FOX Bet, the US joint venture between FOX Sports and The Stars Group, has launched its real money sports betting operation in New Jersey.

FOX Bet will replace The Stars Group’s BetStars site in New Jersey and will sit alongside the PokerStars and PokerStars Casino sites, which will continue without any change.

FOX Bet chief executive officer Robin Chhabra said: “If you’re a sports fan in New Jersey, FOX Bet is a game changer. FOX Bet combines decades of expertise in content-rich programming and regulated online gaming to drive a superior, integrated and interactive live viewing experience for our customers found nowhere else in the United States.”

While FOX Bet utilises the same Stars Group technology (assisted by supplier Amelco) as BetStars, the FOX Bet site utilizes the FOX Sports content that always promised to make the joint venture unique.

A FOX Bet statement described the new site as immersing sports fans in their sports competitions, with access to FOX Sports content, instant scores, stats, alerts and odds updates as well as up-to-the-minute news, expert insight and hall-of-fame commentary from FOX Sports’ all-star team of broadcasters and analysts.

Several FOX Sports on-air personalities are featured on FOX Bet, including FIRST THINGS FIRST analysts Cris Carter and Nick Wright; LOCK IT IN experts Cousin Sal, Todd Fuhrman, Clay Travis and host Rachel Bonnetta; host of THE HERD, Colin Cowherd, and FOX NFL KICKOFF host Charissa Thompson.

As with the BetStars product, the FOX Bet app will be available for download on iOS and Android, and also available via internet and the PokerStars desktop client software.

Shares in The Stars Group Inc (TSX:TSGI) closed at CAD$20.23 per share in Toronto Friday.