With the first full month of regulated online gambling in New Jersey complete, a definitive picture of the early winners has already emerged – at least when it comes to online poker in NJ.
According to tracking data from the latest Scouting Report - a daily analysis publication from PokerScout.com – the Party / Borgata Network and WSOP.com together account for over 80% of the total online poker market in New Jersey:
As of December 22nd, Party / Borgata held a 49% share and WSOP.com accounted for 32% of online poker play in the Garden State.
At the other end of the NJ online poker traffic rankings, 888′s All American Poker Network (AAPN) saw a small uptick in the week before the holidays – a 1% bump to 15% that came at the direct expense of Ultimate Poker, who dropped to a 4% share.
Both rooms are the only brand on their respective networks at present, and both may see a boost in the coming months as more brands join.
AAPN is expected to house a Wynn online poker brand in New Jersey. And one assumes that Ultimate partner Trump Taj Mahal – an iconic poker presence in Atlantic City – will launch an online room to match before too long.
Two operators appear set to throw their hats in NJ’s online poker ring within the next few months: Golden Nugget and Tropicana / Virgin.
With the marketing muscle of Virgin driving the partnership, Tropicana / Virgin could draw considerable attention – and liquidity – to an online poker room, while the initial impact of Golden Nugget on New Jersey’s online poker market is likely to be relatively minor.
Both rooms will certainly expand the market to some degree. But both rooms will also draw some part of their player base from other sites.
Party / Borgata and WSOP can afford a bit of liquidity leakage – even with a percent or two drained off, both would still have healthy, active lobbies. But such a drop would represent a proportionally massive hit to AAPN and Ultimate.
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