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The Stars Group has launched its BetStars brand for mobile devices in the state, complementing its existing PokerStarsNJ and PokerStarsCasinoNJ products.
The Stars Group has a partnership with Atlantic City’s Resorts Casino. BetStars now joins PokerStars in operating online under the Resorts’ regulatory umbrella.
The company will initially offer BetStars on mobile, with the brand set to compete with other mobile sportsbooks in New Jersey run by Borgata, DraftKings, FanDuel, PlaySugarHouse and William Hill.
Matt Primeaux, Stars’ senior vice-president of strategy and operations for the US, stated: “We have successfully launched BetStars in regulated markets across Europe and look forward to expanding and enhancing our New Jersey BetStars offering, including through leveraging the Sky Betting&Gaming acquisition following approval from the UK Competition and Markets Authority, to provide a premier product and experience to our customers in this new and developing market”.
The Stars Group already operates the BetStars brand in several jurisdictions abroad. The group, based on the Isle of Man, is the latest in a line of European gaming companies to make its presence felt in US sports betting. It recently completed its acquisition of SkyBet at a cost of nearly $5 billion.
