Ultimate Gaming has signed a partnership agreement with the Trump Taj Mahal in Atlantic City with the goal of bringing real money online gambling to New Jersey. Under the agreement, Ultimate will provide the software and hardware, as well as manage the sites under their brand name, but will use the Taj Mahal heavily in their New Jersey marketing campaign.
The situation in New Jersey is expected to be very different than the one Ultimate Gaming has experienced in Nevada. For starters, when New Jersey approved online gambling earlier this year, they not only allowed for online poker, but also for casino games, which Ultimate Gaming will provide in addition to their poker offerings in the Garden State.
But perhaps more significantly, Ultimate Gaming won’t have the first-to-the-market advantage they’ve enjoyed in Nevada. New Jersey is setting deadlines that it hopes all interested Atlantic City casino companies can meet, so that all sites can be up and running on the same date. At the moment, no specific launch date for online gaming in the state has been announced, though sometime in late Fall 2013 seems the most likely, with a date in mid-November being the state’s target.
In order to launch on the start date for internet gaming, casino companies in the state had to alert the state to partnerships they wished to enter into by the end of June. They now have until July 29 to file their license applications.
Along with the Taj Mahal-Ultimate Gaming alliance, Caesars Entertainment has announced a partnership with 888 Holdings, while Boyd Gaming (which owns the Borgata casino) will work with Bwin.party.
Ultimate Gaming CEO Tobin Prior expressed hopes that the partnership would work out well for both parties. “We’re providing a turnkey solution,” he said. “The idea is to drive customers to the Taj Mahal, and use their database to build play on our websites.”
Under the regulations put into place in New Jersey, only Atlantic City casino operators may run online gambling sites. In addition, only players physically located in New Jersey will be allowed to play in real money games.