When it comes to what is popular in the nascent iGaming market of North America , Playtech asserts that while sports betting states continue to outnumber iGaming compatriots five-to-one , official state reports surprisingly reveal that igaming accounts for some 40 percent of aggregated online and sports betting GGR in the U . S .
inclusion alongside a broader contribution to the communities in which we operate .”
As part of this strategy , Playtech has detailed that it is committed to investing in responsible gambling technologies to build a safer and sustainable industry . This effort has so far included the 2017 acquisition of responsible gambling analytics solution provider Betbuddy alongside the integration of safer gambling solutions into the company ’ s IMS platform .
American Adventure
Playtech entered the budding iGaming market of the United States in Q3 2020 via its Playtech USA arm . The company initially followed a content-first approach by exploiting existing relationships to launch with New Jersey ’ s BetMGM , Party Gaming and Borgata brands before subsequently rolling out its online casino software in the Garden State with Bet365 .
Weizer says the strict regulatory regime attached to New Jersey ’ s iGaming environment presented its teams with the “ perfect litmus test ,” as its initial expansion phase encompassed a focus on entering as many states where iGaming is legal before going on to grow its market share .
Playtech has since secured multi-product relationships with the likes of Parx Casino , 888 and Pokerstars , and is now licensed in eight American states , including Ohio , where it recently introduced a range of Class C retail sports betting kiosks via a partnership with Gold Rush Gaming .
Playtech ’ s American presence furthermore stretches to content and live-dealer studios for iGaming domains in Michigan as well as New Jersey , where the BetParx service is utilizing its IMS platform . The company noted that “ further live facilities are progressing in Pennsylvania among other locations and where iGaming is most popular ,” while it has recently grown its local operational and backoffice teams “ in order to accelerate its presence in the region .”
The company admits that it entered the U . S . iGaming market later than many other European firms , but nevertheless believes that its success will be assured by the wide range of high-quality technology and capabilities it offers . It describes this portfolio as instrumental , as it looks to accelerate market penetration and deliver compelling and entertaining experiences that will simultaneously help partners to grow their businesses responsibly .
Canadian Capacity
In Canada , Playtech describes the province of Ontario as “ an exciting new iGaming environment ” where the regulatory framework has been designed to maintain high standards across a number of areas including responsible gambling .
The firm inked a wide-ranging software and services agreement with NorthStar Gaming in December 2021 before going on to extend this relationship so as to allow the Toronto-headquartered operator to utilize its Playtech Protect advance alongside its live-dealer , poker , bingo and casino innovations .
Prominent Pursuit
When it comes to what is popular in the nascent iGaming market of North America , Playtech asserts that while sports betting states continue to outnumber iGaming compatriots five-to-one , official state reports surprisingly reveal that igaming accounts for some 40 percent of aggregated online and sports betting GGR in the U . S .
Playtech now employs over 130 people in the United States , and declares that it is “ well-placed to serve and support the needs of American iGaming clients ” across a wide range of critical areas from sales and information technology to project management and compliance .
Playtech also has noted it will only seek to deploy its retail sports betting technology “ where and when this is financially and strategically viable .”
Admirable Ambition
When it comes to what would constitute success for Playtech in the U . S . and Canada , it is intent on “ replicating its success by becoming a leading supplier in the Americas ” and “ securing a significant market share ” as well as a “ presence in all states where iGaming is legal and competitive .”
The firm furthermore notes that it is consequently hoping to develop even more strategic projects that will help it to open up new revenue streams and further increase its standing while deploying safer gambling technologies and its “ almost unparalleled library of top games ” to a large club of American and Canadian partners .
“ Our team ’ s depth and breadth of expertise forms the foundation for delivering the quality technology , must-have engaging content and reliable service that will make us a partner of choice as we expand across the United States and Canada ,” says Weizer .
20 Global Gaming Business APRIL 2023