UK-listed Betfair has finally confirmed that it will partner Atlantic City’s Trump Plaza Hotel and Casino to launch online gaming in New Jersey, with the online gaming operator set to launch a “heavyweight” ad campaign across cable TV, radio, digital and social media channels.

It has been known for some time that Betfair would team up with GameAccount Network to supply software and services for Trump Plaza, but yesterday’s announcement by Betfair was the first official confirmation from any of the parties involved.

Betfair last week began a “teaser” marketing campaign with the launch of LetsPlayNJ.com, a website landing page raising awareness of New Jersey's plan to introduce legal and licensed online casino and poker products for the first time on November 26th.

The website does not provide much information but states: “The future availability of internet gaming services on Betfair.com in New Jersey is contingent and conditioned upon the issuance of all necessary approvals, licenses and permits by the State of New Jersey including, but not limited to, all approvals, licenses and permits required by the New Jersey Division of Gaming Enforcement.”

Betfair is already licensed in the state by the New Jersey Racing Commission through its TVG subsidiary, which it acquired in 2009 for $50m. TVG is the official TV and interactive wagering partner of the National Thoroughbred Racing Association and is the platform provider for 4NJBets.com, currently the only licensed online horse racing account-wagering platform for New Jersey residents.

Betfair’s managing director of gaming Paul La Fontaine said that LetsPlayNJ.com was a great way to build awareness about Betfair in New Jersey.

“We're going to use it to give customers a taste of the Betfair experience that they will enjoy when we are permitted to launch our online casino,” he said. “New Jersey is leading the way by launching online gaming and creating a new economy. Betfair brings more than a decade of online experience and through our platform will be pleased to enable play anywhere, anytime through web and mobile devices.”

Betfair is supporting the launch with a major advertising campaign in New Jersey involving billboards and online advertising. Digital display ads have already begun running at the ferry terminals in Hoboken targeting New Jersey commuters.

Betfair has also launched Twitter and Facebook social profiles where it will be hosting free-to-play competitions, sweepstakes and fun-to-play games ahead of the launch.

Betfair will offer online gaming in New Jersey under an agreement with Trump Plaza Associates LLC, which received licence approval from the state’s Division of Gaming Enforcement (DGE) last week.

Betfair added that following its approval to launch online gaming services, it will run a “heavyweight” campaign running across cable TV, radio, digital and social media. The current campaign has been created by London-based advertising agency WCRS.

Shares in Betfair Group plc (Co. Data) (LSE:BET) were trading down 0.58 per cent at 1,024 pence per share in London this morning.

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