The Stars Group has expanded its online offering in the regulated New Jersey market with the launch of its sports betting brand BetStars.

Launched through The Stars Group's partnership with Resorts Casino Hotel, BetStars is initially available via mobile, offering players in New Jersey a broad range of betting opportunities on sports such as professional and collegiate football, basketball, baseball, golf, hockey, soccer and tennis.

The launch complements the operator's existing online poker and casino offerings through PokerStarsNJ and PokerStarsCasinoNJ, with a single account and common wallet enabling players to switch seamlessly between the products.

"We are excited to introduce BetStars to New Jersey sports fans," said Matt Primeaux, senior vice president of US strategy & operations at The Stars Group.

"As one of the largest online gaming companies in the world with millions of customers worldwide, we have successfully launched BetStars in regulated markets across Europe and look forward to expanding and enhancing our New Jersey BetStars offering, including through leveraging the Sky Betting & Gaming acquisition following approval from the UK Competition and Markets Authority, to provide a premier product and experience to our customers in this new and developing market."

As part of its launch, BetStars will offer a series of player focused promotions aimed at introducing new customers to BetStars, including a sign-up bonus and "odds boosts", which multiply the odds and the potential payout to customers.

Shares in The Stars Group Inc. (TOR:TSGI) closed at CAD$30.50 per share in Toronto Thursday, down 1.10 per cent.