The first land-based casino in New Jersey, Resorts Casino is making history in the Garden State once more by opening the first digital iGaming Lounge at its Atlantic City property. The company said its business strategy is to create synergy between its live and online casino offerings by giving their customers a more immersive experience.
Resorts was late to enter the state’s online casino market, launching ResortsCasino.com in late February 2015, but that doesn’t mean the company comes up short on spearheading evolution in the industry. Yesterday, alongside the ‘Official’ hard launch of the online gaming site, Resorts Casino unveiled the first-of-its-kind iGaming Lounge.
“We have tables that have our online gaming platform built right into them, so what you can do on your computer at home or what you can do on your tablet you can do right on various tables throughout the iGaming Lounge,” said Mark Giannantoni, President and CEO of Resorts.
The digital experience within Resorts Casino features several key experiences for customers. Designed to accommodate up to 100 patrons, the iGaming Lounge includes everything from registration kiosks and communal tables for social gaming, to interactive lounge areas equipped with touchscreen gaming tables and tablet stands.
The iGaming Lounge has no physical gaming machines like slots or video poker. It is designed to give visitors an all-inclusive, fully accommodating, casino experience dedicated solely to online gaming, but in a relaxing social atmosphere.
Resorts Casino has already set in motion plans to heavily promote the revolutionary concept of merging live and online casino gaming. The company intends to present patrons of the brick-and-mortar gaming floor with cash grab booths, and will be giving away an array of prizes that range from branded t-shirts to Apple iPads.
Resorts Casino forced to play Catch-Up with NJ iGaming Rivals
Since the launch of ResortsCasino.com, there are now 16 authorized online gambling websites linked to 6 brick and mortar casinos in New Jersey. Most of them, including the state’s highest monthly grossing operators—Tropicana and Borgata—launched interactive gambling in Nov 2013, the very moment they were authorized to do so by regulators.
In its first full month of operation (March 2015), Resorts Online Casino gross gaming revenue totaled $154,071. That’s a far cry from the $3 million Tropicana brought in last month, but relatively speaking, a respectable start for Atlantic City’s oldest land-based casino.
|New Jersey Online Casino Revenue for the Month of March 2015|
|Tropicana||The Borgata||Golden Nugget||Caesars Interactive||Resorts Casino|
If we compare the first month’s performance of Resorts Casino to that of Golden Nugget’s opening month, which launched a month later than its competitors in Dec of 2013, the results look more promising. Golden Nugget earned $177,653 in its first month of operation, and as the diagram above shows, is now competing head-to-head with Tropicana and Borgata for the top earning spot among NJ’s online casino operators.
Resorts Casino Aiming for the Stars… PokerStars
It may have taken Golden Nugget a year to attain the same level of popularity as its top rivals in the Garden State, but Resorts Casino has a proverbial ace up its sleeve in PokerStars. The casino has already signed a partnership agreement with the world’s leading online poker room, and if David Baazov, CEO of PokerStars parent company Amaya Gaming, is correct, the launch of PokerStars NJ should occur sometime in Q3 2015.
PokerStars licensure in New Jersey has been delayed multiple times, but Baazov indicated recently that authorization of PokerStars is expected to be granted in time for a Fall launch. The iGaming Lounge at Resorts may or may not draw a significant number of online casino players to the establishment in the beginning, but once PokerStars enters the arena, the potential for a PokerStars branded iPoker Lounge could skyrocket Resorts Casino to the number one spot faster than you can say, “Shuffle up and Deal!”