London-listed 888 Holdings stated it plans to launch on-line poker and casino games beneath its own brand in New Jersey this year when the US state ends a ban on net gambling.

World wide web betting was banned by Congress in 2006, dealing a blow to corporations for instance 888 which had setup in the US. Nonetheless, tax-hungry states are now relaxing guidelines, generating opportunities for European players with years of expertise in the sector.

888 already has an agreement to make its technology obtainable to US corporation Caesars Interactive Entertainment, one of many Atlantic City casino operators which can be preparing to move into the on line marketplace.

But 888′s chief executive, Brian Mattingley, said targeting New Jersey’s gamblers with its personal brand should enable it to maximise revenues from the largest and most profitable with the 3 US states which might be opening up their markets.

“We are delivering the platform for Caesars but we’re giving the one-stop shop that 888 is renowned for across Europe,” he said.

“We are really effectively positioned within the US and are working with all the regulators in Nevada, Delaware and New Jersey as these 3 states come to be prepared to open,” he added.

Ralph Topping, chief executive of bookmaker William Hill, warned last week that fierce initial competition for consumers in New Jersey risked making a “bit of a bloodbath”.

Mattingley wouldn’t be drawn on 888′s marketing spending budget for New Jersey but said it would be very carefully controlled.

He mentioned analyst forecasts for total annual gaming revenues of $450m (£292m) from New Jersey looked a “bit rich” but wouldn’t put an exact figure around the size on the marketplace.

888 stated its second-quarter revenues rose 5% to $97m and that third-quarter trading was so far in line with its expectations.