Poll: Can PokerStars' casino dominate in New Jersey

News that PokerStars has officially gone live in New Jersey is a huge boon for the state’s online poker market, which continues to post month-on-month revenue decline.

Many believe the return of PokerStars could double the size of poker in New Jersey in a matter of months.

But with poker contributing just ?1.3m in GGR in February, even if Stars is able to drive a two-fold increase revenues, the market remains small.

In that regard, PokerStars will be keen to quickly establish itself as a leader in online casino, which generated ?9m in GGR in February.

But Stars faces a tall order if it is to claw back share from land-based brands such as Borgata, Tropicana and Golden Nugget, which have led the charge to date.

With egaming still in its infancy in New Jersey, players have turned to trusted land-based brands over online only sites such as Betfair and Gamesys-owned Virgin Casino.

Stars undoubtedly has significantly more brand equity in the US than its online-only rivals, but whether that alone is enough to drive players to its casino offering remains to be seen.

The operator has certainly taken the right steps so far – earlier this month it struck a deal with supplier NetEnt to integrate its portfolio of games into its site.

But its long-term success will likely come from cross-selling poker players into casino, and taking the right approach to marketing – which Stars has done well in other markets.

With that in mind, this week’s eGaming Review poll asks whether PokerStars can become a market leader in online casino in New Jersey?

Have your say on the right hand side of the page.