Analysis of New Jersey iGaming Revenue

January 14, 2014
Analysis of New Jersey iGaming Revenue

New Jersey released December and year-to-date gaming win numbers for its six casinos that are licensed to offer Internet gaming today. The figures gave us a first look into the New Jersey’s new industry.

Borgata led all casinos in Internet gaming win. It led the state in revenue for both poker and casino games. Party Poker also does business under the same license.

Caesars Entertainment was second in terms of gaming revenue for both casino and poker games. Its licensed brands include Caesars, Harrah’s, 888 and WSOP.

Gaming Figures by Game and Market Share

Poker Casino Poker % Casino %
Borgata $1.9 mil $1.846 mil 59% 38%
Caesars $1.2 mil $1.177 mil 38% 23%
Trump Taj Mahal $104k $779k 3% 15%
Tropicana x $749k x 15%
Trump Plaza $90 $428k 0% 8%
Golden Nugget x $178k x 3%

The chart shows all 2013 Internet gaming win, starting with the November 21 soft launch period.  The percentages show the product’s market share in New Jersey.

The first take from these numbers is that Borgata and Caesars are running away with the New Jersey online poker market. The two licensees own 97% of the market in terms of rake generated. Both licensees generated more rake than casino game revenue in 2013.

Borgata is the strongest brand in Atlantic City and Party Poker is a well known international brand. That marriage has made for a profitable venture. Party Poker has shown powerful marketing capabilities with sports teams sponsorships, large guaranteed tournaments right out of the gate and a strong social media campaign.

One problem with these figures is that two separate poker platforms operate under the Caesars license; WSOP and 888. WSOP has consistently been about 50 percent larger than 888, according to PokerScout. 888 started out slow but is catching up.

Trump Taj Mahal and Ultimate Poker hold 3% of the online poker market share. That is quite a difference from the share it holds in Nevada, where it only has one competitor.

Betfair’s online poker site has barely gotten off the ground. It has raked only $90 since its launch. Golden Nugget was expected to join Betfair on New Jersey’s Ongame Network but was late to the market. There has been little in the way of promotion for Betfair’s poker product.

Tropicana and Trump Taj Mahal hold a comparable casino market share. Golden Nugget is hard to compare to the others due to its issues receiving a full license. It did not fully launch until December 13. Golden Nugget is expected to see some success through its partnership with Bally where it offers exclusive slot titles.

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