Betfair Readies "Lets Play NJ" Marketing Campaign Ahead of US Entry Betfair Readies "Lets Play NJ" Marketing Campaign Ahead of US Entry

UK-based online betting exchange Betfair has quietly unveiled a new “Lets Play NJ” marketing campaign, ahead of its hopeful debut into the New Jersey online gaming market next month.

Splash pages, hosted on and, boldly announce “Betfair is Coming to New Jersey,” and prompt players to sign up to a mailing list to receive updates.

Complementary social media accounts—@BetfairNJ on Twitter and BetfairNewJersey on Facebook—have also debuted.

Despite its confidence, Betfair still awaits approval. As the fine print on the new websites state: “The future availability of Internet gaming services on in New Jersey is contingent and conditioned upon the issuance of all necessary approvals … including, but not limited to, all approvals, licenses and permits required by the New Jersey Division of Gaming Enforcement.”

Betfair has reportedly partnered with the Trump Plaza in order to secure the needed land-based casino license in the state. However, neither party has officially confirmed this partnership.

Betfair is predominantly an online betting exchange, but it also offers its customers an online casino and online poker, the latter of which recently moved from Ongame to the top tier of iPoker.

So far, only the Borgata has received a permit to offer online gaming, and its software provider still awaits approval.

Those that do receive all the necessary approvals and licenses from the the DGE and are looking to go live for real-money on November 26, the first day operators are allowed to offer real-money online gaming in New Jersey, must be ready for a 5-day “soft launch” period beginning November 21. Despite this fast-approaching deadline, regulators are still confident the date will be met.