October 2024 marked a milestone, with online gambling revenue reaching an unprecedented $213.6 million, breaking September’s record of $208 million. The state’s total gambling revenue — including in-person, online, and sports betting — was just shy of $500 million, reflecting a 2.6% year-over-year increase.
The shift toward online gambling has accelerated in the post-pandemic era, with experts labeling it a permanent fixture in the market. Jane Bokunewicz, director of Stockton University’s Lloyd Levenson Institute, underscored the dominance of internet gaming.
“Despite a historically dry and very mild October, brick-and-mortar gaming operators in Atlantic City did not see strong gains…instead declining by 8.5% year-over-year,”
she noted.
However, total revenue climbed over 9% compared to the same period in 2023, thanks to the online sector’s record-breaking contributions.
James Plousis, chairman of the New Jersey Casino Control Commission, highlighted a significant shift. For the first time, internet gambling revenue surpassed in-person casino revenue in a non-pandemic month.
October also marked the second consecutive month of NJ online casino revenue exceeding $200 million, which Plousis described as
“emblematic of the importance of online gaming as a component of the evolving casino business.”
Bally’s Bets Big on New Jersey
Amidst this booming market, Bally’s Interactive has launched its all-in-one Bally Bet Sportsbook & Casino app, aiming to expand its footprint in the competitive New Jersey market.
The app consolidates sports betting and casino offerings under a single platform, offering players a seamless experience with shared wallet functionality.
Brett Calapp, Bally’s COO of North America Interactive, emphasized the app’s role in enhancing player engagement.
“This unified platform combines our existing apps’ features and functionality, offering New Jersey players a seamless sports and casino betting experience. Enhancing the player experience remains a crucial focus in personalizing the fun while playing Bally Bet,”
Calapp stated.
The launch is part of Bally’s broader digital strategy, which recently included rebranding its Virgin Casino platform to Monopoly Casino in New Jersey. The company hopes its improved offerings will carve a larger share of New Jersey’s competitive gambling market.
Despite entering a saturated space, Bally executives are optimistic about the app’s innovative appeal.
Challenges and Opportunities in a Saturated Market
New Jersey’s gambling operators face growing competition. While Bally Casino has been operational in the state since 2022, its sportsbook addition aims to capture the lucrative NJ sports betting market, which contributed $119.6 million in revenue in September.
Bally’s move comes at a time when the overall gambling sector in New Jersey is experiencing growth — brick-and-mortar casinos reported mixed results, but the online and sports betting sectors are thriving.
To smooth the transition, Bally’s is notifying existing app users about the new platform and providing clear instructions for migration. The app’s integration with White Hat Gaming offers a user-friendly interface, universal transaction wallet, and the convenience of a two-in-one gambling solution.
With record-breaking internet gaming revenue and an increasingly digital-first landscape, New Jersey’s gambling industry is setting the pace for other states.
Bally’s entry into the integrated sports betting and casino market is timely, positioning the company to capitalize on the state’s surging demand for online gaming. While challenges remain, Bally’s new app reflects its commitment to innovation in a rapidly evolving industry.
