By launching the FOX Bet sportsbook app online and mobile devices across New Jersey and Pennsylvania this week, FOX Sports became the first major media platform to lend its brand to a sports betting site.
In collaboration with PokerStars parent company The Stars Group, the FOX Bet sportsbook replaced the online poker leader’s BetStars vertical in both states.
FOX Sports and The Stars Group first announced plans for FOX Bet back in May of this year.
At the time, FOX Sports chief executive officer Eric Shanks issued a statement celebrating the company’s official entrance into the growing statewide sports betting market:
“FOX Sports is already synonymous with the best live sports events in the country and now we are expanding the way we immerse fans in the sports culture they love.
Digital sports wagering represents a growing market opportunity that allows us to diversify our revenue streams, connect directly with consumers and expand the reach of the FOX Sports brand.”
To help accelerate FOX Bet’s growth in each state, The Stars Group announced that its previous New Jersey headquarters and its 120 employees would relocate to a new location in Cherry Hill less than 10 miles from Philadelphia. In a statement to EGR North America, a spokesperson for The Stars Group explained the move as an attempt to leverage FOX Bet’s multistate launch:
“We have every reason to expect a period of rapid growth over the coming years.
To prepare for this we’ve invested in more space and an office closer to a large talent pool.
This will ensure a pipeline of strong and experienced candidates across a broad range of specialisms as we begin actively recruiting for our US operations.”
Bettors using the FOX Bet platform can access their previous BetStars account as per usual, and the following sports are on the menu:
FOX Bet went live in New Jersey on August 31 via browser at nj.foxbet.com and through the iOS and Android app stores.
Bettors in the Garden State who have accounts with the regulated PokerStars.nj platform can also access a desktop version of FOX Bet.
Funds can be deposited through any online/mobile device connected to the app, or by visiting the cashier’s cage at Resorts Casino in Atlantic City. In a statement addressing the app’s historic debut in New Jersey, FOX Bet chief executive officer Robin Chhabra hyped the product’s sleek design and integration with FOX Sports celebrities like Colin Cowherd and Charissa Thompson:
“If you’re a sports fan in New Jersey, FOX Bet is a game-changer.
FOX Bet combines decades of expertise in content-rich programming and regulated online gaming to drive a superior, integrated and interactive live viewing experience for our customers found nowhere else in the United States.”
Four days after the New Jersey launch, Pennsylvania became the second state to bring FOX Bet to local wagering enthusiasts.
In a statement, Chhabra positioned FOX Bet as a challenger to Rush Street Gaming’s current dominance within Pennsylvania’s thriving regulated sports betting industry:
“Starting today, Pennsylvania has access to one of the world’s premier regulated sports wagering experiences.
Together with FOX Sports, an icon in sports programming, we’ve built a platform that is like nothing the United States has ever seen.
We’re bringing fans closer to the games they love by making our platform more fun and engaging than any others out there.”
FOX bet will target casual betters and smaller wagers, similar to Sky Bet, and be a tool for Fox Sports to engage fans, FOX Bet Chief Executive Officer Robin Chhabra told Reuters ahead of the launch.