Business News

US casino operator Caesars Entertainment will launch sports betting at five of its venues in New Jersey and Mississippi in the next month through a partnership with Scientific Games.

Scientific Games' SG Digital division will power the Caesars properties with its OpenBet technology, with sports betting to begin later today (July 30th) at Bally's Atlantic City and Wild Wild West Casino in New Jersey.

Sports betting will also be rolled out tomorrow (August 1st) for customers at Harrah's Atlantic City, and in mid-August at Harrah's Gulf Coast and Horseshoe Tunica venues in Mississippi, ahead of the start of the new 2018 NFL season in early September.

Caesars said that the introduction of sports betting in these jurisdictions was the first step in the company’s plan to expand its offering following the recent Supreme Court ruling, and the subsequent legalization of sports betting in New Jersey and Mississippi.

"The recent Supreme Court ruling allows us to expand our sports betting digital and mobile offerings into new markets," said Caesars Entertainment president and CEO Mark Frissora. "We recognize that our customers expect exciting new experiences, which is why we will continue to offer new products through our mobile and digital platforms and inside our properties."

Over the course of the next nine months, Caesars will be building out the facilities to create the same sports betting experiences currently available at its properties in Nevada.

The operator also plans to quickly introduce mobile sports betting throughout New Jersey and on-property in Mississippi via its Caesars Casino & Sports mobile app. Caesars' sports betting offering will be fully integrated with Total Rewards, allowing guests to earn and redeem rewards through its loyalty program.

“We're thrilled to partner with Caesars to help them bring best-in-class sports wagering experiences to their players,” said Scientific Games president and CEO Barry Cottle. “With OpenBet, our powerful and robust sportsbook platform, Caesars will have a truly open platform and end-to-end product suite that delivers the very best and flexible solutions and has proven success managing the largest share of the world's online bets, more than 2 billion online bets annually.

“Our SG Digital team is excited to help Caesars stay ahead of the game, as they work to expand their sports betting, digital and mobile offerings into newly regulated markets."

Shares in Scientific Games Corporation (NSQ:SGMS) closed at US$47.65 per share in New York Friday, while shares in Caesars Entertainment Corporation (NSQ:CZR) were down 1.75 per cent at $11.25.