Flutter Entertainment’s FanDuel Group has expanded its partnership with Twin River Worldwide Holdings to launch a new retail sportsbook at the Bally’s Atlantic City Hotel and Casino in New Jersey.
Scheduled to open before the end of the year, the new sportsbook will serve as a temporary facility, with a permanent retail location set to launch in spring next year.
The opening of both the temporary and permanent sportsbooks are subject to approval from the New Jersey Division of Gaming Enforcement.
FanDuel already has an online sports betting presence in New Jersey through its sub-licensing agreement with Meadowlands.
“The FanDuel sportsbook is the clear market leader in New Jersey and we are excited to expand our retail footprint in the state to now include Atlantic City,” FanDuel chief executive Matt King said.
“We are excited to get started and be a key piece in Twin River Worldwide Holdings transformation of the iconic Bally’s Atlantic City Hotel and Casino.”
Both launches are also contingent on Twin River completing its acquisition of the property.
Twin River agreed to purchase the casino from Caesars Entertainment in April this year, as part of a deal that also included Eldorado Resorts’ Shreveport Resort and Casino in Louisiana and the Mont Bleu Casino Resort & Spa in Nevada.
It has already begun to leverage the New Jersey online betting and gaming skins it gains through the deal. Esports Entertainment Group and exchange betting start-up Sporttrade have struck sports betting market access deals with the property, while PointsBet and theScore will launch online casino under Bally’s master license.
Earlier this month, Twin River announced it was to rename a number of its land-based properties after acquiring the Bally’s brand from Caesars Entertainment, but this week took this a step further by revealing that it will rebrand its entire business as Bally’s Corporation next month.
The proposed New Jersey retail sportsbook builds on a partnership that began in May, with the launch of FanDuel’s online and mobile sportsbook in Colorado.
As per a deal agreed in January, FanDuel rolled out its offering in the state in partnership with Twin River-owned Golden Gates Casino.
“FanDuel are great partners and we are thrilled to work with them in another exciting, gaming-centric market like Atlantic City,” Twin River president and chief executive George Papanier said.
“The permanent sportsbook location is going to be one of the many exciting changes we have in store for the Bally’s property – a unique location just steps away from center boardwalk where millions stroll by annually.”
Confirmation of the proposed retail launch comes after Twin River this week also posted a 9.8% year-on-year decline in revenue to $116.6m. This was in a period when the operator was affected by state measures to prevent the spread of novel coronavirus (Covid-19).