New NJ Sportsbooks
The most recent launches, rebrands, and pending entrants to the New Jersey sports betting market.
NJ has 14 online sportsbook licenses and the market has been near saturation since 2019, but operator turnover continues — new brands launch, others rebrand, and a few exit. This page tracks the latest activity.
Recent Launches & Rebrands
Coming Soon / In Transition
- LeoVegas Sport (rebrand from Tipico): MGM's LeoVegas Group is rebranding the Tipico US business as LeoVegas Sport later in 2026 — full app rebuild on the LeoVegas platform with M life Rewards integration expected.
- Bally Bet expansion: Fanatics partnership to expand Bally Bet's NJ presence pending — watch for product changes through 2026.
Why So Few New Entrants?
NJ has held a 14-online-license cap since the market opened in 2018. With FanDuel, DraftKings, BetMGM, and Caesars together holding 70%+ of market share, the cost of acquiring users in NJ has become prohibitive for newer operators. Most new launches now come via license transfers or rebrands rather than fresh market entry.
How NJ Licensing Works
Each Atlantic City casino license can host one online sportsbook skin. Each of the two NJ racetracks (Meadowlands, Monmouth Park) and Freehold Raceway can also host. Total = 14 mobile permits. New entrants must partner with an existing license holder; market entry by acquisition is more common than greenfield launch.
21+. NJ only. Gambling problem? Call 1-800-GAMBLER.