Make It Three: SugarHouse Sportsbook Enters NJ Online Sports Betting Market

Posted By Grant Lucas on August 23, 2018 - Last Updated on May 7, 2020

It may not be the first to offer mobile sports betting in New Jersey, but SugarHouse online casino is still a trend-setter.

Operated by Rush Street Interactive, the newly minted SugarHouse Online Sportsbook & Casino went live with an online NJ sports betting platform Thursday. As a result, SugarHouse Sportsbook becomes the first NJ online casino to integrate an online sportsbook with an online casino. (The NJ online sports betting site is still in soft launch mode.)

“Being the first US-based gaming operator to launch a regulated online sportsbook outside of the US has been helpful in establishing the SugarHouse Online Sportsbook & Casino,” Rush Street president Richard Schwartz said in a press release, referring to Rush Street’s regulated online operations in Colombia. “We’ve matured our sportsbook product and validated that players value our proprietary sportsbook loyalty program, including earning points on every single bet.”

What is available?

Take your pick of sports: NFL, college football, MLB, MLS, soccer, tennis, golf, even betting on UFC.

SugarHouse boasts more than 5 million in-play betting options to complement 450 casino games and live dealer games. With a shared wallet, players can easily flip between the online sportsbook and the casino.

A feature emphasized by SugarHouse is an early cash-out option for bettors who wager on in-game props. Here, players have the option to close out an active bet before the outcome is determined as a way to secure a part of their winnings or minimized losses.

The SugarHouse sportsbook displays odds in three different ways: American (Vegas-style), fractional (horse race-style), and decimal (easier for betting newcomers; multiply bet by the odds to calculate payout).

The SugarHouse sportsbook and casino app is also available for iOS and Android users.

SugarHouse vaulted by Kambi

Shortly after the US Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA) in May, Rush Street entered a multi-year deal with Kambi Group. The B2B sports betting provider supplies the online tech for SugarHouse, creating “a premium turnkey solution,” according to a Thursday release from Kambi, “which could be leveraged by operators in other regulated US markets.

“In what is another major milestone for Kambi, I am delighted we have been able to assist Rush Street Interactive in becoming one of the early movers in the online wagering market in New Jersey,” Kambi CEO Kristian Nylen said in the release. “To be providing our Sportsbook to two of the three online operators currently live in New Jersey is a great achievement and provides further evidence that Kambi is the trusted sports betting partner for operators wishing to enter regulated markets.”

Kambi played a key role in Rush Street rolling out its online sportsbook in Colombia, which occurred in June.

“In addition to creating a seamless integration between the Kambi and RSI platforms,” Schwartz said, “RSI has gained valuable operating experience running a Kambi-powered sportsbook that will be helpful as we expand into future markets.”

SugarHouse + DraftKings + playMGM

Until Wednesday, only one mobile sportsbook ruled the Garden State. Launched within the first week of August, the DraftKings Sportsbook app enjoyed several weeks of monopolization before MGM rolled out its playMGM app Wednesday.

Interestingly, the daily fantasy sports giant also partnered with Kambi Group — a month after Rush Street announced its partnership. Yet, as a press release noted, the agreement set up DraftKings to “leverage the Kambi technology ahead of its imminent sportsbook launch in the US state of New Jersey.

“Everybody knows there’s a big opportunity out there,” DraftKings CEO Jason Robins said at the time. “It’s a new thing, so people are trying to see how they want to go about it, who they want to partner with. Anytime you’ve got a big market about to be created, there’s so much opportunity out there that everyone should benefit, as long as you do it the right way.”

NJ online sports betting in its infancy

The trio of mobile sportsbooks may expand soon. Recently, NJ Division of Gaming Enforcement director David Rebuck told Legal Sports Report that several mobile operators may launch by the end of the month.

“We’ve got a lot of mobile products in the lab now,” Rebuck said, “and we’re very anxious and optimistic that before the end of the month we’re going to have a few more out there in New Jersey.”

While Rebuck remained tight-lipped on identifying said providers, several casinos have plans in the works.

In July, Caesars Entertainment, through its new Caesars Casino & Sports app, intended on rolling out its mobile operation potentially by football season.

Additionally, Resorts Atlantic City shared its plans to roll out a mobile sportsbook by September. And Meadowlands Racetrack owner Jeff Gural hinted at a possible FanDuel Sportsbook mobile platform in the near future.

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Grant Lucas

Grant Lucas is a longtime sportswriter who has covered high school, collegiate, and professional levels. A graduate of Linfield College in McMinnville, Grant now focuses his attention on the growing NJ online gambling and sports betting scene.

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