There is no shortage of European gaming operators with forward-facing online casino brands in the New Jersey market. There’s PokerStars, PartyPoker, 888, and the singular European operator that has managed to capture a significant market share: Betfair.
Betfair online casino is one of the New Jersey online casino market’s great success stories.
Here’s how it’s done it.
Early marketing for Betfair NJ pays off
Betfair was one of the first online casinos to market in New Jersey.
In October 2013, a full month before online gaming in New Jersey, Betfair launched its “LetsPlayNJ.com” marketing campaign.
“LetsPlayNJ.com is a great way to build awareness about Betfair in New Jersey. We’re going to use it to give customers a taste of the Betfair experience that they will enjoy when we are permitted to launch our online casino,” stated Paul La Fontaine, MD of Gaming, Betfair said in a press release at the time.
LetsPlayNJ.com was just the beginning, as Betfair followed it up with a TV, radio, and billboard marketing blitz across the Garden State.
Providing an assist is Betfair’s online horseracing platform, TVG. TVG just happens to be the platform provider for 4NJBets, the only horse racing account-wagering platform in the state. That provided Betfair with a nice database to market to.
“Betfair has an established presence in the US which it gained through an acquisition of TVG in 2009,” the October 2013 press release notes. “TVG is the operator of the TVG horse racing television network that’s shown in approximately 35 million US homes and is a leading provider of licensed wagering on horse races through the Internet and mobile devices in the US.”
Loyalty and VIP program
Another big part of Betfair’s success has been its focus on VIP players.
Betfair’s NJ online casino has a VIP tab that details some of the perks its big players are eligible to receive, including hotel stays, event tickets, and VIP gifts.
Getting to a VIP level where these big rewards begin to kick in isn’t easy, but Betfair NJ is one of the only online casinos in the Garden State that highlights its rewards program and clearly lays out the path to VIP status.
Another major component of Betfair’s success is its numerous games, and the exclusive and specialty games it offers.
Betfair currently offers six of Inspired Gaming’s most popular virtual sports games:
- Horse racing
- Greyhound racing
- Stock car racing
- Motor (Indy car) racing
- Motorcycle racing
In addition to virtual sports, Betfair is one of only five New Jersey online casinos offering live dealer games*. Golden Nugget online casino, playMGM, Borgata Casino online, and PartyCasino are the others.
Live dealer games provide a significant advantage and are widely believed to be a key driver of Golden Nugget’s success. Golden Nugget was the first New Jersey online casino to offer live dealer games in August 2016 and has dominated the New Jersey online casino market for over a year.
Betfair NJ’s current live dealer table lineup is as follows:
- Four live dealer blackjack tables
- Two live dealer roulette tables, including a multi-view roulette
- One live dealer baccarat table
*All live dealer games in New Jersey are run through and broadcast from Golden Nugget’s live dealer studio.
- Deuces Wild Video Poker
- PokerBet Video Poker
- Jacks or Better Video Poker
- EZ Baccarat
- Hi-Lo Solitaire
- Pro Blackjack
- Roulette Royale