Can TheScore Bet Online Casino Compete In A Crowded NJ Market?

If you’re keeping score of how many online casino options there are in New Jersey, you’re probably on the verge of losing count. And TheScore Bet Casino will soon be added to the myriad companies offering online versions of slots and table games.

There’s no exact launch date yet, but it will be another way for theScore Bet to try to snag a chunk of the millions of dollars gambled online in NJ each year.

Twin River Worldwide Holdings, which will provide NJ online casino access for theScore, has other matters to attend to first.

Details on theScore Bet online casino’s NJ entry

For the company, this will be a maiden voyage into the US online casino industry, with the intent to launch in the second half of 2021. The brand already operates an online sportsbook in NJ  and intends to do the same in Colorado and Indiana.

Securing the deal with Twin River is a preliminary regulatory step for theScore. The Canadian company still has to receive licensure from the NJ Division of Gaming Enforcement before it can take its casino product live in the state.

That’s not an issue for Twin River, however. It has its own business to attend to as far as the Garden State goes right now.

As part of the state’s regulatory approval of the recent Caesars-Eldorado merger, that company has to finalize its sale of Bally’s Atlantic City. Twin River is the buyer in that transaction.

Until that transaction is complete, Twin River can’t launch NJ online gambling verticals under its master license anyway. That gives theScore plenty of time to get its other ducks lined up.

A press release denotes that the agreement between the two companies spans the next decade. There isn’t much information about what games the casino will offer when it launches, however.

TheScore online casino better bring its A-game

To compete for a share of the NJ iGaming market, theScore Bet can’t offer an inferior product. The company is aware that standing out from the crowd will be important.

And it’s a big crowd, with 24 online casino apps and growing.

“The addition of an online casino offering to our award-winning and truly differentiated mobile sports betting platform broadens our reach and deepens our strong portfolio of assets,” said John Levy, founder and CEO of theScore.

“This is yet another step toward providing theScore’s media and betting patrons with a completely holistic and tightly integrated media and gaming experience.”

TheScore’s Atlantic City casino partner feels the same way. A statement points toward a key component of a successful online casino product.

“We are excited to partner with theScore and to provide our Atlantic City guests with a highly personalized iGaming experience,” said George Papanier, president and CEO of Twin River Worldwide Holdings.

Winning a big slice of the NJ online casino market share requires that personalized touch that Papanier referred to. It also requires a big menu of games that the provider constantly refreshes to keep players engaged.

And it wouldn’t hurt to back up those games with a rotating list of bonus offers and promotions.

TheScore Bet casino app likely has the technology to provide that experience, and it says it wants to start doing so late next year.

By that time, Twin River and Bally’s should have everything lined up for launch.

Getty Images/Michael H

About the Author

Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.