Golden Nugget Leads The Way On Gaming Branding Among NJ Online Casinos

Golden Nugget responsible gaming

Golden Nugget is the runaway revenue leader in the New Jersey online casinos marketplace, but that’s not the only front it is leading on.

The Rutgers University Center has also singled out the online gambling site for Gambling Studies for its responsible gaming branding.

Golden Nugget leads the way

In a 2015 report on gambling in New Jersey, Rutgers researchers recommended New Jersey sites use a gaming logo.

Rutgers reasoned:

“Only one provider — Golden Nugget — produced the logo in the required colours (both logged in and logged out) at the peak of the page in a size that a patron can identify. We would urge the DGE to reevaluate and revise the branding requirements, using the Golden Nugget deployment for a model.”

The Rutgers report went on to point out:

“Overall, there was variation in branding across sites in this initial period… A vast majority of providers reduced the logo to a size that makes it impossible to read the words “Responsible Gaming” and buried the logo at the bottom of the display amid other financial and business logos.

That appears to be true, although it appears that at some point as the 2016 Rutgers’ report the logo moved to the bottom from the screen’s top. To its credit, Golden Nugget’s RG logo is the one that is readable.

What other NJ casinos do

Only one casino, Harrah’s, has the logo at the top of the page, but it is very difficult to read.

On the other side of the Spectrum is Tropicana. The logo on its casino homepage is buried in the bottom, barely readable, and in white and black.

Caesars, Resorts and Borgata have similarly sized and placed RG logos.

No evidence that RG logo placement hurt business

Is anybody’s guess, the vast majority of casino sites in New Jersey are avoiding prominently displaying these trademarks.

It certainly doesn’t appear to be having a negative impact on business. Golden Nugget has the logo and is the runaway earnings leader in the marketplace. Tropicana brings up the rear when it comes to revenue and has the least prominent RG logo.

Here’s March 2018 online gambling revenue by operator:

Golden Nugget and subbrands: $8,655,240
subbrands and Borgata: $4,583,234
Caesars and subbrands: subbrands and $ 4,412,034 Resorts: $4,234,904
Tropicana and subrands: $3,694,798

Correlation doesn’t equal causation. But there doesn’t appear to be any proof that a prominently displayed RG logo will cost you customers. And when it did, are?

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