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888 to Offer Branded Games in New Jersey

888 to Offer Branded Games in New Jersey

Several companies that have applied for an online gaming license in New Jersey have come out with their intentions for the market, including 888 Holdings, which announced it will launch its own branded poker and casino games in conjunction with Caesars Entertainment.

The state Division of Gaming Enforcement received 37 applications from a variety of online gaming vendors at the close of July, but will not release details until those companies have completed their licensing review. That didn’t stop at least three online industry leaders from making their intentions known, with several more sure to follow.

Out in front is 888 Holdings, which announced a partnership with Caesars Entertainment—the largest operator in Atlantic City with four casinos—earlier this year. The Caesars agreement was signed through a joint venture by 888 and investment group Avenue Capital, and resulted in the creation of the All American Poker Network. Now 888 will expand its Caesars deal by offering its own branded content through one of Caesars’ properties—either Bally’s, Caesars, Harrah’s or Showboat.

888 secured an operating license from the Nevada Gaming Commission earlier this year, and along with its Caesars affiliation has formed a partnership with Treasure Island, which will launch the first AAPN room in Nevada. In Delaware—one of only three jurisdictions that offer online gaming—the Delaware Lottery selected 888 and Scientific Games to power its online gambling technology. The company’s interest in New Jersey is part of an overall strategy to reenter the U.S. gaming market after leaving in 2006.

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