Now Unveiling: Strip Club ‘Scores’ Goes Live With NJ Online
The famed strip club chain Scores is trying to use its marketing power with young men to make it in the New Jersey online casino market.
ScoresCasino.com went live with real money online gambling in the state, the newest entrant in the NJ iGaming market.
Scores NJ online casino, at a glance
The new online casino is under the umbrella of the Borgata online gambling license, using the Pala Casino software. Pala already serves the New Jersey market for online gambling.
For those already familiar with the Pala platform, Scores is functionally the same, other than the look and the branding. Real money games available include:
A mobile version of the online casino is available both for iOS and Android.
There is not poker at the Scores casino as of yet. Pala launched a standalone poker platform — Pala Poker — separate from the Borgata / PartyPoker NJ platform earlier this year.
What is Scores doing in online gambling?
The Scores brand will be familiar to regular AC visitors and residents of the state. It used to have a presence in New Jersey, as Scores AC was once located in the Trump Taj Mahal.
Of course, the casino bearing the name of President Donald Trump closed its doors last year, which brought the short run of Scores AC (it opened in 2013) to an end. Hard Rock International bought the Taj earlier this year and plans to renovate it and reopen it in 2018.
Of course, the flagship of the Scores brand is close to NJ, in Manhattan. With strip clubs in major cities across the country, it’s a fairly well-known brand, thanks to a lot of promotion by radio show host Howard Stern over the years.
The hope, obviously, is that Scores carries cross-over appeal for the demographic of men who might visit gentleman’s clubs. The people that might frequent Scores obviously have disposable income.
All the other brands in the NJ online casino market are casinos or associated with gambling. Creating an online casino brand apart from gaming is at least a new strategy in NJ, and has a chance to attract new users. Whether that gambit will work remains to be seen.
Is there room for Scores Casino in the NJ online gambling market?
There’s certainly a question of whether new online casinos that are rolling out in New Jersey from here on out will serve to expand the market or simply cannibalize existing revenue.
Revenue from iGaming in the state is increasingly at roughly a 30 percent clip year over year. But as New Jersey Division of Gaming Enforcement Director David Rebuck said, that can’t continue forever.
The Borgata network of online poker and casinos has already ceded the top spot in the market to the Golden Nugget. But MGM — which now owns 100 percent of the Borgata — clearly has designs on asserting its will. An MGM-branded online casino is slated to launch this year.
There’s no question that the NJ online gambling industry continues to evolve, and has impressed with its growth in the past year-plus. Will Scores Casino be a part of that evolution and growth in the long term?