BetMGM unveils revamped Borgata product
Legacy online casino brand refreshed with a host of updates including navigation tabs, unified accounts and rewards hubs, and a 'favourite' and 'recently played' games feature
BetMGM has announced a major revamp of Borgata Online in Pennsylvania and New Jersey, months after CEO Adam Greenblatt called the long-standing brand a “sleeping giant”.
Featuring 4,000 titles including 250 exclusive games, BetMGM says the new-look Borgata will include the most significant since its launch 13 years ago.
Updates include top navigation tabs, a bottom navigation bar, a refreshed account hub centralising player information, and a new ‘favourite‘ and ‘recently played‘ games feature that can be launched straight from the home screen.
The upgraded platform will also contain a new rewards hub, which will unify promotions, Borgata rewards points and MGM rewards tier status.
Borgata was awarded New Jersey’s first internet gambling licence in October 2013, forming part of a ‘soft-launch‘ when legal online casino first went live in the state one month later.
Matt Prevost, chief revenue officer of BetMGM, said: “Borgata wrote the first chapter of legal online gambling in 2013 and now we are writing the next one.
“Borgata players are some of our most engaged and loyal customers, so we wanted to ensure their experience reflects the exceptional quality that has become synonymous with the Borgata name.
“Borgata provides a seamless connection to online and in-person experiences and exemplifies what a legal, regulated online casino can achieve.
“This latest product investment underscores how seriously we take our responsibility to players, regulators and all who have made Borgata Online what it is today.”
In May, BetMGM brought in gross revenue of $34.6m, while Borgata earned $22.4m. Year to date ending April, BetMGM made $166.7m and Borgata $108m.
In the earnings call after BetMGM’s Q1 results in April, Greenblatt cited the planned Borgata refresh as a positive driver for its $500m EBITDA target for 2027.
“Our sleeping giant of a casino brand, Borgata, is particularly relevant in the Northeast,” he told analysts. “We’re refreshing that brand and repositioning it for a different audience, a different demographic, to seek to expand our relevance to even more gamers versus the BetMGM core brand and we see no bottom of premium players.”
BetMGM said Borgata has contributed $250m (£189m) in taxes to New Jersey since 2015.