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    New Jersey Releases First Online Gambling Revenue Numbers

    Posted by Mark Gahagan January 15, 2014

    One thing that has been clear from the beginning was that New Jersey’s online gambling market was going to be watched closely, certainly more than what we’ve seen in Nevada and Delaware. Part of this is due to things like a larger population and a lightning fast setup time, but more importantly New Jersey just tends to reveal more information about what their casinos are doing. New Jersey’s release of the first set of online revenue numbers has thus probably been the most downloaded government document of the week for the Division of Gaming Enforcement.

    One of the first things that jumps out is that poker drives a significant portion of the total revenue for these sites. Classified as a “peer-to-peer game” by the DGE, it accounts for around 38% of the total revenue across all the sites, and that’s including the fact that poker isn’t even being played on all of the sites. The two big winners thus far, Borgata and Caesars, have actually had a majority of their revenue come from poker, with Borgata getting 50.8% and Caesars grabbing 50.6% of its earnings from the game. Even distant third Trump Taj Mahal was able to get 11.8% of its revenue from online poker, though consequentially this meant that they are going to have to rely more heavily on their casino offerings than the Big Two.

    While its true the house always wins, the house has to pay for the privilege to be able to do so, and the 15% tax rate has reared its ugly head on the revenue of these casinos. New Jersey cleared $1.1 million in 2013, and this allows us to finally see real numbers for tax revenue. This is running short of projections made by analysts and woefully short of the $160 million the Christie administration figures will be collected by June 2014, but there are a couple of explanations for this. First, Golden Nugget’s site had launched much later than the others, meaning we don’t even have a full month of data from them yet. Secondly, with continued issues with deposits and geolocation plaguing the market, these numbers might be artificially low. Finally, many of the projections assume a “mature market”, which the current situation is anything but. As more people get used to the concept of online casino gambling in the state, the odds for increased revenue for casinos and the state alike will only get better. Just…I wouldn’t expect an average of $27 million in tax revenue in 2014…or really ever.

    Now, there was an oddity in the data that might be troubling for some. Trump Plaza/Betfair stated it generated only $90 in poker revenue from soft launch to the end of the year. That wasn’t meant as a typo for $90,000, it was actually ninety dollars. While it is certainly possible that they got that little given their market share, it does raise the question of how many rooms can be sustained in New Jersey. We’ve already seen that Partypoker, who is already on a full court press to get the word out their offerings exist in New Jersey, can have a decent lock on 50% of the market. Caesars, between its two networks, have largely captured the rest, so it leaves relative table scraps for Taj Mahal/Ultimate and Plaza/Betfair, to say nothing of any other room that may open up soon. It’s something to look at as 2014 continues; will sites close their poker rooms and remain casino only if their numbers continue to be poor? Even casinos that didn’t offer a solid poker option were able to at least generate some interest in their site with the rest of their offerings, so its possible that some sites could switch to that model if the poker aspect is too costly.

    So what’s next? Well the January numbers will come out in mid-February, and they may help paint a clearer picture of how the various sites are doing now that early deposit and geolocation issues have had more time to be resolved. The recent “polar vortex” that hit the US last week was also a possible boon to the online casinos, as residents likely wanted to stay indoors as much as possible. Couple this with a marketing blitz that is bound to happen soon, and the coming months could prove very interesting for the NJ online gambling market. All that said, it has been an encouraging start to the online gambling market in New Jersey, and hopefully the numbers continue to climb in the months to come.

    About Mark Gahagan

    Mark is a co-host and producer of the Cardrunners news podcast Rabbit Hunt as well as a poker columnist. You can find his podcasts over at Cardrunners, and you can follow him on twitter @Mark_Gahagan.

    View all post by Mark Gahagan

    There is 1 Comment

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      - April 30, 2014
        -   Reply

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