- Posted October 19, 2013 by
Marketing online poker in New Jersey
Regulated online poker is coming to New Jersey. Marketing is a big part of this process - players look to third party sites to research online poker options before making deposits.
Having a population of almost 9 million, New Jersey has a sizable population for online poker compared to other states like Nevada where the population is under 3 million. Unfortunately these people will not be allowed to play against players from other states and other countries online. If we think of New Jersey as being its own country then this setup is similar to the online poker setup in Italy and France right now except they have populations of about 61 million and 66 million respectively.
Online poker companies like PokerStars rely on poker strategy and poker review type sites like flopturnriver.com for some of their marketing and advertising. The industry refers to these marketing sites as affiliates and sites where people can actually play poker for real money are referred to as operators.
Sometimes affiliates are paid under a rev share agreement which is similar to the way land based casinos pay junkets. This is described by smartgaming.com:
"First off, in the Harrah’s organization we refer to our third party reps as Independent Agents rather than Junket Reps. Independent Agents send us customers (i.e. players) and in return they get a commission based on a player’s theoretical."
It appears that affiliates wishing to be in the market under rev share need to be licensed and this means a lot of paperwork. Enterprise Licensing Forms #’s 30A, 31A, 32A and 36 are on http://www.nj.gov/oag/ge/forms.html. Forms 31A and 32A are very long - they require a great deal of information.
Sometimes affiliate type sites provide less direct forms of marketing for operators. All suppliers for all aspects of NJ marketing must fill out the short NJ Vendor Registration Form. This form is much less intrusive than the Enterprise Licensing Forms.
Europe is well ahead of the US when it comes to regulated online poker. US organizations like the Poker Players Alliance are pushing for federal regulation in the US. Regulating one state at a time is messy but it is better than no regulation at all.
By Eric Sprague
Disclosure: As Co-founder of flopturnriver.com, I do marketing for operators like PokerStars in the online poker industry.