The New Jersey sports betting number to beat is now $445.6 million.

That was the total amount wagered in September.

The New Jersey Division of Gaming Enforcement released the latest numbers today, and let’s just call it a record-shattering month.

The Garden State’s previous best month came in January with $385 million. And September 2019 was miles above what was bet in September 2018, which posted just $184 million.

Head to head with Nevada

No surprise, the bulk of the September handle ($374.2 million) came via those 17 sportsbook apps. In 2018, there were just eight apps.

NJ sports betting revenue came in at $37.9 million for the month, which reflects a 59.3% increase from the $23.8 million posted a year ago.

But while the new tally may be impressive, it wasn’t enough to top Nevada for the third month in a row. The Silver State reported a handle of $546.2 million for September. Last fall, Nevada reported a record-smashing $571 million for September.

For the year, total bets in New Jersey near $3 billion. In 2018, Nevada’s total amount wagered was $5 billion.

No surprise: FanDuel still setting the table in NJ sports betting

Like the NFL’s New England Patriots, FanDuel Sportsbook continues to be the operator everybody else is chasing.

The Meadowlands Racetrack, its land-based partner, reported $16.9 million, which includes PointsBet NJ.

That figure marks a significant jump from the $7.2 million reported a year ago, which came just weeks after FanDuel’s NJ launch. (PointsBet did not arrive until December.)

So in terms of the overall picture, the sports betting giant continues to keep a significant distance from the rest of the pack.

Here is a breakdown of how the other operators fared:

Property (Online)Online RevenueRetail RevenueSeptember Total
TOTAL$29,418,312$8,455,063$37,883,375
Bally's (Caesars, 888)$486,668$241,703$728,371
Borgata (BetMGM, Borgata Sports)$721,801$756,416$1,478,217
Golden Nugget (BetAmerica, GN Online)$336,740$150,698$487,438
Hard Rock (Hard Rock online, Bet365 NJ, Unibet)$178,255$231,150$409,405
Harrah's-----$118,102$118,102
Meadowlands (FanDuel, PointsBet)$13,288,150$3,644,456$16,932,606
Monmouth (William Hill, SugarHouse, TheScore Bet)$2,364,466$996,844$3,361,310
Ocean Resort (William Hill)$1,301,140$1,804,785$3,105,925
Resorts (DraftKings, Fox Bet, Resorts Online)$10,721,309$340,117$11,061,426
Tropicana (William Hill)$29,783$170,792$200,575

Welcome to the party, Fox Bet

The big question going forward is this: Do any of the current license holders have what it takes to knock FanDuel and the Meadowlands out of the No. 1 position?

Well, Resorts Digital is definitely one to watch, as DraftKings Sportsbook and Fox Bet NJ make for a potent one-two punch.

The latter is, of course, the rebranded BetStars NJ app from The Stars Group that launched in early September.

The three platforms reported a combined $10.7 million, all of which was online. That number is 26% higher than in 2018 and a 60% increase from August.

The DGE does not include a monthly breakdown of each sportsbook app, but it’s safe to assume that Fox Bet and DraftKings are gaining ground thanks to NFL betting.

Ocean Casino + William Hill = a winning team

It’s no secret that Ocean Casino Resort continues to make positive strides under new owner Luxor Capital.

While the numbers on the casino floor continue to tick upward, the property’s William Hill sportsbook is attracting NFL and college football betting crowds.

Ocean reported $3,105,925, marking an eye-opening 140.4% year-over-year increase. The retail portion came in at $1,804,785.

Besides being one of Atlantic City’s bigger spaces, customers can rent skyboxes to watch the games. And the centralized location of the sportsbook likely attracts attention.

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European + Canadian newcomers: where do they fit in?

Another thing to keep in mind is the NJ sports betting market will continue to expand with new mobile offerings.

Hard Rock Atlantic City, for instance, could potentially become a strong contender with the arrival of new skins from European giants Unibet NJ and Bet365 NJ.

October may be a better time to judge performance though, as Unibet didn’t fully launch until Sept. 10. Bet365 opened its doors on Aug. 30.

Neither brand seems to be spending significant marketing dollars just yet either.

TheScore Bet, operating under the Monmouth Park license, is another one to watch closely. The Toronto-based media company is the first of its kind to crossover to the sports wagering world.

The brand had its official launch on Sept. 3.

The question is how much will that well-established sports audience convert over to the world of legal betting? Getting into the game a year after FanDuel and DraftKings may limit the growth for TheScore sportsbook… at least at first.

The combination of William Hill, SugarHouse sportsbook and TheScore could see some significant growth as we get further into football season.

Monmouth reported $3,361,310, with $2,364,466 coming via mobile.

Bottom line: There are no shortage of contenders and competitors in New Jersey.

And when you combine all 17 apps and 10 retail operators together, there is no questioning the strength of New Jersey’s sports betting industry.

Bill Gelman

About

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.