UK betting exchange Betfair prepares for its entry into the US market by launching a viral campaign.
Betfair is coming to NJ, or at least that’s what they proudly claim on their new splash pages. The page, which appears on LetsPlayNJ.com and BetfairNJ.com, is part of a pre-launch marketing campaign by the UK-based online betting exchange in preparation for its entry into the Garden State. Players who visit the page are prompted to join a mailing list and participate in a three question casino quiz that tests their knowledge of common casino games.
In addition, Betfair has created several new NJ centric social media accounts, including @BetfairNJ on Twitter and its new Facebook page BetfairNewJersey.
The problem is Betfair is really in no position to boast about its currently nonexistent presence in New Jersey’s online gambling market. For one, the company has yet to be approved for a permit. Berfair does account for this via a fine print disclaimer, citing
The future availability of Internet gaming services on Betfair.com in New Jersey is contingent and conditioned upon the issuance of all necessary approvals. In other words, Betfair’s fate still lies with the Division of Gaming Enforcement.
To further complicate matter, Betfair’s supposed partner, Trump Plaza, has not yet confirmed its alignment with the company. Betfair must run its NJ-based operations from an existing Atlantic City casino before it can provide its services to the residents of New Jersey.
Betfair, one of 37 applicants examined by the DGE, is primarily a betting exchange. However, it does offer customers an online casino and poker games. Earlier this year, it moved its poker client off Ongame and onto rising network iPoker’s top tier. It is too early to tell if the move will significantly alter Betfair’s revenue projections.
To date, the Borgata and the Golden Nugget are the only Atlantic City casinos to receive a permit. Additional permits are expected to be rewarded by the go-live date of November 26th. However, in order to launch on Day 1, a casino must receive a permit by the 21st, as all operates are required to undergo a five-day invitation-only trial period before launching their full scale operation.
If Betfair will receive a permit by that time is currently unknown, although they certainly seem confident.