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Offshore brands gain New Jersey CEB as licensed leaders lose demand
In New Jersey, the licensed brands are losing search demand, while the offshore ones are gaining it
Blask data for September 2025–August 2026 shows offshore CEB in New Jersey growing four times faster than that of licensed and mixed-license brands. Over the same 12 months, most large licensed brands lost Blask Index, while a handful of offshore sportsbooks and casinos multiplied theirs.
Offshore brands took 33.25% of Blask Index in New Jersey iGaming, up from 26.40% a year earlier. The shift came as a step change: before July 2025 their monthly share never passed 30%, and since November 2025 it has dipped below that line only once.
Projected revenue followed search more slowly. The offshore share of CEB (Competitive Earning Baseline, projected revenue) rose from 28.52% to 30.26%.
The search losses sit with licensed brands below the top two. BetMGM, Bet365 and Borgata Online each lost between a fifth and a third of their Index, while FanDuel and DraftKings barely moved. Most of these brands still grew CEB, so the licensed book is losing attention faster than money.
Rainbet, MyBookie, Bons, BetOnline and BetUS added the most Index among offshore brands. Together they gained more than the offshore book did as a whole, because Betplay, betPawa and Bovada shrank. Rainbet alone accounts for over two-thirds of offshore CEB growth, with its projected revenue up more than fivefold.
New Jersey’s licensed brands still turn search into more projected revenue each year. The attention they lose is going to offshore brands that convert it even faster: Rainbet and MyBookie grew CEB two to three times faster than their search.