The New Jersey-based site launched its new SugarHouse online sportsbook and casino this morning, operated by the brands owners Rush Street Interactive with the sportsbook provided by Swedish-based operator Kambi .
Despite the state legalising sports betting on 11 June, DraftKings in partnership with Kambi became the first operators to offer online sports betting in New Jersey on 6 August, with MGM joining them yesterday with the launch of its playMGM app.
As SugarHouse merges casino games with sports betting, the company has secured its own place in history as the first to have integrated sports betting onto its platform.
Impressively, Kambi are now responsible for powering two out of three of the online sportsbooks in the state of New Jersey.
Kristian Nylen, Kambi CEO, said: “To be providing our Sportsbook to two of the three online operators currently live in New Jersey is a great achievement and provides further evidence that Kambi is the trusted sports betting partner for operators wishing to enter regulated markets.”
The sportsbook itself is similar to many already available in regulated markets, allowing for a wide range of bets, in-play ‘cash out,' and the ability to choose how the user’s odds are displayed.
SugarHouse is said to have been purposefully designed to “make the sports betting process easy to understand” in an attempt to attract customers who have not partaken in sports betting before.
Richard Schwartz, President of Rush Street Interactive, said: “We’ve matured our sportsbook product and validated that players value our proprietary sportsbook loyalty program, including earning points on every single bet."
The new online sportsbook and casino is currently only accessible to people playing within the state of New Jersey.
