German Sportsbook Tipico Makes US Debut in New Jersey

  • Offering betting on global markets, the new tailor-made app is accessible on iOS and Android
  • Launch also sees the debut of Tipico's US-focused brand platform and advertising campaign
  • Operator aimed for an Autumn launch and received NJ license approval in September 
  • Tipico has plans for further US expansion, including a future operation in Colorado 
Road sign indicating New Jersey
German operator Tipico has entered the US market by launching its new mobile sportsbook app in the state of New Jersey. [Image: Shutterstock.com]

One foot in the door

Tipico, a sportsbook operator originating from Germany, has made its first foray into the US market with the launch of its sports betting mobile app in New Jersey.

tailor-made for the serious US bettor”

The mobile sportsbook platform is now live in the Garden State for both iOS and Android users. Customers can wager on sports markets across the globe at odds priced by Tipico’s in-house trading team. The company described its New Jersey offering as one that’s “tailor-made for the serious US bettor.”

Tipico’s first launch across the Atlantic will also see the debut of its new US-focused brand platform and advertising campaign. The operator developed its US marketing in collaboration with the agency Opinionated. Keith Gormley, head of US marketing for Tipico, said the new campaign “recognizes the deep commitment that US sports bettors have for their craft, while tapping into the passion for sports that defines the Tipico brand.”

Journey to the NJ launch

Tipico, Germany’s largest sports betting operator, set up shop in Hoboken, New Jersey, earlier this year. The company announced plans to launch its sportsbook offering in Autumn 2020 through a partnership with Atlantic City’s Ocean Casino Resort. In September, Tipico received sports betting license approval from the New Jersey Division of Gaming Enforcement.

At the time, Adrian Vella, managing director of US business for Tipico, described the license approval as an “important milestone” in Tipico’s US journey. More recently, he expressed his excitement at finally releasing the app in the state. “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,” Vella commented.

Similar to its strategy in Europe, Tipico has chosen to use its own technology for the New Jersey sports betting app. However, for its upcoming online casino offering in the state, the operator has partnered with Scientific Games for use of its OpenGaming product suite. An additional agreement with NetEnt will provide Tipico with games such as Divine Fortune, Blackjack, and American Roulette.

Further US expansion

Tipico has announced “exciting plans” for further expansion in the US after its debut in New Jersey. This includes a future launch in the state of Colorado, which legalized sports betting on May 1, 2020.

a future launch in the state of Colorado

Last month, the operator signed a deal with Century Casinos for market access in Colorado. In accordance with the ten-year contract, Tipico will pay Century Casinos a one-time market access fee, as well as a minimum guarantee of annual revenue and a portion of net gaming revenue. Tipico is the third online operator to partner with the land-based casino company, along with Bet365 and Circa Sports.

Although Century Casinos already holds a master sports betting license, Tipico is still awaiting approval for its own Colorado license. Following that, the company intends to launch its fully mobile sportsbook in the state as soon as possible. According to a company update, “discussions to bring the brand to additional markets are ongoing.”