world will spark life back into betting activity in the state and on into 2021.