Whenever the New Jersey Devils take the ice, fans will soon have the choice of seeing their game in addition to other live matches from a lounge area that looks and feels just like a sportsbook.
As part of being a team sponsor, sportsbook operator William Hill will have its name on a Prudential Center sofa where matches can be viewed on more than 20 screens with odds boards showing the menu of gambling options across all sports.
Because the NHL is not comfortable with the site being an actual sportsbook where bets can be placed in windows and kiosks, William Hill US CEO Joe Asher told ESPN that company ambassadors will assist bettors in downloading William Hill’s gaming program. The space is being converted and rebranded fast, but there is currently no opening date.
Odds will be displayed not only within the sport lounge but also on the team’s 4-story scoreboard. The lounge will be available for every event in the place, including concerts. That is a good deal of vulnerability, as Billboard rated the venue 10th on earth on its own Arena Power List earlier this month.
“Our goal has always been to create Prudential Center the house of sports and entertainment in New Jersey, but finally our duty is to make the most dynamic fan experience in the industry now, and the William Hill Sports Lounge will play a part in amplifying enthusiast experience here,” said Hugh Weber, president of the Devils’ ownership group, Harris Blitzer Sports & Entertainment.
William Hill, which works more sportsbooks than any other company in the country thanks to its 108 locations in Nevada, has been aggressive in New Jersey since May, if the Supreme Court allowed states to make their own conclusions regarding sports betting after ruling that portions of the Professional and Amateur Sports Protection Act of 1992 were unconstitutional.
The company became the primary operator of a sportsbook in the country as it opened at Monmouth Park racetrack on June 14. But competition is fierce within the country, which is projected to surpass Nevada in sports betting manage and earnings.
Daily fantasy sites DraftKings and FanDuel, armed with a nutritious database, were among the first to launch programs on which fans could wager so long as it was performed within state lines. FanDuel followed with its first sportsbook in the Meadowlands, on the grounds in which the New York Jets and Giants play, which started a month after William Hill’s racetrack location surfaced.
“We’re spending a significant quantity of advertising dollars in New Jersey,” Asher said. “It is going to be quite a competitive and costly landscape for the next few years. A think a lot of organizations in the space feel the need to push hard in the country as a testing ground to prove they could be everywhere. In a way, it is similar to the Iowa caucuses in politics.”
While New Jersey is one of five countries that has legalized sports gambling — along with Nevada, Delaware, Mississippi and West Virginia — it’s the fastest-growing state. At the first four months after sports gambling was legalized, New Jersey earned $336.6 million in wagers, as stated by the nation’s Division of Gaming Enforcement.
“I stated that, when fully mature, the New Jersey sports gambling market would double that of Nevada,” Asher said. “It is early days, but I could see how much that’s being conservative.”
William Hill is currently one of eight companies offering mobile gambling on devices inside the nation.

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