In May of 2018, the state of New Jersey won its decade-long battle against the NCAA and major professional sports leagues in the United States Supreme Court, paving the way for legal sports betting.
As the leader of the fight, it was only fitting that the Garden State become one of the first states to offer widespread sports wagering. With the stroke of a pen on June 11, just four weeks after the federal ban on sports betting (PASPA) fell, it did just that. It was then that New Jersey Governor Phil Murphy signed a bill unanimously passed by the Assembly and Senate that legalizes sports wagering and gives regulatory power to the Division of Gaming Enforcement (DGE).
Today, New Jersey plays host to one of the country’s largest sports wagering industries, encompassing nearly a dozen land-based sportsbooks, and even more online and mobile apps. With so many books available, knowing where to play can be a tough exercise, which is why Sports Handle has put together this comprehensive guide to the industry, including our exclusive power rankings broken down by license holder.
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New Jersey sports betting: by the books
There is no shortage of land-based casinos, horse tracks, and online sportsbooks in which to place a straight, parlay, or teaser. Listed below is a comprehensive table illustrating all the sportsbooks where bettors can wager today.
New Jersey online & mobile sportsbooks
New Jersey land-based sportsbooks
|The Meadowlands||FanDuel Sportsbook||East Rutherford||Yes|
|Resorts Casino||DraftKings Sportsbook||Atlantic City Boardwalk||Yes|
|Monmouth Park||Monmouth Park Sportsbook by Will Hill||Oceanport||Yes|
|Ocean Casino||William Hill Sportsbook at Ocean Resort||Atlantic City (Boardwalk)||Yes|
|Bally’s AC||Wild Wild West Sportsbook||Atlantic City (Boardwalk)||No|
|Harrah’s AC||The Book||Atlantic City (Marina)||No|
|Hard Rock Casino||Hard Rock Sportsbook||Atlantic CIty (Boardwalk)||Yes|
|Golden Nugget AC||The Sportsbook||Atlantic City (Marina)||Yes|
|The Borgata||Moneyline Sportsbook at Borgata||Atlantic CIty (Marina)||Yes|
|Tropicana AC||William Hill Sportsbook at Tropicana AC||Atlantic City (Boardwalk)||Yes|
The latest NJ news
May marked the return of live sports on U.S. soil. While it’s mostly a symbolic win for sportsbooks, the rest of the year looks promising.
Company completes merger and will be listed as DKNG on the NASDAQ despite dearth of sports available to bet on.
Table tennis was the clear winner last weekend, as mobile books operated without most major professional sports amid the coronavirus crisis.
New Jersey sportsbook operator power rankings
Presently, the NJ online sports betting industry has been dominated by two license holders, one a horse track with a locational advantage and ties to a daily fantasy sports giant, the other a smallish Atlantic City casino that has linked arms with an even bigger DFS behemoth.
Below we rank licensees based on several criteria, including revenue generated to date, overall market trajectory, quality of the sports betting products, and how many online skins are presently available.
#1 – The Meadowlands Racetrack
- Retail sportsbook: FanDuel Sportsbook at the Meadowlands
- Retail launch date: July 14, 2018
- Online betting: Yes
- Online sportsbooks: FanDuel Sportsbook, PointsBet Sportsbook, CG Technology Book (coming soon)
Located in the heart of East Rutherford, The Meadowlands Racetrack was among the first venues to open a sportsbook outside of Nevada, having taken its first wager just two months after PASPA fell. A mere stone’s throw away from New York City, and smack dab in the middle of one of New Jersey’s biggest population centers, the book at the Meadowlands has thrived, pulling in more revenue than any other retail book in the state.
Of course, it doesn’t hurt that the book is operated by one of the largest worldwide gambling operators in Paddy Power Betfair, which merged with FanDuel in 2018 to create the FanDuel Group. FanDuel, which is among the most popular daily fantasy sports brands worldwide, acts as the forward facing brand of both the Meadowlands’ retail book and its primary online/mobile wagering site.
Supplementing the Meadowlands is its second online skin, PointsBet, an aggressive upstart based in Australia that is taking the NJ online sports betting industry by storm through its clever promos and niche spread betting format, the aptly titled PointsBetting. Together, the duo has skyrocketed to the top of the online sports betting revenue charts, supplanting early frontrunner Resorts Digital (DraftKings Sportsbook and others).
There’s a reason beyond strong branding and a good location as to why the Meadowlands is doing so well, and that’s quality: All of its products boast solid lines, sleek packaging, and are user-friendly. Factor in that the Meadowlands will soon be welcoming CG Technology, which operates books at seven Las Vegas resorts, as a third online partner, and it’s plain as day why the operator grabs the numero uno spot in our rankings. Draftkings and Fanduel are both looking to expand their online presence as well in Virginia.
#2 – Resorts
- Retail sportsbook: DraftKings Sportsbook at Resorts
- Retail launch date: November 20, 2018
- Online betting: Yes
- Online sportsbooks: DraftKings Sportsbook, Resorts Sportsbook, FOX Bet Sportsbook NJ
The Kambi powered DraftKings online sportsbook was the first mobile wagering platform to go online in New Jersey, taking its first bets in early August 2018. Being first to market certainly had its perks, as DraftKings was able to leverage its exclusivity and massive existing daily fantasy sports database to much early success. Its meteoric rise also proved a wake-up call to New Jersey casino brands, that the DFS sites were in it to win it.
Since, DraftKings has faltered a bit, due to what we believe is stiffening competition, below average lines relative to the market, and a rather bland user interface. Despite this, it remains among the industry’s revenue leaders, and now also generates a healthy dose of online casino revenue as well (casino games were integrated in December 2018).
FOX Bet followed as the second skin on the Resorts Digital license in September 2018, originally under the BetStars brand, received its new name after its parent company (The Stars Group) formed a game-changing partnership with FOX Sports the following year.
Resorts Casino itself added a sportsbook to its existing iGaming site. The SBTech powered book is a solid option regularly offering reduced juice, decent promos, and featuring a sleek interface and fully integrated cashier. But the prop pricing is very poor.
The sole land-based book under the Resorts license is the DraftKings Sportsbook at Resorts AC, which launched in December 2018. Although aesthetically impressive, the smallish book hasn’t been a major source of revenue (but still better than some), likely due to its location in one of Atlantic City’s smaller casinos. Some might say that the mediocre lines, the same lines found on DraftKings’ online site, aren’t helping matters.
#3 – Monmouth Park
- Retail sportsbook: Monmouth Park Sports Book by William Hill
- Retail launch date: June 14, 2018
- Online betting: Yes
- Online sportsbooks: William Hill NJ, Play SugarHouse, theScore
There was perhaps no one more excited about the launch of legal sports betting than Monmouth Park operator Dennis Drazin. The audacious CEO of Darby Development was readying sports betting at the struggling racetrack well ahead of the Supreme Court’s decision. His gamble paid off, as the Monmouth Park Sports Book by William Hill was ready to roll as soon as the gavel came down.
The June 14, 2018 launch generated a ton of publicity, and in our opinion, it was warranted, as this wasn’t a half-baked sports betting effort. Instead, the retail Will Hill book is well-conceived (albeit quaint) and has proven a solid revenue generator for the state.
On the online front, Monmouth Park licensed sportsbooks perform admirably, although nowhere near as well as Resorts or the Meadowlands. In addition to the William Hill NJ app, which is really about as no-frills as it gets, Monmouth Park picked up Play SugarHouse, after the latter abandoned the Golden Nugget license for sports betting, presumably because Golden Nugget was, at the time, forbidden from offering NBA lines. This has since changed, but SugarHouse has stuck with Monmouth Park.
Play SugarHouse, like DraftKings, is powered by Kambi, but the main lines are a tad better. The operator has also fully integrated its sportsbook into its very popular and innovative online casino. And while the sportsbook feels awfully busy, it isn’t afraid to offer all sorts of outlandish props (just be warned about the pricing) and in-game wagers.
Monmouth Park also hosts an online sportsbook from popular sports app provider theScore. theScore’s online sportsbook has been a severe underperformer, perhaps due to their lackluster offerings.
#4 – Ocean Resort
- Retail sportsbook: William Hill Sportsbook at Ocean Resort Casino
- Retail launch date: June 28, 2018 (temporary), September 1, 2018 (permanent)
- Online betting: Yes
- Online sportsbooks: William Hill NJ
The new William Hill branded sportsbook at Ocean Resort Casino is nothing short of a delight. Coming in at 7,500 square feet, and located smack dab in the middle of the casino floor, this is a book that is clearly meant to be seen. There have been months where the retail book has performed better than any other sportsbook in Atlantic City by a wide margin, which is all the more impressive considering the former Revel Casino ranks dead last in gaming revenue for Atlantic City casinos.
The Will Hill online sports betting app tied to Ocean Resort lacks a lot of bells and whistles but is still a healthy earner for Ocean. William Hill gave their online sportsbook a few upgrades in late 2019 including more ingame options, more promotional offers and updated their welcome bonus to stay with the times, and has since been performing better in a very competitive NJ market. So, if you haven’t checked out the William Hill online sportsbook in a while, it may be time to give it another look.
Unfortunately, the casino has yet to integrate a sportsbook into its existing (and struggling) online casino site. And with no announcement on when that will happen, Ocean Resort is dependent on online sports betting revenue from just the one skin.
#5 – Caesars Entertainment
- Retail sportsbooks: Wild Wild West Sportsbook, The Book
- Retail launch date: July 30, 2018 (Wild Wild West Sportsbook at Bally’s), August 1, 2018 (The Book at Harrah’s Casino)
- Online betting: Yes
- Online sportsbooks: Caesars Casino & Sports, 888 Sport NJ
Caesars Entertainment actually makes use of two sports betting licenses, one at Bally’s AC and the other at Harrah’s Casino (although ironically, not one for Caesars AC). The two retail books are quaint, and not really big revenue generators, although that could change when Harrah’s unveils its permanent sportsbook (supposedly soon), and Bally’s does the same (later on). Both retail outlets are powered by Scientific Games’ OpenBet tech.
Turning to online, Caesars Entertainment has two skins, both under the Bally’s license. They are Caesars Casino, and 888 Sports NJ. Caesars Casino is the better of the two, as it’s fully integrated into the existing Caesars online casino site, and shares a wallet and loyalty program (Caesars Rewards) with the same. The lines, especially on sports like MLB are really solid. But the problem is the menu of betting options is severely limited; far too limited for a brand that carries the Caesars name.
888 Sport NJ, like other online books initial offerings were not that impressive, but have since made upgrades in an effort to compete. 888 has always had a huge selection of betting markets, a shared balance with casino and poker and an easy to use interface, but their promotions were not really getting the draw they were looking for. In mid 2019, 888 added weekly bonus offers including $50 risk-free bet every Monday and a chance to earn up to a $50 free bet every day.
#6 (tie) – Hard Rock
- Retail sportsbook: Hard Rock Sportsbook
- Retail launch date: January 29, 2019 (temporary), April 1, 2019 (permanent)
- Online betting: Yes
- Online sportsbooks: Hard Rock Online Casino, Bet365, Unibet
Don’t let the middle-of-the-road ranking fool you, as there’s a firm possibility Hard Rock Casino will move up the charts throughout 2019.
Hard Rock’s GiG powered land-based and online sportsbooks launched in tandem, just days ahead of Super Bowl LIII. Clearly a placeholder, the retail book featured no real seating, no video walls, and no bar — three key components for any successful sports betting endeavor. What it did feature is the promise of a new permanent facility, one worthy of the iconic brand.
That permanent book went live on April 1, 2019, and features 3,800 sq. ft of dedicated space, seating for 50, 60 TVs, and a full-service bar equipped with the casino bar mainstay: video poker. It’s not an ideal set-up, as seating is limited and TVs line the wall (as opposed to a video wall), but it’s a massive step up from the temporary sportsbook.
Hard Rock has partnered with two European heavy hitters in Unibet and Bet365 for their online sportsbooks. Unibet was one of the original online sportsbooks, launching in 1999 and boasts over 11 million customers in over 100 countries. They are bringing that experience to the Garden State via their Kambi powered online book that brings great promotions, solid lines and an easy to use interface.
Bet365, although not a household name in the US just yet, is one of the biggest online sportsbooks in the world. Bet365 are pioneers in the game, being the first to offer ingame betting, live streaming and many other features we all know and love today. When I say Bet365’s betting market and options library is massive, that is an understatement. Despite having the most betting options of any online sportsbook, it comes in an easy to use, non-cluttered package that caters to the rookie sports bettor and the most experienced alike. Bet365 is worth a look.
#6 (tie) – Golden Nugget
- Retail sportsbook: The Sportsbook
- Retail launch date: August 15, 2018 (temporary), September 1, 2018 (permanent)
- Online betting: Yes
- Online sportsbooks: Golden Nugget Casino, BetAmerica
Golden Nugget AC was the first Atlantic City-based casino to open a permanent facility, launching just ahead of the 2018 NFL football season. In terms of retail books, we rank Golden Nugget’s efforts as the best Atlantic City has to offer behind Ocean Resort. The book features seating for 100, an impressive 50 TVs, five video walls, self-serve kiosks, and other amenities.
Initially, Golden Nugget was unable to accept wagers on NBA games due to NJ laws stating that any operator with a major interest in a sports franchise cannot accept wagers on that sport. Golden Nugget owner Tilman Fertitta also owns the Houston Rockets, but the rules have changed and Golden Nugget is now able to accept wagers on the NBA.
Golden Nugget’s online casino remains a top performer, but unfortunately, that has not crossed over to their online sportsbook. This is also true for their second skin, BetAmerica, who has not seen much action itself. BetAmerica is the online gambling wing of CDI (Churchill Downs Inc) who brings their own proprietary software to New Jersey. CDI has lofty goals in the US market, including scooping up a casino in PA primarily for igaming, but so far has proven to not be as big of a draw as first expected.
#8 – Borgata
- Retail sportsbook: Moneyline Sports Bar and Sportsbook
- Retail launch date: June 14, 2018 (temporary) June 29, 2019 (permanent)
- Online betting: Yes
- Online sportsbooks:Borgata Sports, BetMGM Sports
Borgata was just hours behind Monmouth Park in becoming the first retail sportsbook in New Jersey by seemingly overnight adding Sports betting to their Racebook. Almost a year later, in June 2019, Borgata debuted the Moneyline Bar and Sportsbook, that true to its name is more of a sports bar than an actual sportsbook, but it works. Featuring pool tables, over 20 craft beers on tap and a full (delicious) food menu, a massive tv wall and plenty of seating. The sportsbook has self-serve kiosks and 3 teller windows tucked away in the corner.
As far as Borgata’s online sportsbook, it has not performed as well as Borgata may have hoped, and this may be due their subpar initial offerings. Since then, Borgata online sportsbook has gone through some upgrades, added additional betting options especially in their ingame library, but the app can sometimes be a little difficult to navigate and promos can be a little confusing. That being said, their welcome package of a $300 Risk-Free bet is a great offer that can’t be overlooked.
BetMGM online sportsbook also went through a massive upgrade in mid-2019, complete with adding a ton of ingame betting options. This upgrade brought them from a mediocre sportsbook, to one that could compete for a top online sportsbook in New Jersey. BetMGM really stands out for their huge library of prop bets, where no other online sportsbook can come close.
#9 – Tropicana
- Retail sportsbook: William Hill Sportsbook at Tropicana AC
- Retail launch date: October 25, 2018 (temporary), March 8, 2019 (permanent)
- Online betting: No
- Online sportsbooks: N/A
In March 2019, Tropicana became the third venue in NJ to open a fully-fledged William Hill sportsbook, and at 5,000 square feet, it’s nearly as impressive as the one at Ocean Resort. Tropicana AC is a casino on the rise, having undergone multiple renovations as part of a recent revitalization effort.
However, the real money in sports betting is online, so it’s impossible for us to rank Tropicana any higher than last when every other sports betting operation in New Jersey features at least one skin.
Regulations, taxes, and fees
Under New Jersey law, only qualified casino and racetrack properties can apply for a sports betting license. In addition, anyone hoping to run an online sportsbook must first be partnered up with a license holder.
The tax rate on NJ sports betting was set at 8.5% on gross gaming revenue for land-based casinos and tracks, with tracks paying an additional 1.25% to the Division of Local Government Services in the Dept. of Community Affairs. Later, in October 2018, Gov. Murphy signed off on an additional 1.25% tax to be paid by casino sportsbooks, with the funds allocated for the Casino Reinvestment Development Agency, and used for the purposes of marketing Atlantic City. Online sportsbook pay a flat 13% tax on gaming revenue.
The fee to apply for a sports betting is $100,000.
License holders are limited to three individually branded websites, or skins, each, and only have a 270-day window in which to operate an online book without a retail facility. This hasn’t proven an issue so far, as all license holders went live with retail outlets before going online, or in tandem.
There are a few additional caveats in the regulations that have impacted the industry. For one, any operator with an interest in a sporting franchise cannot take wagers on the league in which that franchise calls home. Additionally, while operators can take wagers on college sports, they are forbidden from taking bets on college games that involve New Jersey teams, regardless of whether they’re played in New Jersey or not.
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