888 to Bring its Brand to New Jersey Online Gambling Market

The ban on online gambling, imposed by American gambling laws in 2006, is to be lifted in the state of New Jersey pretty soon. Many offline gambling establishments and online gaming destinations alike are contemplating how they can win a bigger piece of the pie, once the market opens.

888 Holdings is one of them: the British gambling giant is looking to use its world-renowned brand name to open online poker and online casinos in United States starting with the state of New Jersey. To facilitate the entry, 888 has already reached an agreement with Caesars Interactive Entertainment, under the terms of which the Brits will be supplying their gaming technology and content to the American casino operators.

According to Brian Mattingley, 888 CEO, revealed that the choice fell on New Jersey as it’s considered to be the most lucrative of the three states to be opened to online gambling ahead of others.

The executive told American gambling news: “We are providing the platform for Caesars but we are providing the one-stop shop that 888 is renowned for across Europe. We are extremely well positioned in the US and are working with the regulators in Nevada, Delaware and New Jersey as these three states become ready to open.”

Mattingley will not directly oversee 888’s marketing and advertising budget in New Jersey, but he assured that it will be scrupulously controlled. CEO of William Hill, Ralph Topping, who also plan on jumping the New Jersey bandwagon, already opined that fierce initial competition in the state could lead to a “bit of a bloodbath”.

888’s total annual gaming revenue in New Jersey is expected to reach heights of $450 million by some experts, but the CEO sees that figure as a bit of an overstatement, however, he failed to mention his expectations for the market.