TEN is the name of the still-closed Atlantic City megaresort and casino that used to be Revel.
This Atlantic City casino property’s story began in April 2006 when Morgan Stanley bought the property across from the Showboat Casino Hotel for $70 million and chose Revel Entertainment to develop and operate a casino on it. In 2007, plans were revealed for a $2 billion casino hotel with two 700-foot towers. The project was expected to be completed in 2010.
Trouble plagued the construction, financial and otherwise. Revel sought tax breaks and loans to help finish construction, and the opening date was pushed back several times. On April 2, 2012, Revel did open, but it filed for bankruptcy within a year.
The hotel and casino was shut down in September 2014. Florida developer Glenn Straub eventually bought it out of bankruptcy court for $82 million in 2015. Straub had difficulties obtaining the necessary state and local permits to reopen. After rebranding the property as TEN, he was forced to push back the relaunch date several times.
The facility is still in the middle of the regulatory and licensing process. However, Straub claims he has leased out gaming operations to Connecticut developer Robert Landino. And while Landino now awaits casino licensing approval, Straub is planning to reopen the hotel side of the property on June 15, 2017.
At one time, the property contained 13 restaurants, a 32,000-square-foot spa, 55,000 square feet of retail space, and a parking garage with more than 7,000 spaces. It also housed as many as 1,400 hotel rooms, two theaters, three nightclubs, a day club, five pool areas, and as much as 130,000 square feet of gaming floor space.
There’s no telling what configuration the hotel and casino will feature when it eventually reopens. But if the casino is going to compete in the increasingly sophisticated Atlantic City market, it will likely lean toward launching an online companion platform sooner rather than later.
Marketing, promotions, and rewards
If TEN wants to dive in now and compete in the NJ online gambling market, it will need to offer one of the largest libraries of online casino content and most robust NJ online casino new player bonuses available.
Jumping into the game this late means TEN will have to offer a huge variety of casino games and the best deposit bonus offers to attract new players. Some work also needs to be done to repair a brand synonymous with failure, bankruptcy, and opening delays.
Expect TEN to offer a player loyalty program that allows players to weave seamlessly through both its online and land-based casino offerings. It will need to take advantage of all the cross promotions it can to draw crowds to Atlantic City’s newest megaresort, in person and on the internet.
Online casino software
If TEN wants to carve out a space of its own in the increasingly competitive New Jersey online casino market, it is going to have to offer online casino and poker clients that are easy to use, fun, and offer more value to players than most. It should be a snap for players to get online, download any software, and use it with all operating systems and browsers.
As usual, players will be expected to install a geolocation plug-in, but TEN needs to help make that process seamless.
The Golden Nugget online casino has proven that bigger is better in the NJ online casino game than it is on the land-based side. If TEN wants to compete, it’s going to have to get big fast and better faster.
Great software is a must. Entering into as many third-party partnerships with online gaming solutions providers as it can is the way to go about providing such software.
Online gaming software partners with a foothold in the New Jersey market already include:
- High 5 Games
- Scientific Games Corporation
- 888 Holdings
- GVC (bwin.party)
Games at TEN NJ online casino
TEN needs to offer a comprehensive selection of video poker games, including basics like:
- Double Bonus Poker
- Double Double Bonus Poker
- Deuces Wild
- Jacks or Better
- Bonus Poker
Blackjack at TEN NJ online casino
TEN will need to offer a wide variety of blackjack games as well, with basics including:
- Single Deck Blackjack
- Multihand Blackjack
- Atlantic City Blackjack
TEN online casino slots
Slots are always the largest offering on a NJ online casino site. Some offer hundreds; TEN will want to be one of them.
The online casino will also want to focus on the progressive jackpot slots that draw players. Expect to see TEN roll out some of the most popular slots on the market from launch, including:
- Jimi Hendrix
- Michael Jackson: King of Pop
- Guns n’ Roses
- Iron Man 2
- Deal or No Deal
- Super Monopoly Money
TEN will likely want to offer a comprehensive casino and gaming experience online. This includes a variety of casino games people play in land-based casinos and online. TEN may consider offering online poker, live dealer games, and, at the very least, the following popular casino games:
TEN mobile casino app
Any TEN mobile gaming application will need to be as robust as the main casino site in order to compete. The app should be available for smartphones or tablets and on Android or iOS platforms.
The goal should be for the TEN mobile casino app to come as close to mimicking the desktop online casino experience as possible.
Most of the existing NJ online casino mobile applications provide a watered-down version of what is available for desktop users.
TEN must create an easy-to-navigate layout, filled with value-added features. It must provide easy-to-operate account management options and a game library similar to what players find on their desktop.
TEN can seize the opportunity to compete in the NJ online casino market by offering a huge number of games on its mobile app. This means tons of slots, blackjack, table games, and video poker variants.
The software must also be glitch-free. If TEN builds the best mobile app available, it may unlock the key to competing in this market.
Banking options at TEN online casino
TEN’s online casino site should be ready to accept:
- Prepaid cards
- Electronic checks
- Bank wire
- Cash at the TEN cage
Players should be able to receive winnings the same way they deposited money. This will likely include the casino cage in Atlantic City.
NJ online casinos need to offer around-the-clock support across different avenues, including:
- Live chat
- Phone support
- Email support
The TEN online casino is no different, and its customer service team will need to be knowledgeable and friendly.