Add one more online sportsbook to New Jersey, and this one is a little bit different.

Come Sunday at 3 p.m. ET, Prime Sportsbook will have its official launch, with betting open until 11 p.m. that day. By Wednesday, it’ll be open for business 24 hours a day, per New Jersey regulations.

See you Easter Sunday @primesportsbook, New Jersey. pic.twitter.com/OiuePwyvRw

— Joe Brennan Jr (@joebrennanjr) March 28, 2024

And what makes Prime different?

“First thing is reduced juice,” said Joe Brennan Jr., the company’s executive chairman. “Instead of laying -110, you’ll be laying -108, and sometimes less. The other thing you’ll see is we welcome all players. Doesn’t matter if you’re Billy Walters or Billy Joe Blow. Everyone gets to bet the maximum amount in a given market, and then they can bet it again.”

Brennan also said bettors, no matter how successful, won’t find themselves escorted out of the virtual premises.

“We’re not chasing down FanDuel or DraftKings,” Brennan said. “We see our biggest opportunity, just like we did in Ohio, is being a substitute for the offshore and street market. We’re offering the kind of betting that’s missing from the regulated market. FanDuel and DraftKings admit offshore and street betting are still substantial. Why is that? Because people who are winners, or people who want to bet large, have to go there. By being able to compete against them with reduced juice, high limits, and no limiting of players, that will help us to capture that offshore money.”

This is the second state, after Ohio, where Prime Sportsbook has launched.

“Some might think it’s a narrow footprint, to offer no frills and decent pricing, decent wagers, and to treat everyone the same,” Brennan said. “But we’ve done a lot of research, talked to a lot of players, and there sure seems to be a lot of opportunity out there to be able to make some gains to allow players to make a decent sized bet and not to throttle them if they win.”

After New Jersey, Kentucky is next on the list of states where Prime Sportsbook expects to launch.