The wave of igaming regulation in the US is characterized by land-based casino brands moving online. For operators it means getting to grips with the many different components that make up a platform and for suppliers it means understanding what a successful land-based to digital transformation looks like, says Hervé Schlosser, CEO and founder of Sportnco.
The US igaming market is very much characterized by land-based casinos moving to online gaming and betting. Close to a year after the repeal of PASPA it shows little sign of slowing down, or even catching a breath. New Jersey took the lead by being first out of the blocks in regulating its sports betting and gaming sector post-PASPA.
The state’s credibility was hugely enhanced by its gambling history, the fact that it had been arguing for regulation for so long and the regulatory structure it has since set up: with suppliers and operators able to work off land-based casinos’ three sportsbook and five casino skins.
The fact that the industry is growing in New Jersey helps considerably of course, but overall it is a sign of a system in good working order when a market functions well and figures are rising just a few months after launching.
The structure of many of the deals, with numerous suppliers providing different products to the same operator, can complicate things to observers unaccustomed to the sector.
In addition, companies that compete so strongly against each other for players must work together and provide specific products for clients they have in common, across different channels and regulatory environments.
For a company like Sportnco, the most interesting aspect of the US igaming sector is the move from land-based to online.
The physical casinos have the licences, brand names and market access; what they need is the sportsbook and gaming technology, while others have the payment systems and player wallets in place.
But when thinking about all the different parties involved in these agreements, it always comes back to the player account management (PAM) system and who runs it.
The account is the core of a betting and gaming platform and whoever manages the player’s money, their personal information and credit card details fulfils the most important part of the set up; while also having the ability to plug in sports modules and solutions, casino games and extra features. And one should not forget that sports betting is a key element for recruiting players.
In truth, as a betting solutions supplier we are just getting to the US and engaging with stakeholders. Nonetheless the conversations we have had have been encouraging and we will continue to have these discussions during Betting on Sports America this week.
More importantly, we have the ability to take brands online with a complete turnkey sports betting solution that includes all necessary functionalities: from web design to software, but also hosting, betting content and trading.
Our solution has flourished in France, one of the toughest regulated markets in the world, since 2010 and includes JOA Casino among its clients, and is now doing the same in Spain, where our clients include a number of casino and land-based brands such as Casino Gran Madrid, Casino Barcelona and MGA, for whom we have managed this land-based to digital transformation.
We will bring this experience with us to the US and look forward to putting it to good use for our clients in this highly promising market.