iGaming Business – Online gambling operator 888 Holdings and internet betting exchange Betfair have been gearing up for the launch of online gaming in the US state of New Jersey.

888, which reported earlier this week a 19% increase in casino gaming revenue during the third quarter of 2013, is already operating in Nevada, but its operations are set to go live in Delaware as well as New Jersey in the coming weeks.

“California is the prize,” 888 chief executive officer Brian Mattingley said. “We are working flat out to identify some quality partners out there.”

Meanwhile Betfair has unveiled a new ‘Let’s Play NJ’ marketing campaign ready for the launch of online gaming in New Jersey.

Splash pages on the firm’s LetsPlayNJ.com and BetfairNJ.com announce that “Betfair is Coming to New Jersey” and prompt players to sign up to Betfair’s mailing list in order to receive various updates.

Social media accounts of Facebook and Twitter have also been set up to complement the campaign.

There are also reports that Betfair has linked up the Trump Plaza Hotel and Casino in Atlantic City to secure a New Jersey land-based casino licence, but neither party has confirmed this arrangement.

Despite the launch of the campaign, neither Betfair nor 888 Holdings have received final approval for online gaming in the US state.