[toc]New Jersey Assemblyman Ralph Caputo wants you to know exactly which NJ online casino and poker sites are partnered with which casinos.
He is the chairman of the Assembly Tourism, Gaming and the Arts Committee, which has just passed bill A2811, sponsored by Caputo himself.
Simple bill demands casino names to be displayed online
The bill, which passed unanimously, specifies that all New Jersey state-regulated gambling sites must display the name of their partner casino both online and in advertisements.
“Each casino licensee that conducts Internet gaming in partnership with its internet gaming affiliate under a license issued by the Division of Gaming Enforcement shall cause the name of the licensed casino and its Atlantic City property to be prominently displayed on each internet gaming website it operates under that license, and to be prominently printed, displayed, announced or otherwise disseminated on each form of internet gaming advertisement conducted by the licensee or its internet gaming affiliate.”
The Division of Gaming Enforcement will then be required to make periodic checks to ensure that this mandate is actually happening.
Assemblyman Caputo wants more online players to visit live casinos
The aim of the bill is to increase the crossover traffic from internet gaming to live casinos.
Caputo is concerned about weak land-based casino revenues in New Jersey. He wants to help them by attracting a higher proportion of internet players to spend cash in person at the corresponding casinos of their favorite sites.
Online players have a different demographic profile than visitors of live casinos. Most notably, they are younger on average. And casinos are generally keen on ensuring their customer base doesn’t age as the result of competition from online entertainment.
The Borgata and Caesars have publicly stated they have achieved excellent results in attracting online customers to their brick-and-mortar properties, but Caputo believes the prominence of the connection between the two will give any progress a boost.
The reality is that online revenues are dwarfed by the live casino revenues, and big brands such as Caesars, Borgata and the Golden Nugget are more powerful in New Jersey than some of the online brands such as Betfair, 888 or Pala.
An unexpected result, if Caputo’s bill becomes law, could be a greater level of confidence in those lesser known brands. As customers become more aware that online casinos are connected to big casino names, they may feel more trustful of their sites and become more willing to deposit online.
The online operators already display the Division of Gaming Enforcement logo so that players know the difference between an unlicensed offshore site and one that is regulated by the state of New Jersey. An extra logo mentioning the casino name should reinforce this imprimatur of authority.
As Steve Ruddock points out in his analysis of the bill, the law could also make live casinos focus more management time on their NJ online casino partners. The fact that their online sites will sport the casino’s name could give casino bosses extra incentive to protect their brand.
Full list of NJ online casinos and their live casino partners
Borgata Hotel Casino & Spa
Caesars Atlantic City
Golden Nugget Atlantic City
Resorts Casino Hotel
Tropicana Casino and Resort
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