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The Stars Group has extended its partnership with Atlantic City’s Resorts Casino Hotel to enter New Jersey’s fledgling online sports betting market with its BetStars brand.

The new online and mobile sports betting offering will sit alongside the operator’s existing online poker and casino offering available through the PokerStarsNJ brand.

"We believe The Stars Group is uniquely qualified with the experience and insight needed to make sports betting a success in New Jersey," said Matt Primeaux, senior vice president of strategy & operations for the US at The Stars Group.

"We have successfully launched the BetStars brand in many European regulated markets and we have invested heavily to create a premier global offering. Working with our longstanding partner, Resorts, we are really excited to introduce a brand-new consumer experience by bringing New Jersey fans closer to the sports and the teams that they love."

Subject to regulatory approvals, the company anticipates providing a wide range of betting products including in-play wagering, bespoke accumulators and live streaming, as well as an ecosystem of free-to-play products and promotions and sports content.

This will cover a number of sports, including professional and NCAA football, basketball, baseball and horse racing, among others.

"We're excited to double down on our already successful partnership with The Stars Group, which owns leading sportsbooks globally and has always been known and respected for their advanced technology, superior customer experience and cutting-edge security safeguards," said Mark Giannantonio, president and CEO of Resorts Casino Hotel.

Shares in The Stars Group Inc (TOR:TSGI) closed in Toronto Thursday down 1.25 per cent at CAD$42.76 per share.

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