Gambling in the USA
The US continues to sweeten the pot
Dmitry Starostenkov, CEO at EvenBet Gaming examines online poker’s prospects stateside
The US has always been associated with manifest destiny, embarking on new regions and making the most of what is there. It seems fitting then that legalised online poker is finding its way across the country, adjusting to different forms of regulation in various states.
Poker is deeply entrenched within American culture, being as symbolic to the country as Mah-jong is for China or Rummy in India. Even so, the US has been without any legitimate means to enjoy the game online for 10 years and there is a real hunger for it now. Despite all this, the estimated number of Americans regularly playing poker in all its forms still reaches 10 million.
As different states become regulated in one guise or another, the game is finally beginning to find its place on people’s computer and smartphone screens. New Jersey, Nevada and Delaware are the most obvious states for an operator to approach from a regulatory point of view. There is also West Virginia, Michigan and Pennsylvania, which are regulating online poker and are likely to join the Multi-State Internet Gaming Agreement.
Unfortunately, high liquidity is always crucial for the game to be interesting for players and with such prohibitive legislation in the majority of states, the game is not going to be as strong as it could be. This is possibly the biggest obstacle operators will face. However, even in these circumstances major operators like PokerStars are already able to get as much as 500 daily active players in one state, and this number is extremely promising.
That being said, differentiation can always help in standing out from the crowd and that is more important than ever when competing against the industry’s big brands. With poker being synonymous with US gambling, differentiating an offering should not be too great of a challenge. Building a strong and reputable offering, including a balanced tournament schedule are key factors for acquiring players and keeping them engaged.
Obviously, many of these issues could be solved with national gambling regulation, but that is unlikely to be a possibility, certainly not in the next two or three years. In fact, the US is so diverse with respect to state legislation that a national gambling regulation of any kind may simply not be feasible on any timeline.
The current federal government policy is to keep online gaming regulation at the states’ level, so the best outcome we can hope for now is that more states will introduce poker regulation and join the multi-state agreement. However, operators should keep in mind that they will still need to go through licensing in each state separately.
These issues pale in comparison to the sheer potential of the states, however. There is not a country in the world that can compete with the US for the technological infrastructure needed to roll out online poker at scale. The vast majority of US citizens own some form of smartphone. As well as that, for various reasons, desktop gaming is still hugely appealing to customers in the states. As a result of this, I expect that the mobile share will grow, but at a much slower pace than in Asia or South America.
Of course, all this development is promising, but player safety still needs to be a priority. With the current compliance and regulation policies, poker customers in the US are going to be well protected if they play at the legal operators’ websites. The main risk factor that we can foresee is the growth of scam websites passing themselves off as licensed operators. As online gaming gains momentum, monitoring all such activity becomes far more difficult, so players should be careful.
Responsibly enjoying poker, whether offline or online, has always been a special pastime in the US. That explains the initial online poker boom that started in the US and why operators flourish in every state where online poker becomes regulated. Without wanting to sound too optimistic, I hope to see this happening a lot more.
Gambling in the USA
Spin Your Way to Political Fun in Slotland and WinADay’s Race for Office MegaMatrix Slot
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View a video version of this story
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The hottest new game from Aristocrat Gaming, Phoenix Link, is now live on casino floors, with Yaamava’ Resort & Casino being the first in North America to offer the highly-anticipated game. As the next evolution of the international hit game, Dragon Link, Phoenix Link features player-favorite mechanics from top games with all-new themes, features, and bonuses.
“We have been humbled by the incredible global fanfare Dragon Link has received over the years but are never ones to rest on our laurels. The teams have been working tirelessly on a follow-up that brings together all the player-favorite elements in a new and exciting way with Phoenix Link as the proud result. We were thrilled to partner with Yaamava’ to premiere Phoenix Link with flair, excitement, and celebration,” said Victor Duarte, executive vice president of product for Aristocrat Gaming.
Phoenix Link players will enjoy the game’s additional denominations, configurations, and jackpots on each of the launch game theme titles. Gameplay features include Hold & Spin, Free Games with multiplier wilds or twin spin reels, Phoenix Mystery trigger, and more new bonus twists. Phoenix Link is available on the Neptune Single cabinet.
“Yaamava’ is thrilled to host yet another world premiere in gaming with the launch of Phoenix Link by Aristocrat Gaming. Our Club Serrano members are already raving about this captivating extension of the player-favorite Dragon Link. It’s a great addition to the Yaamava’ gaming floor,” said Kenji Hall, General Manager of Yaamava’ Resort & Casino at San Manuel, said.
Gambling in the USA
NOVOMATIC shines at G2E 2024: A street smart showcase of innovation and engagement
In line with its commitment to innovation, NOVOMATIC unveiled several ground breaking product launches that left a significant impact on the gaming industry. The V.I.P. X™ cabinet series emerged as one of the main attractions, highlighting models such as the V.I.P. X Royal™ 1.85, V.I.P. X Dream™ 3.43, and the V.I.P. X Lounge™ 2.32. The crown jewel of the presentation was the V.I.P. Galaxy™ 2.65, setting a new benchmark for luxury cabinets with its perfect blend of comfort and state-of-the-art gaming technology. Featuring high-definition screens and immersive sound systems, the fully adjustable lounge design promises an unparalleled gaming experience, leaving customers eager to introduce these innovations onto their gaming floors.
The unveiling of a new LED wall as part of the DIAMOND X™ series, including the DIAMOND X™ 1.55J, showcased the U.S.-style designed Piggy Prizes title. The modern and interactive design sent a clear message: NOVOMATIC Americas has fully arrived, enhancing its reputation for premium entertainment experiences.
Groundbreaking Progressives and a Robust VGT Lineup
NOVOMATIC introduced a variety of THUNDER CASH™ GOLD Progressives featuring new titles like Charming Lady’s Boom Coins™ and Red Amazon Explosion™. The Globe Link™ Xtension Volume 1 & 2 also attracted considerable interest, marking a significant impact with several new themes. The excitement surrounding these progressive games was palpable, bolstered by innovative math models and enticing bonus structures.
The VGT product range received special emphasis, particularly with the Street-Smart-themed area dedicated to highlight the themes and flexible assortment of cabinet styles for markets in Illinois, Pennsylvania, West Virginia, Puerto Rico, and Georgia. This dynamic showcase reinforced NOVOMATIC’s commitment to providing leading solutions in performance and player appeal within the VGT sector. Featuring both NOVOLINE™ and Magic HD customer favorite themes, this area showed the new game mixes on DIAMOND X™ 2.32, BLACK EDITION II 3.27 & BLACK EDITION II 1.49J, V.I.P. X Lounge™ 2.32 and FUNMASTER 2.27. Specifically in Illinois, featuring the Magic HD game mix consisting of the Overlay Magic Play Lock & Spin feature, and the new Poker3™ multi-hand video poker mix. NOVOLINE™ games were shown on the Black Edition II 1.49J cabinet with popular games like ULTRA BOOST™ and Money Party™ themes. Georgia Skill showed three new game titles in the Magic HD mix while more new titles lined the streets of the NOVOMATIC booth.
Advancements in Sports Betting and Casino Management
In addition to its product line, NOVOMATIC showed their cutting-edge sports betting kiosks including the ActionBook™ Edge 1.43J, and ActionBook™ Plus 2.27 models. With advanced graphics and rapid processing capabilities, these kiosks offer operators unmatched flexibility and performance. The premiere of the award-winning NOVOVISION™ casino management system was another highlight, leveraging biometric technology for enhanced player recognition and streamlined operations. Already acknowledged as a ‘Best CMS/Software Product’ at the European Casino Awards, this system generated significant buzz regarding its potential to revolutionize the gaming landscape.
Industry Recognition for Creative and Commercial Success
The combination of NOVOMATIC’s innovative product launches and captivating booth design earned widespread acclaim. The company was recognized for its Street-Smart booth, praised for creativity, interactivity, and the memorable experiences it fostered. Industry experts and attendees alike hailed NOVOMATIC’s presence at G2E 2024 as one of the most impactful.
Alexander Merwald, CEO at NOVOMATIC Americas, stated, “G2E 2024 was an incredible success for NOVOMATIC. We were proud to showcase the V.I.P. X™ cabinet series – Our ‘Street Games, Street Smart’ focus resonated strongly, as we demonstrated how our tailored solutions meet the real-world needs of both casino and VGT operators. The response from customers reaffirmed NOVOMATIC’s position as a leader in delivering innovation, performance, and market-specific strategies for North America.”
Thomas Schmalzer, VP of Global Sales, and Product Management at NOVOMATIC AG, added, “The product diversity and innovation showcased at G2E 2024 have been enthusiastically received by both operators and players. Our V.I.P. X™ series and extensive range of progressives reflect our unwavering commitment to delivering premium solutions to the global market.”
With new partnerships established and product placements secured at G2E 2024, NOVOMATIC is primed to expand its market presence across North America. The success at this year’s expo signifies a vital step forward in the company’s mission to set the standard for gaming entertainment.
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