Bet365 Setting Up Shop In South Jersey Ahead Of NJ Sportsbook Launch

Written By Bill Gelman on March 11, 2019 - Last Updated on April 30, 2021

Bet365 is officially setting up shop in New Jersey.

The British betting company crossing the Atlantic is a major pre-launch step into the NJ sports betting world.

ROI-NJ reported the news of the long-term lease, and it’s rather large at 18,876 square feet.

Marlton, where the office is located, is about an hour away from Atlantic City. The company is not talking about specific plans for the space, but those plans could be coming soon.

Bet365 is expected to launch its NJ mobile sportsbook during the second quarter.

Back in June, Bet365 signed a Letter of Intent with  Hard Rock Atlantic City for an online skin partnership. Online Poker Report reported that the operator is targeting a June 2019 potential launch date.

Bet365 in New Jersey still a work in progress

When it comes to NJ sports betting news, Hard Rock’s 2018 was non-existent.

The property announced partnerships with Gaming Innovation Group (GiG), Bet365 and Kindred Group (Unibet) last summer. But details of when the launches would happen remained a mystery.

The specifics remain a work in progress, but the plans are starting to become public. Bet365’s move into New Jersey is the latest sign something is afoot.

Hard Rock online sportsbook + Bet365 + Unibet

In late January, seven months after opening its Atlantic City casino, Hard Rock launched its mobile online sportsbook via its partnership with GiG. The platform is integrated into the existing NJ online casino app. The betting windows to its retail location opened days later on Jan. 30.

Joe Lupo, president of Hard Rock Atlantic City, said in an interview that phase two of the on-property sports betting should be operational by the end of March.

That’s perhaps a little on the nose for March Madness betting. The NCAA Tournament generates big business for sportsbooks, but the Hard Rock team is focused on football season.

In other words, Hard Rock is all in on sports betting in New Jersey.

Once Unibet and Bet365 launch, the property will fulfill its three online skins. AC casinos and NJ racetracks are allowed to have three mobile online sportsbooks apiece.

Once Bet365 and Unibet are operational, Hard Rock will join Resorts Atlantic City (DraftKings, BetStars NJ and Resorts) as the only Atlantic City casinos with three online platforms.

Monmouth Park and the Meadowlands Racetrack both have two online skins apiece, with a third expected to launch under each license later this year.

More about Bet365 online sportsbook

Bet365 is a multi-billion-dollar company and well-known internationally as an online sports betting giant. But it is one of many that established itself in London or elsewhere around the world and then targeted a piece of the NJ sports betting pie.

For instance, William Hill NJ has retail sportsbooks at Ocean Resort CasinoTropicana Atlantic City, and Monmouth Park along with an online platform.

Betfair US (aka FanDuel Sportsbook) has both retail and mobile sports betting via its partnership with the Meadowlands Racetrack.

And farther south, PointsBet Sportsbook hales from Australia but found a niche in NJ with its PointsBetting brand of action.

Now, Bet365 is coming to America via New Jersey, and unpacking is just the start of bigger plans ahead.

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Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and now NJ sports betting and online gambling.

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