UK conglomerate Entain, who have an exclusive partnership with MGM Resorts International across the US via the BetMGM in sportsbook brand, has expanded its reach into the state of New Jersey after the launch of a bingo product, in affiliation with Borgata.
The apparent objective is for Borgata Bingo to give players access to the first 75-ball only online bingo product in the states and become the industry-leaders in this niche.
Launching primarily in New Jersey, provides an edge, not only because it is currently the biggest online gambling market in the States, but also because of the cross-marketing and customer acquisition potential that is presented. As well as providing online bingo, there will also be online slots and jackpot games available to customers.
A US market luminary
While currently, online gambling and online sports betting lead the way in what is still a very young industry in the country, yet with unparalleled potential, online bingo in the US could emulate and even beat the current figures in the UK, where it has witnessed a substantial surge of interest over the last decade.
Matthew Sunderland, Vice President of Gaming at BetMGM, recently commented: “Borgata Bingo provides players with an engaging digital gaming experience – one that builds upon the fun of live, in-person bingo.
“We’re pleased to introduce this first-of-its-kind platform as we further expand the Borgata brand online.”
At Borgata Bingo, players can enjoy both 75-ball and 90-ball bingo online as well as Slingo and a wide range of other Entain-initiated products that are there for their pleasure.
It could well be that Entain, through this partnership with Borgata, via the BetMGM brand, have potentially found a way to differentiate themselves in what may well turn out to be a substantially crowded marketplace in the near future.
In the UK, online bingo swiftly followed online gambling in terms of popularity and considering that the game of bingo itself originated in the US, there are certainly positive signs here in terms of growth potential, with this initiative set to debut in New Jersey.
James King is an iGaming journalist with over a decade worth of expierence. Having worked as part of varous online casinos digital content team, he moved into journalism covering the latest news and devlopments in the iGaming world.