Online casino operators in New Jersey are beginning to leverage the sports vertical more and more. The latest example of that comes from PlayStar Casino., which recently announced a partnership with the NHL’s New Jersey Devils.
Involving sports as a strategy to improve NJ online casinos is a great way to engage with players in both verticals. It can attract sports fans into trying to play slots and table games online.
These types of partnerships are important for the industry moving forward. Perhaps more iGaming operators will take note soon.
PlayStar-Devils partnership involves fan experiences, promos
Operators partnering with sports teams isn’t new in a sense. However, it’s more rare for an online casino brand, specifically, to team up with a franchise.
PlayStar and the Devils did just that last week, right before the NHL season kicked off. While the agreement includes added exposure for the operator, PlayStar Casino NJ customers directly benefit, too.
The deal includes a Golden Goal Sweepstakes, where fans can enter with a chance win $10,000 cash at every Devils home game if a goal is scored between the 11- and 10-minute mark of the second period. In addition, PlayStar is offering many more experiences, including VIP match packages, postgame photos on ice and more.
Jon Bowden, chief marketing officer at PlayStar, said the company had customers and Devils fans at the top of mind when agreeing to partner.
“Having already made such significant in-roads into the competitive New Jersey market, PlayStar is thrilled to announce that it will be partnering with the New Jersey Devils to bring even more locally focused benefits to our players,” he said in a statement.
“Through our sponsorship of the ‘Golden Goal Sweepstakes’ promotion and our extensive presence at Prudential Center, we’ll be able to position the PlayStar brand in front of a highly-engaged online casino audience while also offering new and existing customers alike the chance to win VIP home game and concert tickets as well as many other money-can’t-buy experiences.”
Why operators are partnering with sports team
Sports attracts thousands and thousands of fans, whether it’s football or hockey. Luckily for New Jersey, there certainly tons of teams in within the state.
Because of the state’s proximity to Pennsylvania and New York, that draws even more fans. The Garden State features strong contingents of two NFL teams (Giants, Jets), a pair of NBA franchises (Knicks, Nets), the two MLB squads (Yankees, Mets), and, of course, three NHL teams in the Devils, Rangers and Islanders. And that’s just in North Jersey. Consider down south, which boasts a strong group of Philadelphia fans of the Eagles, Phillies, 76ers, and Flyers.
Since the start of football, online casino operators in the Garden State have involved more sports promotions. For example, BetMGM hosted two Jets legends, Wayne Chrebet and Tony Richardson, during live dealer games last month.
FanDuel hosted former Patriots and Bucs star Rob Gronkowski for more live dealer fun. Gronkowski doesn’t have much of a tie to New Jersey, but his name alone can attract new players.
Sports fans are a different demographic than the consistent online casino player. However, it’s incredibly important for operators to target sports fans as potentially new iGaming customers.
Sports betting and online casino crossover is essential part of operators’ strategy in acquiring new customers. It’s a big reason why platforms offer sports-themed slots, which include multiple Jets titles:
- Big Kick
- Blackjack
- Football Studio
- Deluxe
- QB Blast
- Roulette
- Slingo
Look for iGaming operators to tap into sports even more as football season progresses, along with hockey and basketball.