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Gambling in the USA

Gaming Americas Weekly Roundup – March 1-7

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Welcome to our weekly roundup of American gambling news again! It was again an eventful week in the USA, despite the still-active virus attack.

Here, we are going through the weekly highlights of the American gambling industry which include the latest news, new partnerships and compliance updates. Read on and get updated.

Latest News

Wynn Resorts has entered into a deal with Blue Wire and invested $3.5 million in the sports podcasting network. The deal includes the build-out of a podcasting studio in the Wynn Las Vegas lobby. That studio will host Blue Wire podcast personalities as well as star athlete guests to entice people to visit the hotel, get excited about sports and hopefully place bets on them. Wynn runs a subsidiary business called WynnBet, which handles sports betting, and the team specifically eyed Blue Wire to promote that brand.

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PR agency 5W Public Relations (5WPR) has announced the launch of an online gambling public relations division. The creation of the new division will allow a focused and strategic approach to online gambling, casinos, lotto and sports betting clients. PR services for online gambling and lottery clients include messaging and positioning, media relations, visibility programmes, content creation, partnerships and celebrity relations, digital media campaigns, event planning, thought leadership and speaking opportunities.

Torstar Corporation has announced that it intends to launch an online casino betting brand this year in the regulated Ontario online gaming market. Torstar also announced key additions to its iGaming team, including Gil Steinfeld, a gaming industry veteran with expertise across all product verticals; Don Bourgeois, former General Counsel for the Alcohol and Gaming Commission of Ontario, who will oversee compliance, regulatory and legal matters; and Jim Warren, a senior executive and entrepreneur with 25 years of progressive leadership experience in politics and the gaming and lottery industry.

Connecticut Governor Ned Lamont has announced that the state has reached an agreement with the Mohegan Tribe, owners and operators of the Mohegan Sun casino in Uncasville, to allow new gaming options, including online wagering and sports betting. The deal includes a 20% tax rate on new online gaming and a 13.75% tax rate on sports wagering. The governor’s office said this new agreement will generate “tens of millions of dollars” in additional revenue for the state.

Payments platform PayNearMe has announced enhancements to its iGaming solution that enable U.S. operators to dramatically speed up the market and simplify the deposit and payout experience across a wide range of payment types through a single integration. PayNearMe’s expanded iGaming solution makes deposits and payouts easy for both players and operators.

The National Council on Problem Gambling has officially commenced Problem Gambling Awareness Month. In Ohio, the growing impact of gambling on families and businesses will be the focus of several events during this Problem Gambling Awareness Month.

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Partnerships

Vegas Golden Knights has signed a multi-year deal with UpickTrade, a sports betting recommendation service. Through the deal, UpickTrade has become the Official Sports Pick Service Partner of the Knights. The partnership marks the first sponsorship deal between a Mexican-based company and an NHL club, as well as the first partnership between a professional sports franchise and a sports betting recommendation service.

BetMGM has entered into a deal with Borussia Dortmund and become the exclusive Regional U.S. Partner of the club. The partnership features cross-marketing opportunities as well as fan-focused assets such as social media promotions, and BetMGM customer sweepstakes awarding special Dortmund prizes.

Gambling technology company Playtech has signed a non-exclusive sports wagering deal with Novomatic Americas, a wholly-owned subsidiary of NOVOMATIC AG. The agreement builds on the long-term partnership between Playtech and NOVOMATIC, which jointly operates more than 10,000 kiosks worldwide. The strategic partnership will see Playtech’s sports wagering kiosk systems delivered through Novomatic ActionBook, the US market’s most popular sports wagering kiosk.

New Appointment

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FanDuel Group has appointed Amy Howe to the newly created role of president. Howe joins FanDuel from Live Nation Entertainment, where she served for seven years, most recently as global chief operating officer of Ticketmaster.

Compliance Updates

International Game Technology and Scientific Games Corporation have announced that they have signed a cross-licensing agreement for patents related to cashless slot gaming technologies. Under the agreement, Scientific Games and IGT will be able to offer patented cashless gaming technologies from the companies’ combined portfolios of casino management systems solutions to the U.S. gaming industry.

The Nevada Gaming Control Board has recommended approval of licenses for both William Hill and Bally’s. William Hill US, which has more than 120 sportsbook and kiosk locations across the state and is a subsidiary of the UK-based William Hill Plc, would become the centerpiece of Caesars’ sports wagering operation if the board’s unanimous recommendation is adopted by the Nevada Gaming Commission when it meets March 18.

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Dr. Jennifer Shatley

New Trade Association Launches Unprecedented Effort to Strengthen Responsible Online Gaming, Promote Best Practices

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The Responsible Online Gaming Association (ROGA), an independent trade association launched by seven of the largest U.S. legal mobile gaming companies, will actively promote a new industry-wide best practices charter, overseen by one of the world’s foremost experts in the field of responsible gaming (RG).

This unprecedented effort will be led by Dr. Jennifer Shatley, a deeply respected responsible gaming executive with more than 25 years of experience in the industry. She will serve as ROGA’s full-time Executive Director, and her role will be to facilitate widespread education to all relevant parties on the subject of responsible gaming.

ROGA will embark on a series of initiatives under Dr. Shatley’s direction. These include research, consumer and industry responsible gaming education and awareness, promoting responsible gaming best practices, an independent data clearinghouse, and an independent certification program.

Demonstrating their commitment to this endeavor, initial member companies – who together represent more than 85% of the legalized online sports betting and iGaming industry – have pledged more than $20 million in support of ROGA’s mission in year one. ROGA’s member companies include BetMGM, bet365, DraftKings, Fanatics Betting and Gaming, FanDuel, Hard Rock Digital, and PENN Entertainment.

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“I am humbled, honored, and excited to be selected to lead ROGA during this important period of growth in legalized mobile gaming. Many of America’s largest legal mobile gaming operators will be establishing a framework that helps to aid in responsible gaming education and awareness. Together, our members will work alongside researchers, experts, regulators and stakeholders to promote responsible online gaming and maximize our efforts to support additional responsible gaming education and awareness. By coming together with a clear set of objectives, ROGA and our members will work to enhance consumer protections and help provide easier and more efficient access to responsible gaming tools for consumers to enjoy the entertainment of online gaming,” said Dr. Shatley.

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Compliance Updates

Play’n GO awarded Pennsylvania license 

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Play’n GO has continued on its upward trajectory in North America by landing its latest US iGaming licenses and will soon supply its award-winning content portfolio to operators and players in Pennsylvania and Delaware

These licenses are the fifth and sixth obtained by the Swedish gaming giants in the USA, following New Jersey, Michigan, West Virginia, and Connecticut.

Play’n GO have taken a dual-pronged approach to its strategy in North America, with these US licenses being complimented by the company’s success north of the border in Canada, where Play’n GO was one of the first suppliers to be licensed to supply slot games in the province of Ontario.

Although early in its American journey, Play’n GO games such as Piggy Blitz, make regular appearances in the top 15 most popular titles in all of North America*.

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Magnus Olsson, Chief Commercial Officer for Play’n GO, said: “Play’n GO content is the most conducive to player retention across the industry. With player acquisition costs sky high in the US, we’re pleased to be able to offer operators in Pennsylvania access to our content which will keep players coming back for more.

“We are determined to be the number one casino gaming supplier in every regulated market in the world, and given that we are thriving in more than 25 jurisdictions around the world where we have a license, we fully expect a similar success story in Pennsylvania in the coming years.”

Play’n GO is set to release more than 50 online slot titles in 2024 and is active in more than 25 regulated jurisdictions worldwide, including Ontario, New Jersey, Michigan and West Virginia in North America.

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Experi-MENTAL

Lightning Box concocts scientific experiment with new release Experi-MENTAL

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 Light & Wonder, Inc. (NASDAQ and ASX: LNW) (together with its subsidiaries, “Light & Wonder” or “L&W”) announced the launch of its new game, Experi-MENTAL, stacked with features, modifiers and a clash with the mad scientist.

Experi-MENTAL has two in-game features to enhance the overall player experience.

This 3×5 title, exhibits the distinctive Expanding Wild Feature, which can award huge prizes for players should the Wild Brain symbol expand and replicate by five times during the Free Games round.

When players enter the mad scientist’s lab, they will stumble across the Upgrading Feature, which zaps the 9, 10, J, Q, K or A symbols into high-paying icons, including Test Tubes, Power Switch, Cat, Pug or Man. The wins are then accumulated and paid out once the reels have stopped spinning.

The Barrel Pick Feature can radio-activate the feature by awarding an extra 15 Free Games, as players are presented with highly dangerous barrels with an unknown material.

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A meter appears when players select a barrel, with a red area and a green area in view. Landing on the meter’s green area ensures the Free Games round is triggered and additional games are awarded but landing in the red zone activates only the round itself.

The classic Free Games mode is unlocked when Scatter symbols appear, with five Scatters granting the maximum of 10 Free Games and the Barrel Pick Feature. During the round, Free Games can be retriggered at any time.

Experi-MENTAL is set to go live with Caesars in New Jersey, Michigan and Ontario initially, and will be available at a later date to customers of Light & Wonder’s industry-leading OPENGAMING™ platform.

 Michael Maokhamphiou, Studio Director at Lightning Box, said: “Experi-MENTAL is one Wacky slot game, and we believe it can propel our slots onto the next level.

 “During this game, players can unlock some new features, which add a dramatic element to this slot and classic round that are a cornerstone of Lightning Box’s portfolio. We are in no doubt will love taking on the mad scientist in this epic title.”

 Rob Procter, VP of Game Development at Light & Wonder, said: “2024 is going to be a big year for Lightning Box and the launch of Experi-MENTAL gives players the opportunity to showcase this thrilling game.

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 “With a variety of different features exhibited on this captivating title, it sets Lightning Box apart from its competitors, ensuring the player experience is unrivalled.”

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