What MGM’s Latest Expansion Means for New Jersey’s Online Casino Market

MGM Resorts International has cemented its position as a global leader in the gaming industry, and like all trailblazers, MGM strives beyond traditional casino models.

In 2024, New Jersey’s iGaming revenue surged to $2.39 billion, a remarkable 24% increase from 2023.

With BetMGM already holding a significant share of the market, MGM appears ready to capitalize further on New Jersey’s strong performance.

This bold integration strategy extends beyond revenue. It’s about creating a connected ecosystem where physical and digital experiences complement and reinforce each other.

Revamping Borgata: The Transformation Into MGM Tower

Big changes are underway at Borgata Hotel Casino & Spa in Atlantic City, a flagship property of MGM Resorts. The $55 million makeover has transformed The Water Club into the MGM Tower and only underscores MGM’s investment in physical properties.

The renovated MGM Tower debuted with over 700 refreshed rooms, a luxurious collection of high-end suites, and a brand-new 9,000-square-foot event space.

The design embraces a modern, nautical vibe inspired by the Marina District’s local charm.

Notable additions at MGM Tower include:

700+ updated rooms and suites with contemporary style.
9,000-square-foot event space on the 32nd floor, catering to upscale events.
Boosted amenities, including dedicated valet service and luxe shopping experiences.

Borgata remains a powerhouse in Atlantic City, contributing $738.1 million in revenue for 2024 alone. This 1.2% year-over-year uptick only establishes the property as a steady leader amidst growing competition.

New Jersey’s Online Casino Market at a Glance

New Jersey’s online casino market is nothing short of a powerhouse.

You don’t have to be a gaming industry expert to know that NJ consistently leads national rankings in revenue. As mentioned, the Garden State pulled in $2.39 billion from iGaming in 2024.

A snapshot of the 2024 record-breaking figures includes:

Total Gaming Revenue: $6.3 billion (up 9% over 2023).
iGaming Revenue: $2.39 billion (24% growth year-on-year).
Top Casino Earner: Borgata at $738.1 million.

MGM’s Strategic Vision for Atlantic City’s Future

Atlantic City is under a new spotlight as MGM pushes forward with its reinvention of the region.

Beyond the physical transformation of Borgata, the company focuses on sustaining Atlantic City’s prominence in an increasingly competitive gambling market.

MGM Resorts COO Corey Sanders highlighted their intent to not only maintain Borgata’s standing but also to rejuvenate Atlantic City’s broader appeal. This vision is driven by an understanding that modern players and MGM sports betting enthusiasts demand both premium resort services and seamless digital experiences.

Unlike some competitors, MGM employs a multi-channel strategy. By integrating its MGM Rewards program and enhancing BetMGM’s platform, it fosters deeper loyalty and increased cross-platform activity.

MGM’s Global Footprint Fuels Local Success

MGM Resorts International’s 2024 performance was nothing short of historic, with consolidated net revenues reaching all-time highs at $17.2 billion. Las Vegas played a key role, of course, with record-setting slot handle volumes and hotel revenues contributing significantly.

These numbers reflect strategic capital investments in flagship properties like the Bellagio, which underwent major renovations, and the Cosmopolitan, now fully integrated into the MGM Rewards ecosystem.

Add to that a $100 million upgrade to the Mandalay Bay Convention Center, and MGM’s dominance in the premium hospitality space becomes clear.

Another jewel in MGM’s crown is its digital division, powered by BetMGM. The platform’s $2 billion in net revenues for 2024 exceeded expectations, and projections for 2025 suggest further growth, potentially reaching $2.5 billion.

This success is buoyed by focused acquisitions and refinements to the user experience.

MGM’s international ventures are equally noteworthy. The company’s operations in Macau, under the MGM China brand, have been delivering outstanding results from the get-go. The company had more than 16% of the market and recorded its highest-ever full year.

Meanwhile, future projects such as a next-generation complex in Osaka and a high-profile development in New York promise to extend MGM’s influence further.

The Link Between MGM’s Investment in Borgata and Online Growth

MGM’s strategy is clear—merge the physical appeal of Atlantic City’s casinos with the accessibility of BetMGM’s online platforms like the sports betting MGM app.

The MGM Tower upgrades were made for luxury and convenience, and they aim to draw high-value guests who can seamlessly transition between physical tables and virtual games.

Here’s why this integration works so well:

Reward Synergy: BetMGM users can redeem loyalty points at Borgata. This creates a fluid relationship between online and on-site experiences.
Promotional Deals: Exclusive local offers help nudge online players toward physical visits.
Connected Ecosystem: The consistency in branding and service quality makes sure to keep the retention level high across platforms.

So, MGM isn’t just investing in upgrades. It’s building a network where every dollar spent, every parlay placed, whether online or on-site, feeds into the ecosystem.

BetMGM’s Role in Strengthening MGM’s New Jersey Presence

The MGM betting platform, BetMGM, plays an integral role in MGM’s mastery of the New Jersey market.

By the end of 2024, the site had emerged as a top online casino operator by leveraging technology and diverse game offerings, all wrapped up in eye-catching promotions to attract loyal clients.

Promotions that set the MGM bet platform apart include:

New Player Bonuses: Free spins, deposit matches, and low-risk trial bets to make onboarding seamless.
Gaming Variety: Over 500 options, including live dealer games, cater to every type of player.
Loyalty Tiers: A tiered rewards program incentivizes persistence, with top players unlocking comped rooms or premium experiences at Borgata.

Enhancing Player Experience Through Tech and Design Upgrades

The luxury theme doesn’t stop at MGM Tower. BetMGM’s platform continues to implement top-tier features aimed at personalizing user experiences.

Tech enhancements include premium-tier live dealer games that recreate the in-person casino vibe, responsive apps with smooth gameplay, and, of course, enhanced security protocols that safeguard user data as online gambling markets expand.

Meanwhile, Borgata caters to tech-savvy travelers through digital concierge services and streamlined room check-ins through mobile apps.

This synergy between comfort and convenience is what keeps MGM a magnet for returning players, not just in New Jersey City but state-wide.

How MGM’s Expansion Aligns With Industry Trends

MGM Resorts has positioned itself as a leader in online and physical gambling sectors by tapping into major industry trends. Key among these trends is the seamless integration of digital platforms with traditional brick-and-mortar operations. This makes MGM uniquely poised to push to leverage personalized, tech-enabled experiences.

As noted, the state of New Jersey scored $2.39 billion in iGaming revenue in 2024. This fact only reaffirms the importance of connecting online and physical offerings.

MGM’s strategy to enhance BetMGM alongside physical investments, such as the MGM Tower transformation, exemplifies how companies can future-proof in this competitive landscape.

Expected Economic Boost for New Jersey’s Casino Sector

Atlantic City is set to reap significant economic rewards from MGM’s investments.

The Borgata alone contributed $738.1 million in revenue in 2024. However, the ripple effects extend far beyond the dollar figures.

Broader economic impacts:

Tourism Growth: Borgata’s upgraded offerings are expected to attract more out-of-state visitors. This can only boost the city’s hospitality sector.
Local Businesses Thrive: Increased foot traffic translates into more activity for restaurants, bars, and shops surrounding the casino district.
Job Creation: From renovation contractors to operational staff, MGM’s projects support hundreds, if not thousands, of jobs.

Importantly, these investments also reinforce Atlantic City’s standing against regional competition from markets in New York and Pennsylvania.

Licensing and Regulatory Focus for MGM’s Online Operations

New Jersey’s regulatory environment is one of the strictest in the US.

To be honest, MGM’s success here only further underscores its ability to meet complex compliance demands. The company’s team has demonstrated a track record of maintaining transparency while being able to address fraud and promote responsible gambling practices.

The Competitive Edge MGM Brings to New Jersey’s iGaming Landscape

MGM’s BetMGM holds a distinct edge in New Jersey’s bustling iGaming sector.

The nature of this advantage lies not just in its expansive library of games but in how the company maximizes its omnichannel strategy to connect its digital and physical presences.

A significant draw to BetMGM is exclusivity. The platform consistently launches unique games tied to the MGM brand, and that is something competitors simply can’t replicate.

For example, live dealer games from Borgata’s own tables offer an authentic connection between the player and the casino, a feature that elevates the platform.

Additionally, MGM leverages the appeal of its high-profile partnerships and loyalty rewards. BetMGM users who prefer Atlantic City can switch seamlessly between online gaming and enjoying comped accommodations at the MGM Tower.

This creates value-packed experiences that others struggle to match.

Responsible Gambling Initiatives Strengthened by MGM’s Growth

While expansion often invites scrutiny, MGM has stayed ahead of public concerns by doubling down on responsible gambling practices.

This not only protects players but also builds trust with regulators and communities.

MGM’s BetMGM platform is equipped with tools that allow users to set limits on deposits, time spent, and losses, plus the ability to opt in for players seeking cooling-off periods.

Beyond technical measures, the company supports national initiatives like the “GameSense” campaign. These are aimed at educating players about healthy gambling behaviors.

The proactive funding of research into gambling addiction by MGM highlights an understanding of its role in contributing to solutions. Such steps position the brand as a responsible leader in an industry often scrutinized for player harm.

Future Prospects for New Jersey’s Online Casino Players

With MGM’s continued expansion, New Jersey’s online casino players are poised to benefit from a range of innovations and services.

AI is all the rage these days, so features like AI-driven gaming customization are safe to assume to be coming soon to BetMGM.

But another promising avenue is content exclusivity. MGM’s partnerships with game developers guarantee players access to titles that won’t be found elsewhere.

For example, they recently secured a multi-year agreement that secured them the intellectual property rights for game shows “The Price is Right” and “Family Feud.”

This means the company can use the iconic game show themes for online slots, virtual table games, or other non-traditional online casino titles.

Combine this with expanded loyalty incentives, and you are getting a proper industry giant.

Looking forward, the economic and technological growth projected for New Jersey’s online market indicates that players can expect even more cutting-edge features and enriched experiences over the next few years.

I expect MGM to remain at the forefront. The online gambling industry is thriving, and it would be a surprise for me to see BetMGM NJ lose steam in the years to come.