Golden Nugget Continues to Dominate NJ's Online Gambling MarketMarch 14, 2018 1:37 pm
While New Jersey’s online gambling market continues its upward trajectory, hitting an all time high of $21.96 million in January, one brand has emerged as the clear leader out of the state’s five internet gambling operators, namely the Golden Nugget.
Not only has the firm now achieved 12 straight months of revenues in excess of $5 million, but in January it collected a massive $7.3 million, up by 50% from a year earlier, and demolishing the previous record it posted in July 2017 of $6.25 million.
Secret of its Success
The Golden Nugget now enjoys clear daylight between itself and its nearest competitors, and commenting upon its dominant position in New Jersey’s online gambling market, gaming analyst Steve Ruddock explains:
“To put the Golden Nugget’s success into perspective, no other New Jersey online casino licensee has even eclipsed the $5 million threshold. The Golden Nugget’s pace-setting is the result of solid management, a strong platform and its willingness to innovate, such as the launch of live-dealer games. It has created a recipe that has made the Golden Nugget the clear market leader.”
In addition to the points mentioned above, Golden Nugget offers quality online gambling products through its association with Betfair and SugarHouse. However, instead of offering a combination of online casinos and poker like Borgata (Borgata, PartyPoker, Pala, MGM), Caesars (888, Caesars, Harrah’s, WSOP), and Resorts AC (Resorts, Mohegan Sun, PokerStars NJ), the Golden Nugget, on the the hand, is an online casino specialist, which has allowed it to concentrate all its marketing efforts on the most lucrative and growing part of the industry.
Less Initial Technical Issues
One could say that the Golden Nugget enjoyed a fortuitous start to its iGambling operation in New Jersey, as the technical problems that it had to iron out pushed back its launch date by a few weeks, by which time many of the initial geolocation and payment processing issues that had blighted the industry had been resolved. This then greatly enhanced the signing up process and experience of its customers, unlike the frustrations experienced by gamblers visiting other sites.
The Golden Nugget’s initial launch delay also meant that while its competitors were conducting wasteful marketing and advertising campaigns in New Jersey in order to capture market share, the Golden Nugget had to sit back and wait while its issues were resolved. By the time it was ready to launch, however, its competitors had already started scaling back on their advertising budgets, leaving a clear field for the Golden Nugget to initiate a well orchestrated marketing blitz. This meant that the Golden Nugget ended up extracting maximum purchase from its effective campaign it waged, while its rivals could only rue their wasted opportunities.
Golden Nugget further benefited from the Trump Plaza Hotel and Casino shutting its operation on September 16, 2014, with BetfairCasino.com then deciding to form a partnership with Golden Nugget. This proved to be a very shrewd move indeed, with the Golden Nugget almost doubling its monthly revenues within the first month.
Live Dealer Games
On December 23rd, Golden Nugget became the USA’s first brick-and-mortar casino to offer live dealer games online, with a Texas hold’em variant available alongside other live dealer offerings, such as roulette, blackjack, and Dragon Bonus Baccarat. The live dealer product was developed in partnership with Ezugi NJ, and as its CEO Kfir Kugler explained at the time:
“America is in love with poker, and by using the Live Dealer platform, the game retains its strong connection between the player and the dealer in a live environment.”
Reiterating the point, Thomas Winter, VP of Online Gaming at Golden Nugget, said that by becoming the first operator to offer a live dealer version of poker in the USA, his company had demonstrated its commitment to delivering “innovative and world class product” to its patrons. Elaborating further, Winter said that the brand listened to the views of its customers, and was happy to deliver on their request by introducing its “unique live dealer digital platform”. Winter also stated his belief that live dealer revenues were set to outstrip those of online poker in the US.
500 Casino Games
Finally, Golden Nugget is continually adding new games to its gambling mix, and this month reached a milestone after launching its 500th game on desktop, and 300th game on mobile. To commemorate the development, Golden Nugget took the opportunity to run a promotion, and offer sign-up and preferential deposit bonuses to its customers.
Summing up the approach that has made Golden Nugget the number one operator in New Jersey’s lucrative online gambling market, Winter said: “Since day one, we’ve been consistent in investing in this market, be that on marketing, product or user experience. That superior user experience comes in many different ways, from an ergonomic and slick user interface to exclusive games, fast withdrawals, 24/7 customer service, and dedicated VIP management.”