New Jersey’s Borgata Hotel, Casino & Spa has partnered with affiliate marketing and technology specialist Income Access to launch an affiliate recruitment programme to support the growth of the operator’s iGaming offering.

The pair have launched BorgataPartners.com, leveraging the casino’s brand name and its bwin.party-powered product offering to attract new marketing partners as it looks to access an untapped segment of the New Jersey market.

By using Income Access’ software solution, the Borgata will be able to offer new affiliate marketing partners a range of analytical reporting solutions to measure key performance indicators, and marketing materials for use via desktop and mobile channels. It will also provide support services for marketing partners.

Income Access chief executive Nicky Senyard commented that partnering with the Borgata was a “terrific opportunity” to gain a deeper understanding of the market.

“We look forward to being a part of their success story by providing an affiliate software solution that supports their digital acquisition goals,” Senyard added.

The Borgata has quickly established a market-leading position in New Jersey, with its online poker and casino offerings responsible for $2.7m in gross gaming revenue – a 30 per cent market share – in January.

Borgata acquisition manager Dione Scott-Rogers said the operator was “very excited” to establish one of the first partnership marketing deals in the New Jersey market.

“We value affiliate partners because we see the potential they can bring by making residents and visitors aware they can gamble online within New Jersey’s borders,” Scott-Rogers explained.

BorgataCasino and BorgataPoker.com went live on November 26th last year, with the company offering a range of products supplied by the casino’s iGaming partner bwin.party.

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