The sports betting field just got a little fuller this month thanks to Wynn Sports. The operator, which is part of the Wynn Resorts entity, launched its new mobile sports wagering application in New Jersey. That made them the 18th sports betting app available for use in the state. Believe it or not, that happens to be a good thing. Well, at least according to Wynn it is.
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Soft Launch Required for Wynn Sports
Although the app is now officially online, the New Jersey Division of Gaming Enforcement (DGE) had required a five-day “soft launch” period. The app is a new branch for the Nevada-based casino operator as Wynn does not have any land-based casinos in New Jersey. The gaming app gives them access to a customer base that they are not already tapping into. The Wynn app is part of the Caesars Interactive product line.
GeoLocation Specific Betting Opportunities
The Wynn app in New Jersey is very different in that bettors in the Garden State will see odds and details that will be geared to that part of the country. Bettors at the Wynn retail sportsbook on the Las Vegas Strip will see a completely different set of odds or other betting options.
Known as geolocation, code built within the software can identify the location of a user and feed that user information that is relevant to where that user is at that moment. It is not a new technology anymore and is a common tool used by many online companies as part of their digital marketing plans.
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Competition Is A Minor Factor
With Wynn’s entry in New Jersey being the 18th in the state, there is a good reason to ponder how they will stack up against all others – the more established gaming operators. Although pricing has been noted as a bit higher than the average in New Jersey, there is bound to be a testing period as Wynn works out the snags.
As for whether or not there is enough room in the market for another player, New Jersey sportsbooks won $12.6-million in June alone. Plus, when you consider that New Jersey sports betting is the most heavily regulated market in the United States, you have to give Wynn credit for trying something new in a highly competitive place.
Why Is Wynn Entering This Market?
That’s a good question even if you are just looking at it from the numbers standpoint. Yes, sportsbooks in the state of New Jersey are popular. However, with 17 other sports betting apps already in place, that has to be a tough nut to crack. Add to this that Atlantic City casinos are reopening with COVID-19 restrictions in place, it becomes a curious point. However, Wynn has a plan.
Here is a quick look at what is driving the betting app launch.
Increasing The Sports Betting Profile
When you think about US-based gaming companies, chances are that Wynn is not high on the list of names that come to mind. With this fact, it is fair to say that they are not considered at this time to be a contender.
When you compare Wynn to some of the bigger players on the block like MGM Resorts International, Wynn is most definitely in the shadows. However, that is not a complete negative as Wynn is using the New Jersey app introduction as a foot in the door to assist with building a greater sports betting profile for the company. They have to start somewhere and launching into the most competitive market may be a stroke of genius as opposed to a move of madness.
Prepares Them For Expansion Into Other States
Okay, Wynn has properties in Las Vegas and Massachusetts. Sports betting is not legal yet in Massachusetts but should that become a reality, Wynn will be ready with plans to expand their app opportunities to that state as well. By the time Massachusetts gets on board, Wynn will have an app that will be streamlined and already attracting sports fans. It is a brilliant expansion plan if you look at it in that light, even with Atlantic City casinos reopening.
Although Wynn remains tight-lipped about expanding their sports betting footprint, having established business operations in Massachusetts is not going to hurt.
Then There Is Also Wynn Casino
Wynn Casino is an online offering that also got its launch in New Jersey. The state is currently seeing a huge interest swell in the iGaming market – partly due to the COVID-19-related shutdown of land-based casinos. Gaming and sports betting fans needed an outlet and have shifted in huge numbers to the internet to satisfy that craving.
Wynn has also jumped into that pool. While the Wynn Casino offering is a bit smaller than many of the other online casinos with many standard table games unavailable, development plans can continue at present to rectify this.
There Are Also Hurdles To Get Over
As is to be expected from any new app, there are going to be hurdles. Call them glitches, snags, or kinks. Sooner or later the weak spots are going to show and seasoned sports fans who are accustomed to slick, smooth operating apps are going to point out the problems. Already there have been a few that need correction.
In addition to adding a desktop version (which did not exist as of last week) and missing odds on some key sporting events, the Wynn app is getting used. If the developers react quickly to the kinks, then they will have a chance early on to compete with other players already in the field.
Summary
Wynn Resorts, Limited, the Paradise, Nevada-based hotel and casino chain that was established in 2002, has developed a sports gaming app that they recently launched in New Jersey. It is one of 18 such apps available for gaming and sports fans to use.
With this new app in the most competitive online market in the United States, Wynn is clearly building their profile and preparing for an expansion plan that could see them adding their online experience to other states that legalize online sports gambling activities. In this time of social distancing, online betting is a good alternative. It wouldn’t be the first time a land-based casino operator tapped into the lucrative internet market.
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