Gambling in the USA
Golden Nugget Online Gaming Optimizes Player Experience
Globally-recognized gaming and casino brand renews its partnership with digital marketing and sports fan engagement platform, OtherLevels.
OtherLevels, a leader in outbound cross-channel marketing and engagement for the gaming industry, has extended its partnership with Golden Nugget Online Gaming (NASDAQ: GNOG) in the United States for an additional two years. The contract extension will allow Golden Nugget and OtherLevels to expand into West Virginia in addition to its current partnership in Michigan and New Jersey and continue delivering rich, relevant and personalized messaging to activate players on Golden Nugget’s igaming platforms and digital sportsbooks.
Since 2015, OtherLevels has provided omnichannel marketing and real-time messaging services to Golden Nugget to drive igaming player activity both in and out of session, including during GNOG’s latest statewide deployment in Michigan. By delivering intelligent, personalized content to players based on past gaming behaviors, preferences, and various other parameters at precisely the right time, OtherLevels has helped Golden Nugget optimize its approach to player engagement.
“Golden Nugget has been a valued strategic partner to OtherLevels for six years, and we look forward to further expanding our relationship as Golden Nugget’s gaming operations launch in Pennsylvania, West Virginia, and other new states in the U.S. market,” said Brendan O’Kane, CEO of OtherLevels. “Over the next two years, we will leverage our cross-channel messaging and optimized content delivery capabilities to ensure that personalized, relevant content is reaching the right players on the right channel at precisely the right time.”
Samir Banerjee, Golden Nugget Online Gaming, Director of Marketing, said, “Our continued partnership with OtherLevels demonstrates the commitment of GoldenNuggetCasino.com to always provide our online casino patrons with a personalized messaging experience that is best-in-class.”
OtherLevels offers sportsbook and casino brands like Golden Nugget best-in-class multichannel marketing capabilities to maximize player activation and increase gaming sessions, time spent in session, and new player registrations. OtherLevels also leverages big data to enhance intelligent messaging capabilities and content delivery, helping gaming brands drive meaningful engagement within the online casino sector.
OtherLevels uses sophisticated publishing and decisioning processes to deliver real-time marketing messages and propositions to sports bettors and online gamers. The publishing engine integrates game data, current stats, market data (odds), sportsbook data, wager types and customer data to create a pool of betting or gaming opportunities specific to each player’s game or session status. The decisioning engine automatically selects which message or content to send at which time to which player, based on activity signals, real-time factors, in-game events, and regulatory requirements.
By expanding its marketing partnership with OtherLevels, Golden Nugget can spend more time on campaign and content strategy while reducing time spent on maximizing audience reach and segmentation. As the partnership evolves and expands into new states, OtherLevels’ ability to accurately target users with the optimal content channel and deliver automated customer journeys will also grow.
Gambling in the USA
New Trade Association Launches Unprecedented Effort to Strengthen Responsible Online Gaming, Promote Best Practices
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.
“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.
Compliance Updates
Play’n GO awarded Pennsylvania license
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*.
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.
Gambling in the USA
Lightning Box concocts scientific experiment with new release Experi-MENTAL
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.
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.
“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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