With new sports betting regulation stalling, Amelco’s Brandon Walker is calling the failure to legalize iGaming an “indefensible” missed opportunity for U.S. states.
He explained to SBC Americas how superior platform technology remains the only weapon for challenger brands seeking to disrupt the market’s entrenched duopoly of DraftKings and FanDuel.
SBC Americas: What is Amelco’s assessment of the current state of the U.S. market, and where do you see the most significant growth opportunities over the next 12 months?
Brandon Walker: Realistically, the narrative around new state regulation has stalled. We are simply not seeing the legislative movement required; new bills are barely reaching the state Senate floors. The competitive focus remains on a few major players vying for podium positions in the existing legal states.
The significant growth, however, is being driven by the expansion of iGaming within these existing jurisdictions. As leading land-based suppliers, such as Aristocrat, successfully transition to digital platforms, the familiarity of their games will drive immense demand.
This is a clear opportunity. Amelco is strategically assembling its games portfolio to meet this demand, ensuring we provide players with the digital versions of the land-based content they already know and love.
In the absence of new states, the key to success is making the best of what’s available: leveraging advanced bonusing and engagement tools to drive superior acquisition and retention of the existing player base.
SBCA: Looking at the current state of play, what are the most critical gaps in the U.S. market, and how is Amelco positioned to fill them?
BW: The single most critical, glaring gap in the U.S. market is the lack of regulated, real-money iGaming. Real-money sports betting is maturing, but online casino is where the multi-billion-dollar opportunity is being missed.
Amelco is perfectly positioned to fill that gap the moment any new state legislation passes. We are not waiting for a political green light; we are already delivering the solution. Our complete casino product, underpinned by our proprietary, in-house Bonus Engine, is best-in-class and immediately deployable. When a new state legalizes, we are ready to enable our partners to capture that revenue instantly, all we need is a green light.
SBCA: What is your perspective on the ongoing sweeps saga, and how can the legal market start competing with these alternative models?
BW: The legal, regulated market cannot compete with the sweepstakes models until it is simply allowed to compete. This is a critical point that too many legislators are missing. By restricting legal iGaming, states are effectively shooting themselves in the foot.
The banishment of sweeps in key states without backfilling that activity with legal iGaming is creating a revenue vacuum that only benefits the black market. The amount of lost tax revenue—billions that could be supporting U.S. infrastructure is simply indefensible. The market will only achieve its potential when states offer a legitimate, regulated, and taxed alternative, and that comes down to iGaming legalization.
SBCA: With a hold on new states regulating, what is Amelco’s view on the potential for tribal nations to be a significant driver of online growth? What is their appetite for going digital?
BW: Tribal nations are certainly moving, and we are partnered with several nations who have embraced a digital-first strategy. However, market disruption requires aggressive movement, and in some cases, a traditional, risk-averse approach is holding back that digital progress.
It is understandable why some choose to sell their skins, as competing head-to-head with the largest digital beasts – the DraftKings, FanDuels, Fanatics and BetMGMs – is an incredibly tough undertaking. This is why Amelco is the definitive technology partner for tribal operators. We provide the robust, proven, and powerful platform technology that allows a regional brand to compete on product quality with national market leaders, giving them the necessary competitive edge.
SBCA: There is plenty of talk of FanDuel and DraftKings’ market oversaturation – how long can this stronghold last, and how can challengers disrupt this duopoly?
BW: This is simply a matter of a market needing time to mature. The initial loyalty to the first movers is strong, but loyalty fades the moment a superior product or better value emerges. Look at the U.K.: the average consumer has four or five gambling apps on their phone. The U.S. market will level out in a similar fashion.
While I don’t suggest the duopoly will be toppled overnight, they are not infallible. We are already seeing fantastic challengers, notably Fanatics and Hard Rock, who are successfully eating into that market share. These are companies that understand brand, user experience and the importance of next-generation technology when it comes to apps. Their success, powered by technology like Amelco’s, proves the market can be disrupted with better tech, engagement and user experience.
SBCA: And last but not least, Amelco’s got big plans for further expansion in North America – what’s your big message to the industry for the show at G2E?
BW: Our message at G2E is simple: We have some of the best casino and sportsbook apps on the market. Period. For any existing operator looking to upgrade their product platform, or any challenger brand ready to seriously compete, we are the trusted partner to deliver an end-to-end, market-leading solution.
New regulation aside, the U.S. market holds immense opportunity but capturing it demands a superior product. We are here and ready to offer some of the best tech on the market – our legacy backdates close to two decades of delivering to the world’s biggest brands. We know what it takes to be the best, and we’re here to give challenger brands the chance to take on the likes of FanDuel and DraftKings.
