Three’s A Crowd: SugarHouse Sportsbook Goes Live With New Jersey Sports Betting

SugarHouse sportsbook

Days away from the start of NFL season, online and mobile sports betting products are finally coming to market in New Jersey, and the newest one is here: SugarHouse sportsbook, courtesy of a Philadelphia-area casino.

DraftKings Sportsbook launched on Aug. 1, the first NJ sports betting platform for smartphones. The product enjoyed a monopoly in the state for more than three weeks before playMGM joined the party on Wednesday.

A day later, the list has grown again.

SugarHouse Casino sent an email to customers on Tuesday confirming its plans to offer online sports betting. Two days later, it is live and open for business. PlaySugarHouse added the sports category to gambling platform on Thursday, announcing the launch in a press release.

It is the third online/mobile sportsbook to hit virtual store shelves in NJ.

SugarHouse now live for NJ sports betting

The SugarHouse sportsbook is a full-featured product offering a wide variety of sports and bet types. The press release boasts “millions of Live In-Game bet offers,” too.

The platform incorporates the newest, trendiest feature for NJ operators. DraftKings Sportsbook introduced the live-ticket system to the US market, allowing bettors to cash out their bets before the result is determined. SugarHouse has followed suit in that regard.

Here’s more from the press release:

Great odds and advanced technology enables those In-Game bets at PlaySugarHouse.com to remain open longer and maximize betting opportunities during the game. Players have the opportunity to make a wide range of bets including who will win the game, upcoming plays, over/under for teams and players, partial game bet, parlays, and much more. An innovative feature allows players to cash-out an active bet before the outcome is determined, allowing them to secure part of their winnings or cut their losses as the odds change.

As with its competitors, SugarHouse also allows bettors to toggle between American, decimal and fractional odds. Customers can parlay up to 12 bets together, and the site plans to offer a “unique jackpot parlay feature,” according to the previous e-mail.

SugarHouse ramping up operations

PlaySugarHouse launched in 2016 under the license of Golden Nugget, which has since become the runaway leader for NJ online gambling. The network combined for more than $9 million in July revenue, accounting for more than a third of the industry total.

The PlaySugarHouse platform is as well-rounded and comprehensive as any on the market. In addition to its full complement of casino titles, it also offers NJ virtual sports and popular live-dealer games. Add real-life sports betting to that list as of Thursday.

Sportsbook functionality is powered by Kambi and incorporated directly into the existing SugarHouse NJ online casino. Using a shared wallet, customers can allocate funds and bonuses across all available gambling products. The company says it’s currently working with PayPal to facilitate deposits and withdrawals.

At the time of launch, SugarHouse is the only operator offering a unified online casino/sportsbook platform in NJ.

Parent company Rush Street Gaming also owns properties in New York and Pennsylvania, two more states on the path toward legal sports betting. PA sports betting should go live within a matter of months, at least at retail locations.

Eric Ramsey
- Eric is a reporter and writer covering regulated US gambling, sports betting, and DFS. He comes from a poker background, formerly on staff at PokerNews and the World Poker Tour.