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FOX Bet Gets Full Launch in New Jersey

3rd September, 19:06

Fox Bet has officially launched in New Jersey, and it is instantly positioned as one of the most formidable NJ online sportsbooks.

Previously known as BetStars, the app has been completely reconfigured with the FOX Sports branding, including prominent placement of major FOX personalities like Colin Cowherd, Charissa Thompson, and Clay Travis, each of whom will offer up their own unique odds boosts or betting picks that will turn into in-app promotions on a daily basis. This is completely new to the American betting market- a media company being able to seamlessly integrate live legal sports betting into their coverage and vice versa.

This is the coveted model pioneered by Sky Bet in the UK which has relationships to BetStars and FOX Sports.

Coming up on its second year, there should be over a dozen legal online sportsbooks available in New Jersey this year.

FanDuel Sportsbook has been consistently ahead of the pack with DraftKings in second place, and everybody else essentially an also-ran.

There are some truly unique offerings in the market in addition to the two powerhouses, including PointsBet, which we like a lot because of their customer-centric focus and willingness to take large, $10,000 game day bets.

FOX Bet will join theScore as a known sports brands that enters the market with its own sportsbook, though the early returns on theScore aren't great:

At first blush, we like the app a lot. There is a bit of a coat-of-fresh paint element to it, and not much has changed from BetStars. But that's OK, because we liked the previous iteration app. It was a fun alternative to the major players, with a different sets of odds, action, and a slew of daily odds boosters and promotions.

The problem, in addition to some tech hiccups early on, was that it wasn't well-known in New Jersey, didn't receive a lot of promotional might, and suffered from what felt like a bit of a European feel.

That has all changed with FOX Bet, with Colin Cowherd front and center on the splash page. Take a look:

FOX Bet soft launched in New Jersey over the weekend and was available for college football betting. It will undoubtably focus heavily on college and pro football since FOX broadcasts afternoon time slot windows of both.

Keep in mind, FOX Sports will also broadcast the Major League Baseball playoffs and World Series, and should be able to compel betting on those events during pre-game and other ancillary coverage.

This all marks a radical shift in the industry. FOX Bet will be launching as a PA betting site sometime later this week and has partnerships in place in over a dozen more states. Expect to hear much more from FOX Bet.

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