New Players on the Horizon: Potential NJ Online Casino Launches and Rebrands in 2023

Online Casino » New Players on the Horizon: Potential NJ Online Casino Launches and Rebrands in 2023

As we look towards 2023, the question on many minds is which new NJ online casinos will enter the established NJ gambling market. With the industry celebrating its 10th anniversary that year, it’s a prime opportunity for new players to make an impact. It’s possible that some brands may launch in 2023 due to their partnership with an Atlantic City casino. However, it’s important to note that having a land-based partner doesn’t guarantee success in the online realm, as we’ve seen in the past.

MaximBet Casino Bows Out of New Jersey: What’s Next for the Online Gambling Industry in the State?

The MaximBet Casino, which had previously announced a partnership with Nicki Minaj as an investor and sports betting ambassador, as well as a market access agreement with Caesars Entertainment, will no longer be launching in New Jersey. The parent company, Carousel Group, has decided to exit the US online gambling industry before ever going live in the state. It is uncertain when or if new online casinos will be joining the market in the near future, but it is possible that some established operators may rebrand in the coming year.

PlayUp Casino and Caesars Entertainment: A Market Access Partnership

The Australian operator, PlayUp Casino, has a market access agreement in place with Caesars Entertainment. Some may be familiar with the name PlayUp Sportsbook, which launched in 2021 through a partnership with Freehold Raceway. The addition of slot and table games could assist in growing their customer base, however, even if the online gambling platform becomes available, it is unlikely that PlayUp Casino will become a major player compared to established market leaders. In addition to casino games, PlayUp also offers a horse racing betting app in other markets.

Wheel of Fortune Casino: The Highly Anticipated New NJ Online Casino Brand

The Wheel of Fortune brand, the result of a partnership between BetMGM, Sony Pictures Television, and IGT, is set to debut as a new NJ online casino. Although BetMGM has not yet announced a launch date, the initial announcement stated it would be “coming to New Jersey this year.” The Wheel of Fortune slot game is highly popular, potentially making this new casino one of the most successful. Additionally, the partnership between Borgata Hotel Casino & Spa and BetMGM continues to thrive, with the license holder reporting a 20.7% year-over-year increase in NJ online casino revenue of $452.6 million through November.

Novibet Casino: A European Gaming Provider Making its Mark in the US Market

Novibet Casino may not be as well-known as some of the other names on this list, but it’s not a made-up company. It’s a European gaming provider that has a market access deal with Caesars Entertainment. The company’s CEO, George Athanasopoulos, recently announced that Novibet will be entering the markets in New Jersey and Pennsylvania.

The year 2023 may see the launch of the newly rebranded SI Casino

 Rebranding is a common occurrence in the world of NJ online casinos, as we have seen with the transformation of PlaySugarHouse to BetRivers earlier this year, and numerous others in the past nine years. SI Casino stands out as it is currently live as 888 Casino, one of the original online casinos that debuted in November 2009. Operating under the Caesars Interactive license, it makes more sense to use a universal brand name rather than using separate names for casino and sports betting. Last year, 888 stopped accepting NJ bets in preparation for the transition to SI Sportsbook, however, the change is still pending. The positive aspect of this situation is that, regardless of when the rebranding takes place, SI will not be starting from scratch.

Tropicana Online Casino Undergoing Rebranding and Name Change

Although the Tropicana online casino is still operating, it is now under a different name. Currently, the app displays the Caesars Casino branding, not to be confused with the Caesars Sportsbook and Casino platform. This change is not a result of Caesars expanding in the NJ online casino market. Previously, Tropicana used the Gamesys platform, but after merging with Bally’s Corp, it now uses the Light & Wonder software. The planned rebranding of Tropicana, which was originally set to take place during the summer, is still in progress. There is currently no information on when the name change will officially take place in 2023.

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