igamingbusiness . com
CASINO & GAMES
Feet in both camps : L & W embraces both online and land-based verticals
wants to change that . It has outlined its position and Wilson believes it ’ s having an impact . “ I think you ’ re starting to see some traction with new states looking at legislation that says to operate here you can ’ t be in black markets – the regulators can ’ t be seen to be supporting black market activity .”
2024 : THE YEAR OF US IGAMING ? If Matt Wilson has managed to succeed in shepherding Light & Wonder into its new , simplified era , as well as unlocking new capital and – potentially – new markets , US igaming remains a work in progress .
Mature markets in Europe and the UK , he explains , are now digital-first territories where players ’ first exposure to gambling happens through a computer or a smartphone . Online is the players ’ path to market .
In the US , the players ’ path to the online market takes them through the casino floor . As the only show in town for the past 40 years , players are “ already a bit conditioned to like certain types of games ”. Wilson points out that Light & Wonder specialises in these titles and franchises , although he ’ s confident there ’ s room for digital-first titles to triumph over time .
“ There ’ s still space for lots of different types of games , but these tentpole franchises players have been playing for many years win out ,” he says . “ Blazing Sevens is a brand in our portfolio . It ’ s been around for 40 years . We ’ re reviving
that from the land-based business to move into our digital ecosystem .”
OMNICHANNEL ECOSYSTEM While the casino floor is what the US player knows and loves , that doesn ’ t mean there ’ s no interest in other channels . Light & Wonder ’ s research shows land-based players tend to dabble in social casino or igaming , where permitted .
“ When you look at the younger demographic , that younger cohort of players , they ’ re almost demanding it . You have to be digitally enabled , otherwise you ’ re going to miss out on the opportunity .”
Even if it ’ s one that hasn ’ t quite emerged just yet . Wilson admits it ’ s “ not moving at the pace we ’ d like , but you have to believe in the next five to 10 years , there will be a huge step forward in the digitalisation of gaming markets all over the world – because it ’ s happening in black markets ”.
“ It ’ s already happening . Let ’ s regulate it , for tax that drives benefits for states , drive some responsible gaming initiatives around it .
“ You can do it in a healthy way , in a protected way . I think as governments become more comfortable with that , you ’ ll see further and further regulation .”
Light & Wonder is thriving across all three verticals ; should US and Asian opportunities open in 2024 it would be hard to dispute that Wilson has brought the sparkle back to the business .
“ Regulators need to take a long hard look about who ’ s operating in their ecosystem and whether they are comfortable with that ”
32 • ISSUE 135 • ICE LONDON 2024