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British online gambling company Bet365 is now live in New Jersey, after beginning a regulator-controlled soft launch of its website ahead of the new NFL season, which kicks off on September 5.
The online gambling operator said that its New Jersey website is going through a pre-live phase. The website allows US bettors to open accounts from anywhere within the nation, but they “must be physically located in the state of New Jersey” to be able to place bets.
The soft-launch of its New Jersey website marks bet365’s official entry into the US regulated sports betting market a year after the company first announced plans to join the country’s sports gambling frenzy.
Should the soft launch go without a hitch and the operator secures approval from the state Division of Gaming Enforcement for a full roll-out, it will become the second skin to launch under Atlantic City’s Hard Rock Hotel & Casino operating license.
Hard Rock has already launched a Gaming Innovation Group-powered offering under its own brand, while Unibet will be its third and final skin, with an offering expected to launch soon.
The Stoke-based operator has also established a 19,000 square feet of space office in Marlton, New Jersey, located approximately 50 miles from Atlantic City. While preparing for its New Jersey launch, the company also partnered with EML Payments to launch a prepaid credit card to allow customers to deposit and withdraw funds from their online account.
