Trump Plaza & Trump Taj Mahal Receive Online Gambling Permit

Posted on October 18th, 2013 by Todd Wilkins

Trump Plaza and Trump Taj Mahal Receive Online Gambling PermitTrump Entertainment Resorts two Atlantic City casinos, Trump Plaza and Trump Taj, were the third and fourth New Jersey casinos awarded Internet gaming permits.

The New Jersey Division of Gaming Enforcement awarded the Trump Plaza Hotel and Casino and the Trump Taj Mahal Casino Resort gaming permits on Thursday, further reinforcing the Garden State’s commitment to providing its residents with the ability to play casino style games from the comfort of their own homes.

Trump Plaza and Trump Taj are the third and fourth casinos to receive permits, following in the footsteps of the Golden Nugget, which received its permit on Wednesday, and the Borgatathe first casino to be awarded a permit. To date, Atlantic City’s eight other casinos have not received approval. However, only two, Revel and the Atlantic City Club Casino, have yet to reveal their online gambling plans.

An invitation only trial launch will predate the official launch by five days. Assuming all goes according to plan, Internet gambling will become available to the public on November 26th. New Jersey is the third state to offer Internet gambling, joining Nevada and Delaware.

CEO of Trump Entertainment Resorts Robert Griffin expressed his enthusiasm regarding the upcoming launch, emphasizing that both casinos will make the deadline of November. Considering that both the Trump Plaza and the Taj have seen their revenue margins decline sharply over past several years, their being awarded Internet gaming permits couldn’t have come at a better time. Trump Plaza has been hit particularly hard, showing a nearly 34 percent operating profit decline from the third quarter of 2011 to the same period in 2012.

Internet gaming is projected to generate anywhere from $250 million to $1.2 billion in revenue during 2013. However, because at least 10 of Atlantic City’s 12 casinos are expected to compete for the same limited player pool, competition among them is expected to be steep. Intrastate compacts with Nevada and Delaware should help to alleviate some of the competition, but in all likelihood one or two casinos will eventually dominate the New Jersey market.

Both Trump establishments have already aligned with an online provider. Trump Taj Mahal opted to play it safe, aligning with Ultimate Gaming. The software company’s proprietary online poker suite, UltimatePoker.com, was the first state regulated real-money online poker site in the United States. However, due to a myriad of bugs and a lack of features, the site saw its numbers decline over its first several months. Since then, a patch addressing many of these software issues was implemented, and traffic has picked up. By establishing itself in New Jersey, Ultimate Gaming will gain access to four times the amount of residents than in Nevada.

Trump Plaza is allegedly partnered with Betfair, although neither party has yet to confirm. Betfair is a UK-based betting exchange. It recently readied a “Let’s Play NJ” marketing campaign, nearly two months before its potential debut in the Garden State. The campaign consists of two new splash pages, one hosted on LetsPlayNJ.com and the other at BetfairNJ.com, and supplementary social media accounts on Twitter and Facebook.

Although Trump Plaza and Trump Taj have been approved for permits, their supposed partners have not. It is expected that the first online providers will be approved by the DGE in the coming weeks.

In order to participate, players must be located within New Jersey’s limits. Geolocation technology built into the online provider’s operating system is designed to track input, and will disable the system if a player is trying to log on from outside the state boundaries. In so long as they are located in New Jersey, players will be able to play any slot or table game currently available at the casino.

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