Is Bet365 really “the world’s favorite sportsbook”?

New Jersey bettors paying close attention to Aaron Paul’s 30-second TV spot may suddenly be asking that question.

If you don’t know who Paul is, just think of Walter White and Breaking Bad. Paul starred as Jesse Pinkman on the hit AMC series.

The commercial plays regularly during Philadelphia 76ers and Phillies games, at least locally.

But for those who have not seen it, here it is:

 

It’s a sign that the popular sports betting brand across the pond is making a bigger push in New Jersey one year after its initial launch.

Bet365 + NJ sports betting

Bet365 is not a new player on the NJ sports betting scene.

The European operator launched in the Garden State around this time last year. Aug. 30, 2019, was the exact date.

The brand is one of three mobile sports betting apps under the Hard Rock AC license.

Hard Rock online sportsbook and Unibet NJ are the others.

But of the three brands, it seems Bet365 is really building a following with customers.

According to Online Poker Report, there are rumblings the brand accounts for the majority of the betting revenue under the Hard Rock license.

The New Jersey Division of Gaming Enforcement does not break down monthly numbers by individual operator. Hard Rock did report $450,589 in sports betting revenue in June. Sports bets were still limited to the PGA Tour, NASCAR, and MMA.

And with Atlantic City casinos still closed, all of the wagers came in via NJ sports betting apps.

Can Bet365 make headway in New Jersey?

So that June revenue may not seem like a lot, but it was good enough for fourth-best.

July numbers will be released on Wednesday.

But August is likely the month when Bet365 will start to see if its new marketing campaign is working.

For one, building a customer base takes time, and in NJ, there is a lot of competition. It was almost exactly a year after DraftKings Sportsbook made its debut that Bet365 joined the crowd.

Secondly, August will include a full month of Major League Baseball, NBA, and NHL games.

Bet365 upping online casino offerings, too

While the commercial focuses on sports wagering, the Bet365 casino product isn’t being ignored.

The NJ online casino app is now offering Playtech casino games. The gambling technology company based in London offers an extensive library of online slots.

For Playtech, a company that offers 700-plus “innovative casino games,” the deal provides an entry point into the US online gaming market.

And for Bet365, having a strong sports betting/casino combo opens the door to cross-selling opportunities.

Sportsbooks + celebrities = advertising

With 18 mobile sports betting apps (and more on the horizon) available to Garden State bettors, gaining a market share is no easy task.

FanDuel Sportsbook is the market leader.

And DraftKings is a close second.

The rest all fight for a slice of the pie.

Plus several of the operators have and continue to create catchy TV ads to try and entice new customers.

For instance, PointsBet NJ teamed up with former 76er Allen Iverson.

And early on, DraftKings went with TNT basketball analyst and NBA Hall of Famer Charles Barkley.

So besides offering a variety of wagering options and innovative promo offers, sportsbooks are relying on creative pitch lines and heavy marketing as a means to drum up new business.

In terms of whether or not Bet365 really is “the world’s favorite sportsbook,” we will let the bettors decide.

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.