The New Jersey Division of Gaming Enforcement (DGE) has given Bet365 a thumbs up to go ahead with pre-live testing. Indeed, the European giant can now soft launch its sportsbook product in the Garden State. Essentially, the test phase gives the regulator the chance to see if Bet365 can thrive in the competitive US market. But also that Bet365 can iron issues before giving them a full license.
During the test period, all New Jersey residents can sign up for an account. After the trial period is over and if the DGE finds Bet365 successful. They will operate under a permanent status.
The final partner for Hard Rock
If the DGE approves Bet365 fully, they’ll operate under Hard Rock’s license. As you know in New Jersey, in order to have an online business, an operator musthave a brick and mortar license first. Or an operator can also associate itself with a casino that has an offline license. In total brick and mortar operators like Hard Rock can have 3 online partners.
Bet365 is not the first European Brand Hard Rock partners with. Indeed, not long ago, they’ve entered into an agreement with the Kindred Group with their Unibet brand. But before that Hard Rock also inked a deal with GiG for a branded sports app.
But Bet365 deal is slightly different from the other brand Hard Rock shook hands with. Indeed, Bet365 developed its own prepaid card to help account patron deposit. And that might give them an edge over other sportsbooks like Betfair some say.
Still far from certain
On paper, the deal between Hard Rock and Bet365 is perfect. After all, Bet365 is certainly one of the leading operators in Europe and Asia. But the truth is, the US market is a completely new beast to tame. And one that Bet365 has little experience with.
But in the end, they’re plenty of big operators ready to take over Bet365’s spot with Hard Rock if they don’t manage to satisfy the DGE’s requirements. And Bet365 knows that too. So undoubtedly they’ll do their absolute best for the trial period to go smoothly.