There are nearly 20 legal online casinos available to New Jersey players, so it goes without saying that individual sites are under constant pressure to differentiate their product from the pack.
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The Ainsworth name might not resonate with most New Jersey gamblers, but its products certainly do. Currently, the company accounts for a nearly 10% market share in Atlantic City, boasting popular slots like Wild Fire Riches, Electric Nights King Strike, and the Mustang series of games.
Approximately 20 of Ainsworth’s games will launch on GVC powered sites shortly, with more added over the course of the next several months. Interestingly, Ainsworth is known for its mystery progressives, where a jackpot must hit before it reaches a designated dollar amount. To date, there are no slots of this variety on New Jersey online casino sites.
The window of exclusivity is rather narrow, just six months. Presumably, at that point other market players will introduce Ainsworth games.
GVC President of NJ Operations Kevin Allan had this to say about the partnership:
“This is fantastic news for both our B2B partners and the wider casino playing public of NJ. The online market has been stagnant for too long, with many casino’s offering a similar line-up of content. Ainsworth are helping us to really shake things up, bringing an entirely new collection of standout titles which are sure to be a major attraction and point of difference for our network.”
Saying that the online market is “stagnant” is hyperbole, as there are a fair number of site and/or network exclusives available. Not to mention, NJ online casinos are adding to their game libraries all the time, with even middle-of-the-road sites now offering more than 300 titles.
However, we will concede that differentiation is not exactly the industry’s strongest suit, so any opportunity to promote greater diversity is surely a welcome one.
Borgata sites ramping up
Online casino sites under the Borgata license haven’t exactly taken the industry by storm. After a strong start, due primarily to the Borgata’s strong brand recognition, growth margins have ramped up modestly, from $28.98 million in 2014 to $41.04 million in 2017, equating to growth of 41.6% over three years.
By contrast, the totality of the NJ online casino industry has grown by 135.9% over an equivalent span, spearheaded by the efforts of Golden Nugget licensed sites.
Borgata’s slow growth can mostly be attributed to complacency and a pedestrian online casino platform. However, with a more positive outlook toward US online gambling brewing, it appears that Borgata’s new iGaming partner (GVC acquired Bwin.Party in 2015) is taking to the aggressive.
In just the past few months, the Borgata license has:
- Revamped the online casino interface for Borgata Casino.
- Launched PartyCasino, which also features the new interface, as well as a recurrent promotional schedule.
- All three sites have launched Live Dealer games, becoming only the second license to do so. GVC-powered sites lease floor space from the Golden Nugget to provide Live Dealer, and also share some of its tables, but there are exclusive blackjack tables.
Given this, it really comes as no surprise that Borgata online casino sites set a personal revenue record in April, breaking the $4 million barrier for the first time. It still has a ways to go if it hopes to chase down Golden Nugget, but for now, the #2 spot in the market seems secure.
Adding dozens of exclusive games, many of which will likely resonate with land-based casino players, should only propel the network to new revenue heights, which could result in better offers for its player base.