European Operator Novibet Planning Launches in NJ and PA

Separate 10-year market access agreements with Caesars Entertainment will help company expand to North America. Future launches in Ontario and five other US states also planned.
European Operator Novibet Planning Launches in NJ and PA
By
August 16, 2022

European operator Novibet said it plans to launch its online casino and sportsbook products in New Jersey and Pennsylvania in 2023 through a new multi-year marketing access agreement with Caesars Entertainment.

Novibet, aka Logflex MT Holding Limited, said it is also planning to launch in Ontario through its license, independent of Caesars.

The Malta-based company also said its plans to expand into North America include future launches in five more US states — some of which have yet to allow online casino and/or sports betting.

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Novibet Clinched 10-Year Deals with Caesars in NJ and PA

Last week, Novibet announced that its 10-year agreement with Caesars would allow it to launch branded online casino and sports betting products in the Garden State.

Novibet said the 10-year deal with Caesars in New Jersey is similar to a separate 10-year agreement with Caesars to launch an online casino in Pennsylvania. Novibet noted that the deal in Pennsylvania excludes an online sportsbook or online poker room.

The company said launches in both states are still subject to regulatory approval from the New Jersey Division of Gaming Enforcement (NJDGE) and the Pennsylvania Gaming Control Board (PGCB). It plans to launch an online casino in New Jersey in Q1 2023 and sports betting in Q2 2023.

A Pennsylvania online casino launch is also planned for Q2 2023. The company said the domain for all the verticals in both states will be novibet.com.

“The expansion of our iCasino platform into new regulated markets, including in North America, is a major pillar of our growth strategy,” said CEO George Athanasopoulos.

“We’re pleased with our progress against this initiative as evidenced by our expanded partnership with Caesars Entertainment that now provides us with market access to New Jersey and Pennsylvania to address the significant OSB [online sports betting] and iGaming opportunities in those states.”

Novibet is currently live with online casino gaming and sports betting in four European countries — Greece, Ireland, Italy, and Malta.

Pursuing a License in Ontario

Novibet also said that it had started the process of becoming a licensed operator for online casino gaming and sports betting in Ontario.

The company expects to become licensed by the Alcohol and Gaming Commission of Ontario (AGCO) in 4Q 2022. It also expects to have executed an operating agreement with iGaming Ontario (iGO) by that time. Both are requisite to launch in the province.

After Ontario, Novibet said launches in “additional provinces in Canada [are] expected to follow.” The company cited estimates by analysts that Ontario is widely expected to become one of the largest markets in North America for iGaming — with the combined online casino and sports betting markets valued at more than $2 billion in 2026.

Launches Planned in Five Other US States

Novibet’s plans in North America don’t end with New Jersey, Ontario, and Pennsylvania.

According to an investor presentation from March, Novibet is also eyeing launches in five additional US states — Indiana, Iowa, Louisiana, Mississippi, and Missouri.

But launches in all five states depend on whether lawmakers authorize online casino gaming and sports betting. Both are currently illegal in Missouri, and none of the five states now allow online casinos. Online sports betting in Louisiana is limited to 55 of the state’s 64 parishes, while in Mississippi, such wagers are only allowed on the property of the state’s land-based casinos.

Novibet estimates it could launch in both verticals in Louisiana, Mississippi, and Missouri sometime between Q1 2024 and Q4 2025.

The company projects it will be able to launch an online casino product in Indiana in Q1 2024 and Iowa in Q3 2024. Novibet projects online sportsbooks could be rolled out in Indiana in Q3 2023 and Iowa in Q4 2023.

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Novibet’s North America Expansion Plans

Jurisdiction Vertical (All Online) Estimated Launch Date Currently Legal?
Indiana sports / casino Q3 2023 / Q1 2024 Yes / No
Iowa sports / casino Q4 2023 / Q3 2024 Yes / No
Louisiana sports / casino between Q1 2024 and Q4 2025 Yes (1) / No
Mississippi sports / casino between Q1 2024 and Q4 2025 Yes (2) / No
Missouri sports / casino between Q1 2024 and Q4 2025 No / No
New Jersey sports / casino Q2 2023 / Q1 2023 Yes / Yes
Ontario sports / casino Q4 2022 / Q4 2022 Yes / Yes
Pennsylvania casino Q2 2023 Yes

Notes:
(1) In Louisiana, sports betting is legal in 55 of the state’s 64 parishes.
(2) In Mississippi, online sports betting must be conducted on the premises of a land-based casino.

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