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iGaming Tracker: the New Jersey market


iGaming Tracker recently started tracking sites in the US’ most significant regulated igaming market of New Jersey. Here Ken Muir looks at supplier market share of the Garden State’s main casino pages, game rankings and the content mix across operators

We recently started tracking sites in New Jersey to understand the content mix available to casino players. The data represented in the following visualisations was taken from the 18 December, 2017 to 18 January, 2018 on the sites listed in the table at the bottom of this article.

Please note this analysis does not attempt to look at market share of traffic or revenue for each site, but the share of content by games suppliers on the tracked sites.

The supplier mix
The visualisation below outlines the market share of casino slot games on the main pages of the top 5 casinos in the state: Borgata, Tropicana, Golden Nugget, Resorts Digital and Caesars Casino.

As New Jersey is a tightly regulated online gambling environment the mix of game suppliers is much more limited compared to other markets.

The share of casino games is dominated by the 3 game suppliers; SG Interactive, IGT and Netent. NextGen (NYX) also has significant presence on the casino sites.

The presence of these suppliers is not surprising; though the mix of SG Interactive and IGT is higher than other countries we track. High Five Games (H5G) and Konami have substantial presence at 2.6 and 3.6 %, both brands have a limited presence in Europe.

Also of note is the absence of brands such as Microgaming and Playtech. Suppliers who are rapidly gaining share in the European sectors such as Yggdrasil, Play’n Go and Red Tiger (see our earlier piece on challenger games suppliers) have no presence on these sites.

Some suppliers over index in the top positions
The following visualisation shows the casino slot content share of the same casino sites, although this time only looking at the top 10 positions of each page.

With even less suppliers present, IGT has a much lower share (10.5% compared to 25.7%), while NextGen’s market share rises to 26.2% compared to 10.7% in the first visualisation, with Gamesys another supplier that over indexes in the top 10 positions. SG Interactive’s share however remains broadly the same.

Game rankings
The table below shows the top 10 games on the tracked sites in the date range between 18 December, 2017 and 18 January, 2018. We calculated the rankings by looking at the top 10 positions of the sites’ main landing page on each day of the date range and aggregating the results.

Three suppliers – Netent, NextGen and SG Interactive – dominate the rundown of the top 10 casino slot games in New Jersey.

What is striking is the difference in the game rankings compared to markets such as the UK, for instance (we do monthly game rankings in the UK across 20 of the top online casinos using the same criteria).

A game such as Divine Fortune by NetEnt hasn’t ranked in the UK since Feb 2017, Fortunes Of The Dead never ranked at all, and Fu Dao Le last ranked in June 2017. These older games still maintaining high positions must be due to the lower number of casino suppliers in New Jersey, thus the competition being less intense.

Content mix across the sites
The charts below breakdown the games content mix for the top 5 sites in New Jersey across the main page as well as the slots page for each site.

Although Borgata and Tropicana have markedly different content mixes, the mix across the other sites is nearly identical. We are defining percentage market share as the amount of time a supplier’s games have occupied positions on the tracked site within the date range.

NJ vs. European site comparison – 888
Due to the regulation in New Jersey, some game suppliers’ content is not available in the state. The charts below compare content on, the one on the left showing the New Jersey site, on the right the UK site.

As you can see, there is a much greater variety of content currently in the UK, with New Jersey have a much larger presence of NextGen (NYX) content.

Tracked sites used for analysis

iGaming Tracker – how it works
iGaming Tracker tracks hundreds of casino sites worldwide every day. From this data it can ascertain which games are on which sites and where they are positioned on the pages. It can also measure the market share of casino games suppliers by percentage of “real estate” on casino sites at any given date.

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