New Jersey’s sports betting industry turned in a solid performance in August, posting a sports handle of $293,594,862. The Garden State is starting to give Nevada a run for its money — with help from its strong online sector.

New Jersey Sports Handle
Can New Jersey’s fledgling sports betting industry overtake Nevada as the leader across the United States? Nevada’s numbers for August won’t be in for another week. (Image:

Since April, New Jersey’s sportsbook handle has been keeping pace with Nevada’s. In May, New Jersey’s handle surpassed Nevada’s for the first time — but by a small amount. In July, New Jersey’s sportsbook handle had a more sizable lead over Nevada. But that might not be a fair comparison since summer is Nevada’s slow season.

New Jersey Sets Online Sports Handle Record

Nevada’s August numbers won’t be released for another week, but New Jersey’s August online numbers bode well for a fair fight between the two gambling powerhouses. The real test to determine who is the leader among largest legal sports betting jurisdictions will come in September, when we see results fueled by a month of NFL betting.

New Jersey Sports Handle August
New Jersey’s August sportsbook handle grows as its online percentage sets a record. (Image:

New Jersey’s Division of Gaming Enforcement reported that August 2019’s sportsbook handle was $293,594,862, up 207% year-over-year from August 2018. Since last August, New Jersey’s retail handle has actually dropped as more people prefer the convenience of wagering online.

The Garden State’s online sports handle has grown a stunning 1048%. In fact, online accounted for 84.9% of New Jersey’s total, setting a new online contribution record. Granted it only edged out July’s 84.8% by a nose. But it continues the trend.

With August, New Jersey posted twelve consecutive months of online contribution growth. Clearly, the number can’t exceed 100%. But with more online providers launching in New Jersey, it still may have room to grow

More New Jersey Providers Come Onboard

Bet365, a UK-based provider, started the testing phase of it product Bet365NJ on Aug. 22 and finally launched last week. Bet365NJ operates under the Hard Rock Atlantic City license. Unibet also launched its New Jersey product, UnitbetNJ, under Hard Rock’s license. While Unibet has been operating an online casino in New Jersey since June, its sportsbook app just launched Sept. 10. It is the company’s first US sportsbook product.

TheScore Bet went live on Sept. 3 under the Monmouth Park license. The Canadian company offers a combination of sports media and wagering products. TheScore is looking to expand its brand beyond NJ through its partnership with Penn National Gaming.

Bally's Sportsbook beer
There’s no reason to wait for a cocktail waitress at The Book at Bally’s AC. (Image: Bally’s AC)

Meanwhile, New Jersey recently added one more retail sportsbook. The Book at Bally’s held its grand opening in Atlantic City on Sept. 8. At over 15,000 square feet, the sportsbook is the largest in Atlantic City. And Caesars is hoping the Book’s self-serve beer wall with get patrons off their apps and into The Book.