Gambling Online News
When considering the current options for online sports betting in New Jersey, the 888sport brand is not among them. However, this doesn’t mean that the company is closing its operations in the US. In fact, it’s quite the opposite. While 888casino and 888poker are still available to New Jersey customers, a rebranded sports betting app for New Jersey is expected to launch in 2022.
The new brand will be called SI Sportsbook. Back in June, the parent company 888 Holdings announced an agreement to license the iconic Sports Illustrated name.
Currently, the SI Sportsbook brand is only live in Colorado.
What we learn about 888sport modifying to CUANDO
So, as for when SI Sportsbook will be available in New Jersey, the answer is unknown. However, with Super Bowl 56 less than two months away and the upcoming March Madness betting season, it would make sense for the launch to happen sooner rather than later.
Currently, 888 Holdings has not provided a specific timeline. Since SI Sportsbook is a new product, it will need to go through the regulatory approval process with the New Jersey Division of Gaming Enforcement.
PlayNJ reached out to 888 Holdings to inquire about their plans for the Garden State.
Sara Atkinson, Director of Business Development at 888 Alliance, released the following statement:
“As part of our strategic partnership with Sports Illustrated, we can confirm that we have launched 888sport.com in New Jersey as we prepare for SI Sportsbook’s launch in the market. Since its launch in Colorado in September, SI Sportsbook’s differentiated betting experience, which combines 888’s proprietary technology and one of the most influential sports media brands, has been well received, with positive customer feedback from players across the state.”
While Atkinson did not provide a specific date, she confirmed that they are focused on launching SI Sportsbook in other states, including New Jersey.
For now, the company is sticking with the statement that they will share more information in the coming weeks and months.
Why CUANDO Sportsbook label makes sense
With regards to NJ gambling apps, Garden State bettors still have plenty of options. There are currently 21 other choices available, including market leaders FanDuel, DraftKings, BetMGM, and Caesars. Additionally, several more mobile sportsbooks are expected to join the market in 2022.
In addition, Barstool Sportsbook launched right before the NFL betting season and has wasted little time in capturing a significant market share.
When it comes to 888, the SI name is one that resonates with customers, as Sports Illustrated has been around for nearly seventy years. As the legal sports wagering industry continues to grow, we are seeing more and more crossover between media companies and betting. NBC Sports and PointsBet have a marketing deal in place, and the partnership between Fox Sports and Fox Bet is also hard to ignore.
As part of the deal with SI owner Authentic Brands Group, 888 has an exclusive license for up to 20 years to use the SI brand for online gambling and iGaming. The SI name is one that sports fans and gamblers are extremely familiar with, and in many cases, more so than with 888.
The current SI.com website provides a direct link to SI Sportsbook, connecting potential new customers to the new product. In addition, with the printed publication, 888 Alliance has new avenues to promote its products that didn’t exist before the deal was announced.
888sport latest sportsbook to go through rebranding
So, while 888sport customers sit back and wait, there’s no need to sit on the sidelines as college bowl betting season is just getting underway.
The name switch or rebranding is nothing new to NJ bettors. Look at other products that have changed names since 2018:
- BetStars changed to Fox Bet
- PlayMGM became BetMGM
- William Hill rebranded to Caesars Sportsbook
- Betting.com becomes MaximBet (not live in NJ)
And sometime in the not-too-distant future, 888sport to SI Sportsbook will be added to this list.
Stay tuned for more.
Bill Gelman has been reporting on the NJ betting market since 2018 when the Garden State launched sports betting. Bill transitioned from being the lead writer for PlayNJ and NJ Gambling Sites to his current role as managing editor in 2020. In addition to providing detailed analysis on NJ betting market trends and news, Bill frequently conducts exclusive interviews with Atlantic City casino industry leaders and offers readers comprehensive coverage. Bill holds a bachelor’s degree in journalism from Ithaca College. He has also written for other Dependable Media websites, including The Lines, Legal Sports Report, PlayPennsylvania, and PlayCanada.
