Tipico seals US entry with New Jersey sportsbook launch
Germany-focused operator debuts new product and ad campaign targeting bettors in the Garden State
Tipico has officially entered the regulated US sports betting scene by launching its betting app in New Jersey.
The German-facing operator’s new tailor-made US proprietary sportsbook platform, managed by Tipico’s in-house trading team in Hoboken, New Jersey, is now available to Garden State punters.
The full rollout follows a soft launch of the app to US players in October after the privately-owned firm received a conditional licence approval from the New Jersey Division of Gaming Enforcement (NJDGE).
As part of the release, Tipico is offering sign-up promotions and cash offers for consumers, including a $100 maximum cash match on bets of $25 or more, valid until 21 December.
Tipico’s US app features data from Sportradar
The Malta-based operator has also launched a US advertising campaign to demonstrate the firm’s commitment to “treating the serious sports bettor with the respect they deserve”.
“For nearly two decades, Tipico has built one of the strongest and most recognisable brands in all of sports betting and online gaming,” Tipico head of US marketing Keith Gormley said.
“Our inaugural campaign, developed with agency Öpinionated, recognises the deep commitment that US sports bettors have for their craft, while tapping into the passion for sports that defines the Tipico brand worldwide,” Gormley added.
The launch is the culmination of 12 months preparation, which began with the opening of the firm’s New Jersey office and the appointment of Adrian Vella as US MD in December 2019.
Tipico has significantly expanded this beachhead since then, recruiting individuals within sportsbook development, digital marketing, cloud engineering and other sportsbook-related roles.
In July, Tipico enlisted US omni-channel digital ad services company Digilant as its main US media buyer before concluding supply deals with Scientific Games and NetEnt later that month.
“Tipico is a betting experience unlike any other and we are confident that as we expand our reach in the US, users will love the new features we are regularly adding to the app,” Vella said.
“This is just the start, but we are proud to call New Jersey our home and it’s been great to see the positive response from sports bettors across the state.”
Tipico further intends to launch a sportsbook in Colorado, having netted a partnership with Colorado Springs-based casino group Century Casinos in October.
Earlier this month, Tipico selected US-based payments outfit Global Payments Gaming Solutions as the payments provider for its US sportsbook offering.
Tipico will utilise Global Payments’ VIP Lightspeed platform for funding and withdrawals, along with the provider’s VIP Preferred e-check network to allow bettors quick access to funds from their bank accounts.