In December 2025, the New York Gaming Commission granted licenses to Resorts World, Hard Rock at Metropolitan Park and Bally's, allowing all three operators to build new, dedicated casinos.
Throughout, land-based casino operators in New Jersey quietly monitored the years-long certification process. While its neighboring state – and competitor – expanded its roster of retail establishments, New Jersey's stringent policies confined the casino industry to Atlantic City only.
When it became clear that regulators would welcome each of New York's triad of applicants, legislators and operators in Atlantic City raised the alarm.
Now, three months on from New York's decision to distribute licenses to three major groups, some New Jersey firms are working with lawmakers to strike back with new casinos of their own.
Casinos pitched for northern New Jersey
According to the New York Times, two New Jersey operators have pitched ideas to establish a retail casino presence in the state's north.
It is anticipated that expanding New Jersey's casino industry will maintain – or even increase – current foot traffic. By honing in on the north, operators would seek to directly compete with New York for the same consumers.
Figureheads at Monmouth Park and Meadowlands are particularly eager to deliver on a campaign in northern New Jersey, citing possible revenue and tax losses to those located across the Hudson River.
Those fervently behind the proliferation of New York's retail casino scene have already drawn up schemes to combat New Jersey's budding strategy.
But, conveniently for New York, New Jersey's main opposition actually stems from inside the state itself.
Atlantic City stands as the sole locale in which casinos may legally operate in New Jersey. For those with a foothold in the area, relinquishing that power is out of the question – even if it means losing customers to New York.
Atlantic City devising strategy to beat New York independently
Atlantic City was granted exclusive oversight of casino ventures in New Jersey in 1976, with the first venues opening two years later.
Five decades removed from that momentous amendment, power brokers remain opposed to statewide industry expansion.
In South Jersey, Chairman of the Atlantic County Democratic Committee Michael Suleiman branded New York City's imminent casino launches as "an impending meteor" for Atlantic City operators.
Yet, in the face of possible doom, both Suleiman and Atlantic City Mayor Marty Small Sr. believe independent industry preservation represents the best path forward.
Should a tangible movement to expand state gambling facilities gain traction, Suleiman outlined that his colleagues would need to "defeat" those legislative measures.
For leaders already anxious of New York's fast-growing industry, it could well be that in-state expansionary efforts to retain New Jersey's status as the 'Las Vegas of the East Coast' are viewed as an equal threat.
A key question must now be answered by Meadowlands and Monmouth Park casino expansion lobbyists: If Atlantic City's fears are not grounded in reality, how can expansionists prove that industry development would not negatively impact the region's performance?
For those on the side of gambling growth in the state, a compromise must be found…
Casino lobbyists seeking active dialogue with Atlantic City bosses
When Resorts World's New York City casino opens, New Jersey's dominance over the east coast retail industry will be eroded further; Virginia and Pennsylvania already offer land-based casinos.
Racinos had dominated the New York retail gambling scene prior to last year's successful license applications. But, from 2026 through 2030, the phased opening of New York venues will bring an unprecedented challenge before New Jersey's industry leaders.
Although Atlantic City has shown little interest in collaborating with operators planning locations outside the southern area, Meadowlands owner Jeff Gural argues that both sides of the aisle must meet to discuss protective measures against New York:
"Our plan is to sit with the Atlantic City casino industry and come up with a plan to protect their interests," explained Gural.
One official representing Atlantic City's interests, Assembly Democratic Leader Louis Greenwald, conceded that: "an idea of this magnitude is worth the conversation".
Greenwald, who has long stood alongside influential businessman and Atlantic City protectionist George E. Norcross III, stated that framework and revenue queries are "worthy" of a discussion.
However, some corners feel that any attempt to outperform New York is already without promise. Marc Edelman, Professor of Law at Baruch College, sees only one winner in this battle:
"This seems to be a last-ditch effort to try to preserve some market share and to attempt to get some people from northern New Jersey to bet locally," said Edelman: "I don't think at this point building additional casinos will meaningfully grow the market for betting."
Legislation to legalize NJ gambling expansion introduced
Lawmakers must act quickly if New Jersey is to create competitive gambling infrastructure in the northern part of the state.
Two Democrat Senators are spearheading the charge – Vin Gopal and Paul Sarlo have issued legislation to broaden that state's legal parameters for retail gambling and allow the Monmouth and Meadowlands racetracks to host casino amenities. Sports betting is already available at both venues.
Discussing the Bill, Sen. Gopal presented a succinct argument: "We're already doing sports betting on site, we're already betting on horse racing on site. Gambling is already happening. How is this any different?"
Crucially for Atlantic City, the Bill proposes that 10% of all casino revenue gathered by northern peers would be used to fund tourism in the south. Further, operators would be required to pay a licensing fee akin to the $500m levy in New York.
Public opposition in NJ
The public opposition will be a significant hurdle for this measure, however.
In 2016, a referendum was held to determine whether New Jersey operators could open casinos outside Atlantic City. Voters strongly favored maintaining the status quo, shooting down the proposal by four-to-one.
Former state Governor and current American Gaming Association advisor Chris Christie supported expansion in 2016. He suspects that despite increasing pressure from New York's burgeoning casino scene, public sentiment has not sufficiently swayed to overturn the result seen a decade ago:
"There's nothing I've seen over the last 10 years that would lead me to believe that there's a real hunger for more casinos in New Jersey," said Mr. Christie.
With 2.7% annual growth reported in 2025 and revenue hitting $2.9bn, Atlantic City is far from a fallen giant. But those figures precede New York's multi-billion-dollar casino projects.
Should this gambling legislation succeed, a referendum may be held as early as November 2026.
