Gambling in the USA
“2021 was a true gamechanger for us” – exclusive interview with Head of Amelco USA, Brandon Walker, on innovation in the US
The US market is experiencing unprecedented levels of investment, and Amelco is at the forefront of this exciting period of growth. Brandon Walker, Head of Amelco USA, gives us some insight into the opportunities that are presenting themselves and how his company is set to capitalize.
As we near four years since the repeal of PASPA, just how far has the US market come towards taking the crown as the world’s most exciting hub for online betting and iGaming?
There has been massive growth in the US – it is the area where we are seeing the most hype and the most investment, at present. This isn’t to say that the rest of the world isn’t also performing well – iGaming and sports betting is thriving internationally. The past 18 months has really showcased the industry’s flare for innovation, it’s been an impressive demonstration of what’s been possible, and this is what has fuelled so much growth. The cream always rises to the top and while major players will take the market share, this gives space for the younger firms to carve out their niche. One of the most exciting aspects of the US situation is that it varies state by state – it’s been thrilling to flex our muscles by tailoring our offering to each state. Naturally, many things are the same but it’s a great challenge to establish a unique presence in each particular territory.
Talk us through Amelco’s expansion across the US – what’s been key for you so far?
Last year saw an unprecedented level of growth for Amelco – we took on some really big tier one clients. We rolled out across some major states, including Arizona, Florida, Michigan, Iowa, and Wyoming. During this period of growth, what has really set us apart is our platform – it’s the most comprehensive omni-channel offering on the market, providing a single app that can be used across multiple states. 2021’s been a true gamechanger for us and has really sets us apart.
With 2021 marking a record number of states coming online for the first time, which states do you believe have proven key to the US market’s growth?
New Jersey takes the crown – this state has been the frontrunner for a while. Pennsylvania is another, as well as Michigan. The main reason these states have thrived is that they have found a way to effectively offer iGaming alongside sports betting, which certainly benefits growth. It allows players to twin their favourite sports with that Vegas experience from their homes, and this really complements the sportsbook.
How much do you see online casino expanding in tandem with sports betting? How much do US player habits differ from their European counterparts?
Regulation is the key factor – it will be slower in terms of uptake than sports but it’s only a matter of time for most states to add the casino experience to the sports betting offering. It makes no sense not to. Effectively, we’re at a tipping point for adoption as more and more start to offer it – further states will join the fold sooner or later. Of course, lobbying from the land-based sector plays its part, this will ultimately become more mainstream alongside sports betting, as the US heritage and love for the casino experience makes it an inevitability.
Looking at markets, the US is very heavy on singles bets and parlays will have much more uptake in the US as the ‘bet low, win high’ experience appeals to the recreational punter. For example, laying a 10-dollar bet on who’s going to win out of five games is based purely on emotion and love for their team, and this passion for the sport adds that extra dynamic to their entertainment. From our data, we’re seeing that’s how the majority of US sports fans get into betting – it’s part of the cultural fabric and offers a big win. When it comes to casino, poker still remains a growth opportunity and has seen something of an uptick but it’s still niche. Live dealer games are massively popular and will continue to be – of course, slots from an iGaming perspective are always going to be dominant given the land-based heritage they are associated with. After all, the US is and always be the true home of casino.
How key is a full-service platform to differentiating tier one suppliers to those who simply offer sportsbook?
It makes a massive difference, with a platform, you’ve got one full ecosystem managed by one software provider. The benefits are numerous – a full-service platform reduces risk and offers one full system working cohesively, which can work multiple tech and platforms. Additionally, it is much more cost efficient – using multiple suppliers to run one operation/app is always going to cost more.
Where has Amelco got its eye on for the year ahead? How much potential do you see in New York state now that it’s issued its first licences?
There are a handful of states that we have identified as being particularly ripe with potential; we’ve got our eye on California – we’ve got plenty of confidence in that being massive, so we are going to devote plenty of focus to that. Maryland is another, and Arkansas will be live soon enough. Arkansas especially as plenty of potential for online, with only three to four land-based casinos: while I can’t say too much just yet, Amelco will be the first to go live there, and that is testament to the leading position we’ve created for ourselves stateside.
Last but not least, with March Madness and the US Super Bowl fast approaching, what predictions can you share with our readers for betting activity?
There are so many states now online that 2022’s major spring events have got every potential to be the biggest ever in both engagement and turnover. The number of additional states that will eventually add to that means year-on-year growth is effectively inevitable every year for the foreseeable future! Parlays will continue to be a huge growth space, and this year’s Super Bowl, which will inevitably centre around Tom Brady, is sure to be a monumental event. I’m sure there will be plenty of predictions around that, as Brady’s former team, the Patriots, are set to play against his current one, the Buccaneers.
Gambling in the USA
BMM INNOVATION GROUP SHOWCASES ITS SUPPORT FOR TRIBAL SOVEREIGNTY AT INDIAN GAMING CONFERENCE & EXPO MARCH 31 – APRIL 3 AT SAN DIEGO CONVENTION CENTER
Company to sponsor, attend, and speak at the San Diego, California show.
BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, today announced its sponsorship and participation in the Indian Gaming Association’s (“IGA”) annual IGA Conference & Expo, March 31-April 3 at the San Diego Convention Center.
With over three decades of experience supporting Tribal gaming, BIG will be on-site as sponsors, speakers, and attendees to reinforce the Company’s steadfast commitment to Tribal sovereignty and self-regulation.
Proud Partners in Tribal Progress
The BIG Group’s Chairman, President, and Chief Executive Officer Martin Storm said, “BMM proudly partners with Tribal governments, Tribal casinos, and Tribal gaming equipment and technology suppliers to advance Tribal sovereignty, self-determination, and economic development. We are honored to continue supporting the growth and integrity of Tribal gaming through our trusted product compliance services, world-class training and virtual education, and our cybersecurity solutions to protect Tribal enterprises.”
BMM’s long-standing relationships with Tribal gaming suppliers and regulators are at the heart of its mission. As active members of IGA and other key Tribal organizations, BIG is committed to elevating Tribal voices and ensuring Tribal interests remain at the forefront of industry growth.
BIG Group Shares Thought Leadership on Conference Panels and Trainings
- In addition to sponsoring and attending, the BIG Group’s expert thought leaders will speak and provide in-person training at the conference:
- Tuesday, April 1 at 9 am: Innovation vs. Regulation: Keep Pace with Emerging Gaming Technologies – Sean Mason, Senior Director of Tribal Services
- Tuesday, April 1 at 4 pm: Gaming and Cyber Risk Best Practices – Mitigate Risk and Sleep Better at Night – Heather Lee, Senior Director of Sales for BIG Cyber
- Wednesday, April 2 at 9 am: Level III Commissioner Certification Training – Peter Nikiper, Director of Technical Compliance
Unmatched Expertise in Product Compliance and Certification
As a trusted testing laboratory for Tribal gaming jurisdictions across North America, BMM’s focus is fairness, integrity, and security in every gaming environment. IGA attendees are invited to connect with BMM experts to learn more about the Company’s comprehensive product compliance programs.
Education & Training for Long-Term Success
BIG continues to empower Tribal gaming employees through exclusive education and training programs, including free access to RG24seven Virtual Training. These knowledge-sharing initiatives are designed to support responsible gaming, regulatory compliance, and the long-term sustainability of Tribal gaming operations.
Cybersecurity Solutions Tailored for Tribal Gaming
The BIG Group is focused on bolstering cybersecurity defenses for Tribal enterprises through its BIG Cyber services, which includes penetration testing, vulnerability assessments, PCI:DSS evaluations, and a host of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
Gambling in the USA
Bruce Smith Enterprise and The Cordish Companies Break Ground on New Live! Casino & Hotel in Petersburg, Virginia
Bruce Smith Enterprise and The Cordish Companies celebrated the groundbreaking of the new LIVE! CASINO & HOTEL VIRGINIA in Petersburg. The milestone officially commences construction on a transformative project that will generate billions of dollars in economic benefits and spinoff development, create thousands of new jobs, and set a new standard for gaming, hotels, and entertainment in the Commonwealth. Live! Casino & Hotel Virginia is part of a larger $1.4 billion master plan by the partnership, scheduled to be developed in phases, that will bring a world-class mixed-use resort destination to Petersburg.
Executives from Bruce Smith Enterprise, The Cordish Companies, and Cordish Gaming were joined by Petersburg City Mayor Sam Parham and members of Petersburg City Council, Virginia State Senator Lashrecse Aird, Virginia State Delegate Kim Taylor, and many other business and community leaders at the project site in Petersburg. The development site, ideally located on Brasfield Parkway at the intersection of Wagner Road and Interstate I-95 just 20 miles south of Richmond, will provide easy access on and off the East Coast’s major north-south interstate.
“It has been a source of immense satisfaction and pride to partner in this incredible development. For far too long people have simply driven by the City of Petersburg, but today marks the beginning of a new era in which Petersburg will become a prime destination. This pivotal project will ignite tourism, create jobs, and ultimately deliver on the promise of greater opportunity and upward mobility for local families. As a champion of Petersburg and its residents, I am happily confident that this historic development will uplift, empower, and enrich this community for years to come,” said Bruce Smith, founder of Bruce Smith Enterprise.
Live! Casino & Hotel Virginia is slated to open in 2027. A temporary gaming facility will open by the end of 2025 to immediately begin creating an estimated 500 new jobs, vendor opportunities and economic benefits for the City. In its first 10 years, the project is expected to generate $2.8 billion in economic stimulus to the region; $504 million in tax revenues including $240 million to the City of Petersburg; $802 million in economic benefits during construction; $201 million in annual economic benefits each year after opening; and 7500 new jobs including 6100 during construction and 1400 new permanent jobs.
“Today marks a monumental day for The Cordish Companies as we expand our Live! brand into the Central Virginia region with the development of Live! Casino & Hotel Virginia. Our company is a national leader in successfully developing and managing large-scale urban revitalization projects across the country. Live! Casino & Hotel will be a transformative development that will bring a world-class gaming and entertainment experience to millions of visitors, create significant new jobs, and generate millions of dollars in economic benefits for the community that will provide a beneficial impact for generations. We look forward to making an immediate impact on the region with the construction of a temporary gaming facility that will be operational before the end of 2025, so that we can begin creating jobs, vendor opportunities and economic benefits for the City,” said Zed Smith, Chief Operating Officer for The Cordish Companies.
PENN Entertainment announced that its stand-alone Hollywood Casino app has launched in New Jersey. The new Hollywood Casino platform is available on Android, iOS, and desktop and can also be accessed via the ESPN BET app. Customers can login to Hollywood Casino using their ESPN BET credentials, allowing for a seamless experience across PENN’s online betting and casino platforms.
Ranked by Eilers & Krejcik as the #2 overall iCasino product in the US, Hollywood Casino offers a variety of online slots, table games, and live dealer content, including original titles from PENN Game Studios, the company’s in-house casino game development studio. Hollywood Casino also includes bespoke live dealer tables and exclusive games such as the recently launched Devils Blackjack, an original title leveraging PENN’s partnership with the New Jersey Devils.
“We’re thrilled to introduce our dedicated, casino-first experience to customers across New Jersey. Hollywood Casino delivers a best-in-class experience with an extensive game library, seamless gameplay, and exclusive content from our in-house studio. This launch builds on the strong momentum we’ve gained since introducing our enhanced standalone app in December,” said Aaron LaBerge, Chief Technology Officer of PENN Entertainment.
The stand-alone Hollywood Casino platform debuted in Pennsylvania last December and is also available in Michigan.
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