GVC Holdings has announced that it has reached a landmark agreement with Ainsworth Game Technology (AGT), to exclusively launch the company’s range of proprietary slot games in New Jersey’s online casino market.
The multi-year agreement means that GVC’s New Jersey platform, which powers both the MGM and Borgata gaming brands, will initially launch around 20 of AGT’s slots, with multiple additional games added on a monthly basis.
Under the terms of the agreement, GVC has a six-month period of exclusivity to launch AGT’s titles on its network, which also includes the popular GVC owned nj.partypoker and nj.PartyCasino brands.
The content is set to be in an instant online hit with New Jersey casino customers, who already enjoy AGT’s hugely popular slots at many of the State’s land-based casinos. AGT is one of the largest suppliers to the State’s bricks-and-mortar casinos, with a market share nearing 10% thanks to titles such as Mustang Money, Electric Nights King Strike and Wild Fire Riches – all of which will be available exclusively on GVC’s network later this year.
Welcoming the agreement, Kevin Allan, GVC’s President of New Jersey Operations stated: “This is fantastic news for both our B2B partners and the wider casino playing public of NJ. The online market has been stagnant for too long, with many casino’s offering a similar line-up of content. Ainsworth are helping us to really shake things up, bringing an entirely new collection of standout titles which are sure to be a major attraction and point of difference for our network.”
Today’s announcement comes on the back of the recent roll-out of more than 30 titles created by GVC’s in-house development studio and further enhances the network’s differentiation from other operators in the market.
Jason Lim, General Manager for Ainsworth Online, said: “We are excited to be partnering with the GVC Group for New Jersey and look forward to providing Ainsworth’s land based content online.”
Steve Nathan, VP Online Gaming at MGM Resorts added: “We are extremely pleased to have this exclusive deal in place with Ainsworth for the New Jersey market. We are looking forward to giving our players access to some of the best and most recognised games in the industry”
Andy Whitworth, GVC’s Head of Content and Commercial Management, concluded: “We are absolutely delighted to be partnering with Ainsworth and facilitating their entrance into the New Jersey market. Of all the many, many deals we have completed over the past 18 months, this is the one I’m most excited about. It will be a real game-changer in the highly static NJ market, which is hindered by a limited range of content.
“Strategically, securing Ainsworth’s market leading OMNI-content is huge for GVC, MGM and Borgata. Being able to offer their games on our network six-months ahead of the market is a massive advantage for us and – combined with the introduction of our exclusive in-house titles – creates an offer that cannot be found at any other operator in the State.”