Online betting giant bet365 has announced a brace of improved offers for new customers as it looks to build on its position in the booming New Jersey market.
The New Jersey Division of Gaming Enforcement (NJDGE) recently reported a 125.6% year-on-year increase in sportsbook revenue for December 2020, with handle almost passing $1bn during the month. Online casino also continued to grow rapidly, with revenue more than doubling to $99.5m.
bet365 has now upped its opening account offers for sports and casino. Customers were previously able to secure a 100% bonus of up to $100 in bet credits. This has now been increased five-fold to a 100% bonus of up to $500 in bet credits for each vertical.
Explaining the rationale behind the offer, a spokesperson at bet365 said: “This is predominantly aimed at offering our new customers a much more competitive value proposition when considering the brand.
The complementary value is that this also reinforces our affiliate partners’ confidence that when promoting the bet365 brand alongside the competition in New Jersey, they can drive more significant uptake and conversions in return.
The spokesperson acknowledged the role affiliates were playing in the company’s US success – and in the Garden State in particular.
“Similar to the wider global focus our affiliate partners form an integral role in targeting New Jersey growth,” they explained. “Their role across all of our markets is to add value to a user and educate them on the values and offering associated with the bet365 brand, which is still very new to the US audience.”
bet365 feels that working with affiliate partners has helped keep CPA manageable, at a time when marketing expenditure and competition for customers is particularly high.
“Our affiliate partners have been of tremendous support to the business when entering New Jersey. Not only do partners offer key learnings, insight and opportunities, but the traffic sources are significant in aiding the bet365 brand grow locally during the challenging times associated with any new territory launch,” the company spokesperson said.
“The goal is to continue working very closely with all of our existing partners and continue to serve them via our award-winning program as we look to build long-term relationships and roll out the brands market leading product across New Jersey and wider US states during the coming year.
“We truly hope these innovations within user experience, tracking and the greatly improved opening account offers reflect our commitment to existing and new partners looking to push the bet365 brand across New Jersey.”
bet365 is confident that its proprietary product – a real driving force for the business globally – will continue to encourage similar loyalty and retention within the New Jersey market as it does in other markets where it operates.
“A number of key learnings have been made and localization is key,” the spokesperson said. “The world’s leading bet builder product has arrived in New Jersey and takes on the name ‘parlay builder’, but the incredible usability remains the same and can be used for soccer, basketball and tennis, and there is more to come for wider US sports.
“Alongside live streaming, cash out and our competitive retention offers, we are confident that local sports fans will become loyal bet365 customers as a result of our leading product and offering.”
In parallel with its sportsbook offer, bet365 is keen to ramp up its online casino presence in the New Jersey market, which, in revenue terms, more than doubled in size last year compared to 2019.
“On the casino side, we remain the only NJ bookmaker with a full Playtech casino suite, proven and popular casino options that are well known and trusted by the masses. Alongside amazing offers such as the $10,000 big game cash draw, the business aim to serve Affiliates and customers with exciting opportunities to enjoy the bet365 experience,” the spokesperson added.