Asian-owned 2UP targets New Jersey's fiercely competitive online gambling market
An Asian-owned company is preparing to enter New Jersey’s competitive online gambling sector. 2UP, led by CEO Marino Sussich, has spent the past year developing its technology and strategy for the I-Gaming market. The move comes as Atlantic City tightens its casino licensing ahead of a planned market opening later this year. 2UP has set its sights on becoming a major player in the global I-Gaming industry. Over the last 12 months, the company has focused on building the infrastructure needed to compete in online poker and casino gaming. Its entry into New Jersey marks a strategic push into one of the most regulated and lucrative markets in the US.
Once the market fully opens by the end of 2024, only 12 casinos in Atlantic City will hold operational licences. This restriction creates a highly selective environment, raising the stakes for new entrants like 2UP. The company’s preparations suggest confidence in its ability to secure a position among the limited number of approved operators. The arrival of 2UP signals growing international interest in New Jersey’s online gambling sector. With only a dozen licences available, competition for market share will be intense. The company’s year-long development phase indicates a serious commitment to establishing itself in this tightly controlled industry.
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