Golden Nugget Casino cleared a major milestone, becoming the first New Jersey online casino to support 400 games in its library.
At last count, players on the site now have 401 slot, video poker, and table game options to gorge themselves on.
The duo’s achievement comes off as even more remarkable considering the sister sites weren’t in operation until 2015. The launch of Golden Nugget took place in late 2013.
The gap is widening
A vigorous stance has been taken by all three online properties with regard to library expansion. So much so that they have pulled head and shoulders above the rest of the NJ online casino pack.
The fourth place is held by Caesars Casino Online. It currently features 332 games in its library. The newcomer Play SugarHouse is right behind Caesars. It closely follows Caesars and already boasts 317 titles, despite having only launched in the month of September 2016.
At that juncture there is a significant fall off:
- Borgata Casino, Pala Casino, and Betfair Casino all have between 200 and 250 titles.
- With roughly 160 games a piece, Tropicana Casino and Virgin Casino follow them up.
- Harrah’s Casino, 888 Casino, and surprisingly, PokerStars NJ Casino offer a pretty paltry collection of 60 games or less.
Slots dominate the new additions
Outside of its Live Dealer rollout, nearly all of Golden Nugget Casino’s new additions over the past year were slot titles. The same is applicable (perhaps even more so) to Resorts and Mohegan, and really just about every online casino in the marketplace.
Why are slots dominant online? Below are some good reasons are:
Online casino’s make’s its bread and butter through slots. The pace of play is swifter than table games, but the returns are generally lower. Having said that, NJ online casino slots offer significantly higher returns than physical terminals at Atlantic City and other live gambling destinations.
Land-based patrons are more likely to identify with online slots. It’s not uncommon for online slot libraries to feature near-exact replicas of slots found on casino floors.
An online casino can offer only so many blackjack and roulette variants (although NJ online casinos have shown a willingness to test these bounds). By contrast, manufacturers produce new slots by the bucketload.
As of now, nearly seven-eighths of Golden Nugget’s game library consists of slots. The ratio is closer to 9:1 at Resorts/Mohegan.
Which factors matter?
How much each component of an online casino’s business contributes to its success is impossible to know. But from our analysis, we suspect the following carry the most weight:
Atlantic City casino brands tend to do much better than outside entities. Case in point, Resorts and Mohegan have nearly equivalent game libraries, but Resorts is estimated to generate nearly 2.5x more per terminal. There are exceptions to this rule. Betfair Casino is the notable example.
The old adage “quality over quantity” certainly applies to the NJ online casino industry. Taking an example, Tropicana Online Casino, which only supports 160 games. But Tropicana features a healthy number of high-return titles and a fair share of exclusives.
It averages an estimated $19.3k in monthly revenue per terminal — more than any other NJ online casino site. As an aside, Trop’s figures also suggest that as a game library expands, new titles suffer from diminishing returns.
The most successful online casinos in New Jersey are very active on the marketing front. It tends to roll out at least one high-value promotion per week.
At present, most NJ online casinos are competent when it comes to cashiering and game selection and hence, they must stand out via other means. One of those means is Software. Standout sites offer sleek and feature-rich products. They are available for both PC/Mac and Android/iOS devices.
Last of all, it’s imperative to note that while game library size doesn’t seem to play a huge role in determining success, the regular introduction of new titles and especially new formats, does.
The launch of Live Dealer Games on Golden Nugget Casino would be a concrete example.
On their own, Live Dealer Games are probably not a huge revenue generator. But the format appears to have lured players to the casino. The revenue of Golden Nugget AC is up some 69 percent since its launch late last summer.