Playtech Enters US Online Casino Marketplace
Gaming solutions company Playtech has announced that they will be entering the United States market. The company will be launching its online casino products in the state of New Jersey where the brand has just secured regulatory approval from the New Jersey Division of Gaming Enforcement (NJDGE).
Entering The United States Market
The regulatory approval given to Playtech by the New Jersey Division of Gaming Enforcement includes a transactional waiver for the brand to roll out its solutions with bet365 and Hard Rock Atlantic City. This will be the first time that Playtech has entered the United States market and it is something that they are looking at as a long-term growth opportunity.
The company says they have identified the United States as a highly strategic market when it comes to growing the company and they plan to expand on this initial launch in New Jersey with subsequent launces of their sports, online casino and live casino games in other markets within the United States soon. To this end, the brand has already begun the necessary licensing processes in other states within the country.
Trouble For Playtech In The United Kingdom
The announcement that Playtech will be moving into the United States online casino market comes after the brand saw itself land in some hot water with the United Kingdom’s Gambling Commission. An investigation launched by the Gambling Commission found the company to demonstrate some serious failings in its player protection initiatives.
Following the report, Playtech agreed to pay the Gambling Commission’s fine of £3.5 million despite its closing of the company’s involved in the incident, while also donating a further £5 million to charities working to promote better understandings of the relationships between mental health and online gambling. A number of senior managements also left Playtech following the findings by the Gambling Commission.
Despite the damming report by the United Kingdom’s Gambling Commission, Playtech will remain a part of the commission’s industry working groups where the brand leads the responsible game design working group alongside Las Vegas giant Scientific Games. The groups, which are made up of over 30 established online casino operators, were formed to develop new standards of safer gambling within the region.
The Gambling Commission said that Playtech would still be able to contribute to the working group’s discussions by providing first-hand experience regarding player safety and the necessary enforcement activities operators need to be implementing.