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US iGaming: Three predictions for 2024

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Paddy Casey, Co-Founder at sports betting and iGaming developer The Unit, lists what we can expect from US iGaming in the coming year, covering regulation, the battle for market share and the importance of martech.

 

  1. iGaming continues to flex its muscles

Internet gaming continues to generate extraordinary revenue in the states that have legalized and embraced it. In October, for example, Pennsylvania’s iGaming revenue was up 24% month-on-month to $154.8m; a record month for the state where the total equates to a whopping 3x the sports-betting take. Pennsylvania is by no means a standout state, as New Jersey reported a 13% year-on-year increase in iGaming revenue for September, to $166.8million.

Where iGaming is fully regulated (as we’ve seen in the six states where it is live currently, with Rhode Island expected to launch fully in Q1 or early Q2 in 2024), it drives significant revenue for the state and offers a safe and protected environment for entertainment versus offshore, unregulated casinos. As states look to plug holes in the post-pandemic era, we anticipate at least two or three states will legalize igaming in 2024, with Indiana and New York being the obvious contenders to begin that process early in the year.

As has been the case since the birth of online gaming in the late 1990s and early 2000s, there are obvious fears about problem gaming and revenue streams moving away from bricks-and mortar casinos. Legislators will drive tough, and hopefully innovative, legislation to protect land-based casinos while paving the way for iGaming, which should in fact complement the land-based casinos. Players, much like music fans, will demand access to ‘live entertainment’; whether that’s in Madison Square Garden cheering on Billy Joel, or listening to Piano Man at home while watching the NFL.

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The omni-channel experience with iGaming will become more important as BetMGM for example, can deepen its relationship with players through innovations such as its New Jersey Dual Play Roulette, which offers a truly immersive omni-channel experience. Add this to possibilities around loyalty schemes for resort stays, and this will prove super crucial in the CRM and LTV lifecycles.

Aside from the obvious heavyweights, brands which put players first, treat them like the central stakeholder they ought to be, and personalize the user experience through unique and engaging product and gaming content will be the winners.

 

  1. Competition creates cash

This year has been a rollercoaster, in terms of acquisitions and market exits. Kindred recently announced it will be leaving its North American experience behind as quickly as possible. Fanatics can now access every key sports betting state via its PointsBet USA acquisition and Penn Entertainment is planning to shoot for the stars by rebranding its sportsbook as ESPN Bet. Add DraftKings, FanDuel, Bet365 and BetMGM into the ring, and that is one hell of a battle for a share of players’ wallets.

Fanatics and ESPN Bet will most likely use their huge marketing budgets to attract the Gen Z bettors and casual sports fans. Winning the battle to attract, and more importantly retain, this key cohort of players will be significant. Marketing dollars will not be enough; product innovation will be crucial in the attempt to give players the experience they demand. They will demand to be entertained in ways they experience elsewhere.

Outside the ‘big three’ of FanDuel, DraftKings and BetMGM, in terms of US gaming market share, it will only be companies who continue to evolve and innovate their own offering that can close the gap. The likes of Entain and Angstrom, who are well known and have large wallets, can buy the maturity and experience needed. They can make inroads with the quality of their product and people, as well as via the acquisition of operators and challenger brands (particularly when more states go live with iGaming).

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  1. Marketing tech and needle-like focus on ROI

With the big three effectively owning the sports-betting market and making gains in the iGaming space, the chasing pack will need to innovate with needle-like focus on ROI.

Martech is crucial for success in an industry that is seeing shifts in CPAs and one that has historically not merged fragmented data very well. As there is no real single view of acquiring through to retention, and almost zero real data, technology is holding operators back in the battle to retain Gen Z bettors and give them the experiences they demand; i.e. personalization.

Therefore, a holistic 360-view of customer data which is then deployed across multiple marketing channels is the key to being competitive in this landscape. As biddable platforms rely more and more on AI, it is essential that data which is representative of quality customers is used. As experienced industry veterans know, standard first-time depositor data is not enough. In fact, relying on incomplete customer insights can be detrimental to revenue.

As we all know, customer acquisition is only the starting point. Retention and cross-sell is essential to delivering the return on ad spend required to sustain campaigns in this competitive market.

The front-of-mind game is where the winners and losers will ultimately be determined. There is no personalization without sufficient marketing technology integration. Personalization is a key cog in the retention machine you must be leveraging.

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As a result, a full martech stack is needed to operate an effective marketing department. The gap between the haves and have-nots in this space will widen not just year-on-year, but also month-on-month.

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Amusnet Introduces “Tournaments” to Elevate Online Gaming Engagement

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Amusnet has introduced its latest promotional tool designed to enhance player engagement and boost operators’ performance. Tournaments reinforces Amusnet’s commitment to excellence, ensuring that its global network of partners can thrive in a competitive landscape and enjoy sustained success in the ever-evolving online gaming industry. With an intuitive interface, customisable tournament formats and seamless integration, this powerful tool is set to upgrade the online gaming experience and increase retention.

This versatile promotional tool enables operators to create highly engaging, dynamic tournaments that captivate players and encourage continuous participation. Whether it’s a time-limited challenge, a leaderboard-driven contest or an exclusive high-stakes competition, the tool offers complete flexibility to tailor rules, prizes and winning criteria to any gaming audience.

By implementing Tournaments, operators can enhance retention, increase activity and upscale revenue with its key features:

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• Quick & Easy Setup – Create tournaments seamlessly with intuitive tools.

• Customisable Rewards – Offer cash, free spins or exclusive prizes.

• Diverse Win Criteria – Set different conditions for varied gameplay styles.

• Seamless Integration – Effortless integration into the Amusnet system for a smooth experience.

• Increased Retention & Revenue – Drive higher engagement and bets with Recurring tournaments.

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Designed to boost engagement, the tool empowers operators of any scale to run dynamic, competitive events, providing endless possibilities for exciting gameplay experiences. Tournaments can be easily accessed through the newly upgraded Client Portal, where operators can request activation via the dedicated Request Form. With a seamless and efficient interface, the portal ensures partners have everything they need to optimise their gaming offerings and drive long-term success.

The post Amusnet Introduces “Tournaments” to Elevate Online Gaming Engagement appeared first on European Gaming Industry News.

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TaDa Compares the Market for Fishing-Shooting Games

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TaDa Gaming continues to raise awareness of its unique fishing-shooting games through its recently launched Fi/Sh Experience Campaign.

Combining fishing, shooting and gaming, the new vertical offers strategic gameplay, with players targeting specific fish based on their multiplier value. With each shot fired placing a wager, it is the equivalent to a spin on a slot game, making fishing-shooting games recognisable, RNG, casino entertainment products.

However, fishing-shooting games offer a completely different player experience to spinning the reels and so TaDa began its 2025 global roadshows at ICE Barcelona with the aim of demystifying these exciting releases.

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A key takeaway is in understanding the difference between slots and fishing-shooting games. With no reels or paylines, players target and shoot fish or creatures to win rewards from successful hits.

Unlike slots, this requires strategic decision making as to: target choice based on multiplier value or facility to trigger a bonus game; choice in weapons used; and an understanding of how to benefit from the many exciting bonus features including Power Ups, Immortal Bosses and Awakening Events.

The option to choose one of three “rooms” based on different volatility and wager levels in the same game gives players choices that do not usually exist with slots and makes every experience more personalised.

Graphics and animations are comparable to video gaming while real time shooting mechanics, alongside multiplayer capability, ensure fishing-shooting games are not an alternative to slots but a whole new experience.

In-built tutorials, demo play options and on-screen tips alongside a detailed paytable to provide a clear roadmap for successful play mean TaDa games deliver a straightforward and safe experience for all types of players to try these new titles.

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Ray Lee, Director of Business Development at TaDa Gaming, said: “Many players have gravitated to our fishing-shooting games looking for skill influenced gameplay, strategic choices, a more interactive and dynamic experience and multiplayer options.

“The flexibility in starting with a low volatility exposure and being able to change options within the same RNG game is very appealing. There is also the recognition that the wager process is similar to slots which makes players more comfortable.

“Furthermore, our releases including Bombing Fishing, Mega Fishing and Jackpot Fishing are localised for different markets and we have also optimised download times for superlight deployment making the games attractive across multiple demographics and jurisdictions.

“We are very excited about our fishing-shooting games and are delighted to be working to make them ever more accessible to players and operators.”

The post TaDa Compares the Market for Fishing-Shooting Games appeared first on European Gaming Industry News.

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ZEAL Network CEO Helmut Becker Will Not Extend His Contract Beyond January 2026

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Dr. Helmut Becker, CEO of ZEAL Network, has informed the Supervisory Board of the company of his decision not to extend his contract, which runs until January 31, 2026. The 56-year-old has decided to pursue his own entrepreneurial activities in the future after many years as a top manager. Dr Becker will then leave the company after more than twelve years on the Executive Board of ZEAL Network SE, including more than ten as CEO. He will remain fully committed to ZEAL as CEO until the end of his contract term and will ensure a smooth transition of his duties to a successor.

“ZEAL is in an excellent position to continue to grow in the future. After almost ten years as CEO, I have decided that now is the right time to pursue my own entrepreneurial endeavours. This has been a difficult decision for me. I will especially miss our exceptionally strong team and the unique culture we have built together, characterised by innovation, customer focus and team spirit. I will continue to work hard until the end of my term to achieve the goals we have set together,” said Dr Becker.

Dr Becker informed the Supervisory Board of ZEAL Network SE about his decision at an early stage, and the Supervisory Board will immediately initiate a structured process for the succession of the CEO.

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Peter Steiner, Chairman of the Supervisory Board, said: “The Supervisory Board of ZEAL Network SE has noted with great regret Helmut Becker’s decision not to seek a contract extension. Helmut Becker has played a decisive role in taking ZEAL’s business development to a new level. Under his leadership, ZEAL has established itself as a market leader in the online lottery market, significantly expanded its customer base and crucially broadened its offering through innovative product development. On behalf of the Supervisory Board, I would like to thank him for his outstanding commitment and strategic vision. We wish him all the best for his personal life and professional career.”

Dr Becker has been CEO of ZEAL Network since September 1, 2015, after serving as Chief Marketing Officer (CMO) for over two years. Prior to joining the Executive Board, he was a member of the Supervisory Board of ZEAL for two years. Previously, he served as Chief Commercial Officer on the Management Board of XING AG and held various management positions at eBay Germany and as a management consultant at McKinsey. As CEO, Dr Becker was responsible for the acquisition of LOTTO24 AG, the return of ZEAL to Germany and the expansion of the portfolio to include freiheit+, Games and Traumhausverlosung.

The post ZEAL Network CEO Helmut Becker Will Not Extend His Contract Beyond January 2026 appeared first on European Gaming Industry News.

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