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
Scientific Games’ iLottery Games Portfolio Expands as Pixiu Gaming Joins SG Content Hub
Exciting New Hasbro-Licensed MONOPOLY and BATTLESHIP iLottery Games Coming Via SG Content Hub
Scientific Games welcomed Pixiu Gaming as the newest studio partner to the SG Content Hub. Pixiu Gaming joins the government-regulated lottery industry’s premier iLottery content delivery platform, featuring an expanding, highly curated selection of iLottery games from Scientific Games and partner studios around the globe. The games are available to lotteries in multiple languages and in a variety of play styles for all player segments.
Widely recognized as the leading supplier of Keno games in North American regulated gaming markets, Pixiu Gaming is a boutique developer focused on authentic, engaging and player-centric games. Founded in 2014 and based in London, UK with a remote global team, Pixiu is named after a fierce Chinese mythical creature that attracts and preserves great wealth.
Scientific Games, the world’s largest lottery games company, is collaborating with Pixiu Gaming to bring exciting new MONOPOLY and BATTLESHIP iLottery games to lotteries through its exclusive licensing agreement with Hasbro. Games created by Pixiu Gaming will be available in the SG Content Hub, in addition to games from Scientific Games’ own SG Studios and other premier partner studios worldwide.
Tony Plaskow, Pixiu Gaming Co-Founder, said, “Pixiu Gaming is thrilled to join the SG Content Hub to bring our games to more lotteries. We look forward to working with Scientific Games and Hasbro to create exciting, brand-sensitive MONOPOLY and BATTLESHIP-themed iLottery game experiences. These iconic brands are familiar worldwide, and each provides the perfect mix of strategy and luck. We will weave a true-to-brand digital game experience with fun, simple-to-understand content that entertains players.”
Matt Lynch, President, Digital for Scientific Games, said, “We are very excited to partner with Pixiu Gaming, an up-and-coming studio. Their unique approach to game development and artistic vision brings a differentiated offering to market that will add depth to iLottery portfolios by expanding game play options for existing players while bringing new game experiences to attract new players. Scientific Games is focused on creating an unparalleled range of playstyles and game mechanics for players with the SG Content Hub, and we are proud to soon include play experiences from Pixiu Gaming.”
SG Content Hub offers partner studios select exclusively licensed brands from the company’s portfolio of more than 100 licensed brands, which also includes other Hasbro-licensed games such as CONNECT 4, THE GAME OF LIFE and YAHTZEE. MONOPOLY is perennially the lottery industry’s top performer, with 33 lotteries worldwide offering MONOPOLY-themed games in fiscal year 2025, resulting in more than $2 billion in retail and digital sales during the year.
Scientific Games provides retail and digital games, technology, analytics and services to 150 lotteries in 50 countries worldwide. The company is a digital lottery innovator offering lotteries entertaining game content featuring the most extensive portfolio of licensed brands in the industry, and world-leading digital programs, including CRM, loyalty, promotions, second chance, mobile and web applications.
BATTLESHIP, CONNECT 4, THE GAME OF LIFE, YAHTZEE and HASBRO and all related trademarks and logos are trademarks of Hasbro, Inc. ©2025 Hasbro.
The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the MR. MONOPOLY name and character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment. © 1935, 2025 Hasbro. All Rights Reserved. Licensed by Hasbro.
© 2025 Scientific Games, LLC. All Rights Reserved.
Gambling in the USA
Caesars Entertainment Bolsters Online Casino Live Dealer Offering with the Launch of Branded Live Dealer Studio in Michigan
Caesars Entertainment Inc. announced the launch of its third branded online casino live dealer studio, available now to players on Caesars Palace Online Casino, Horseshoe Online Casino and Caesars Sportsbook & Casino in Michigan. Developed in partnership with Evolution, the new studio reinforces Caesars’ commitment to delivering world-class, immersive experiences across its online platforms, inspired by the iconic atmosphere of its Caesars Rewards destinations.
The debut of the new studio marks Caesars’ third branded live dealer studio that has opened in 2025 and draws inspiration from table game play at the Las Vegas Strip’s most iconic casino, Caesars Palace. Its opening follows the successful launch of Caesars’ first branded studio with Evolution in Pennsylvania in January. In April, the Company also debuted its first studio inside a Caesars Rewards destination at Tropicana Atlantic City in New Jersey.
“Our third live dealer studio expands our fully customized live dealer experience that is already extremely popular in Pennsylvania and New Jersey into another key jurisdiction where our online casino platforms are live. The studio design takes inspiration from our flagship destination, Caesars Palace, to authentically recreate the atmosphere of Las Vegas for online players. We look forward to our Michigan players enjoying the new experience,” said Matthew Sunderland, Senior Vice President and Chief iGaming Officer at Caesars Digital.
The new live dealer studio in The Great Lakes State is composed of five blackjack tables, including a VIP-exclusive blackjack table, one roulette table, and one baccarat table. The tables are adorned with custom-branded felts featuring iconic Caesars destinations and each marquee online casino platform, including Caesars Palace Online Casino, Caesars Sportsbook & Casino, Horseshoe Online Casino, and, for the first time, Tropicana Online Casino.
Select tables also feature custom felts co-branded through partnerships with professional sports teams. Like Caesars Rewards destinations across North America, the studio caters to VIP players with an exclusive high-limit blackjack table offering an authentic 1-to-1 live experience that could previously only be found in a physical casino.
“As the global leader in online live casino with nearly two decades of experience, Evolution is proud to partner once again with Caesars to launch this bespoke live dealer studio in Michigan. The studio brings the unmistakable character of Caesars’ iconic destinations to the online space, offering players in the state a polished, immersive entertainment experience that mirrors the energy and elegance of the casino floor. It’s another bold step forward in our shared commitment to innovation and quality at scale in the online live casino market,” said Marcus Huber, Chief Commercial Officer of Evolution North America.
Caesars Palace Online Casino, Horseshoe Online Casino and Caesars Sportsbook & Casino are available on iOS, Android, and desktop for those 21 and older in New Jersey, Pennsylvania, Michigan, Ontario, and West Virginia. Each platform offers a dynamic online casino experience with a range of unique Caesars-branded games alongside hundreds of classic land-based casino favorites and core casino game mechanics, including high limit slots, private live dealer tables, linked progressive jackpots, variations of poker and roulette, and more.
Snoqualmie Casino & Hotel has officially opened its newly expanded non-smoking gaming floor, marking a significant milestone in the property’s continued commitment to exceptional guest experiences.
Located adjacent to the hotel lobby, the new, larger non-smoking slot floor will feature nearly 400 of today’s most popular slot machines in a fresh, modern environment designed exclusively for non-smoking guests. This addition enhances the casino’s dedication to providing smoke-free gaming options in a luxury setting. For convenience and ease of access, non-smoking guests can also take advantage of the smoke-free entrance via the hotel’s valet parking.
This new space complements Snoqualmie Casino & Hotel’s existing fully enclosed, non-smoking slot area near Falls Buffet and Snoqualmie Café & Deli, offering guests even more choice and accessibility when it comes to their preferred gaming environment.
In addition to these gaming enhancements, all restaurants on property are 100% non-smoking, making Snoqualmie Casino & Hotel a premier destination for guests seeking an elevated, smoke-free entertainment and dining experience.
“We’re thrilled to offer our guests even more smoke-free options. The expansion of our non-smoking gaming floor reflects our ongoing efforts to listen to our guests and create an atmosphere that’s both exciting and comfortable for everyone,” said Mary Lou Patterson, CEO of Snoqualmie Casino & Hotel.
-
Compliance Updates7 days agoWA. Technology Receives GLI Certification in Brazil for Casino Aggregator Product
-
International News7 days agoScientific Games Wins Top Honors for Organizational Excellence in India
-
Canada4 days agoINCENTIVE GAMES SECURES ONTARIO GAMING LICENSE
-
Compliance Updates4 days agoSA Gaming Secures GLI Certification in Brazil
-
Compliance Updates4 days agoMGCB Issues Cease-and-Desist Orders to Six Illegal Gambling Sites Targeting Michigan Players
-
Compliance Updates3 days agoIntralot informs the investment community about the withdrawal of the Maryland contract award Augu
-
Latest News3 days agoAndres Troelsen has been appointed EGT Digital’s Regional Sales Director iGaming for LATAM
-
Latest News3 days agoACR POKER INJECTS DAILY DOSE OF THRILL INTO TOURNAMENT SCHEDULE WITH LAUNCH OF DAILY MYSTERY BOUNTY EVENTS