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DraftKings has continued its transition into a multi-vertical omni-channel organisation, following the addition of a blackjack game into its existing New Jersey facing sportsbook app, reports Online Poker Report.

Coming a short time after its sportsbook debuted within The Garden State, DraftKings has launched the first phase of its online casino platform, with blackjack the only game currently available.

DraftKings Casino falls under the licence of Resorts Atlantic City, which also operates its own NJ online casino, and is currently live on the Android platform, the only one currently available, with more games to follow when it debuts on Apple devices in the near future.

Emphasising that the company has no desire to offer online poker within any state across the US, the prospect of FanDuel following the DraftKings lead has also been speculated, with similar such moves having previously been undertaken.

One such possibility, in the long-running battle for market share, according to chief executive officer Kip Levin, could see the rebranding of the existing Betfair NJ online casino to FanDuel colours, utilising the brand which is undoubtedly much more of a household name within the organisations target market.

Earlier this month New Jersey’s igaming market continued to thrive as the land-based industry continued to be hit by increased competition, whilst the regions sports betting revenues also recovered from a relatively lacklustre showing the previous month.

Online casino win for November came it at $26.9m, a 30.7 per cent boost from 2017’s $20.6m, contributing to overall revenues for the month of $257.3m, up 24.7 per cent on the previous years $206.4m.

New Jersey’s burgeoning sports betting market recovered somewhat from October’s 51 per cent month-to-month decline, posting $21.2m in revenues as opposed to the previous months $11.6m, whilst Resorts was the sole land-based property to record a profit, reaching $16.4m, a 9.9 per cent boost from $14.9m.