Gambling in the USA
Will the US hit the jackpots?
The idea of jackpots and the big win associated with them is at the very core of the slots genre. As the US online market regulates, the slots industry, so popular in certain jurisdictions, is rolling out in a digital format across a number of states.
But how will the all-important jackpot feature need to adapt to have the same impact it has had in these land-based and more mature international markets?
Andy Whitworth, CEO of White Hat Studios (AW)
Peter Causley, CEO and Co-founder of Lightning Box Games (PC)
Brett Jackson, Content Director Americas at Light & Wonder (BJ)
Which types of jackpots currently perform best in the US? Why do you think that is?
AW: iGaming jackpots are very much in their infancy in the US and there is currently a limited product range. The first movers like IGT MegaJackpots and NetEnt standalone progressive titles such as Divine Fortune are key stable games for any icasino.
We will see these options expand as the markets continue to regulate. Given the US rich history in land-based jackpots and the rate at which it’s embracing igaming, it won’t be long for increased demand for jackpots, especially as they have the ability to retain and attract new customers.
PC: Multi-level progressive Jackpot bonuses (MLP’s) with three or four levels dominated for a long time, probably for the best part of 15 years. But over the last four years or so a subset of these, ‘what you see is what you get’ style Jackpots, or Wizzywigs as they’re commonly known, have proven most popular. These are cash on reels style MLPs that were first popularised by the Lightning Link style mechanic and are now pretty much ubiquitous.
They’re just a great mechanic and there’s no real secret as to why they perform well. The full screen hold ‘n spin builds excitement, whilst the occasional large prizes spinning by on the reels, the Wizzywigs, show the player what they can potentially win. Building tension and the glimpse of glory is the sweet spot.
BJ: Practically all of them, even though progressives are still relatively new in the US online space. Any sort of game that offers a large progressive prize is enough to grab a player’s attention, especially when compared to a standard slot with a run-of-the-mill mathematical model.
There are a lot of people that are crossing over from land-based venues to the digital environment right now in the United States, these players fully understand land-based progressive models, and as a result they expect to find the same type of jackpot slots when they’re playing online.
Any game that features a big money prize is usually more than enough to entice players, nothing quite captures the imagination like the opportunity to win a jackpot from a single spin.
What are the challenges in migrating land-based jackpots to an online format in the states?
BJ: There are three main elements that require a lot of thought whenever we develop a progressive for a digital audience. These are the size of the jackpots on offer, the frequency they hit and the overall mechanics of the game. It’s a tough balancing act and it’s imperative we get it right.
In terms of migrating games, it’s not simply the case of taking successful land-based games and moving them online. Instead, we’re looking at what we can do differently to make Light & Wonder’s progressives stand out within that space.
One huge advantage land-based progressives have over online slots is better merchandising, it’s something we’re yet to really crack in the digital space. When you walk into a casino, you’ll see slots with huge signage promoting the progressive jackpots on offer. It’s down to us to figure out better ways to promote online progressives in a similar manner, building excitement and sparking players’ desire to give them a chance.
AW: The challenge is primarily in converting the games from the casino floor to a digital format so the volatility and RTP are enhanced to make them attractive to players at home. This is by no means straightforward with jackpots being state-wide. Different states have varying rules regarding the probabilities of events that can happen within a game, which need to be adhered to.
All the while, we need to make sure that the end product is engaging for players and that all regulations are being followed as each state has its own set of technical standards and requirements. White Hat Studios is at an advantage in that field as a great deal of our jackpot content has already proven itself to be highly engaging in more mature markets such as the UK where it is the leading product in this category.
PC: As far as game design goes, I’m not sure there are many if any, in truth. As long as developers have picked the right player segment and appropriate jackpot ranges for each level, things should be fine.
In what ways, if any, will jackpots that have performed well in more mature markets, such as Europe, need to adapt in order to replicate that popularity with a US audience?
PC: I’d argue that the US market and the players within it are very mature. What remains new to many is the medium or channel on which they play if they live in a state that has regulated online casino. But whether they play on a gaming machine on the casino floor or on their phone in their living room doesn’t really matter. As a result, a strong jackpot product from a mature market should show strong performance in the US also, whether that’s online or terrestrial markets.
BJ: Building products specifically for the market they’re intended for is a big part of what we do at Light & Wonder. If you go back a few years this wasn’t always the case. We were guilty of having a one-size-fits-all approach, but we’ve totally reconfigured this and are now far more market-focused.
As the question suggests, the US market is still in its infancy, so right now it’s important we don’t force things on people that they simply don’t understand. Instead, we’re providing players with a mix of innovation and more traditional models within our new products for digital audiences.
It’s all about understanding what players actually want and getting the timing right. It takes a lot of effort to develop a large progressive as there are so many moving parts, so we want to ensure everything is perfect. Of course, there’s a lot we can learn from what operators and suppliers are doing in European markets and we can take the best parts of that and bring them across to the US market.
AW: Jackpots in Europe are a much bigger part of a casino’s slot revenue, typically being more than 20% of the revenue. There is a much wider offering and a greater culture of innovation within the jackpot ranges. In terms of adapting, I don’t believe any changes need to be made outside of those necessary for regulatory purposes. It’s more a question of timing and when the market is ready for innovative jackpots to be introduced.
Europe’s best jackpots are on their way to the US as we speak. White Hat Studios is introducing the UK’s biggest jackpot product Jackpot Royale to the US in Q2 this year. Due to its ability to link endless amounts of games into the jackpot’s multiple progressive pots mechanic, operators will be able to improve player retention by paying out big jackpots frequently.
Ensuring that local operators are the ones that get to award the lucky players with their winnings will be an important dynamic in the US. This is what makes our Jackpot Royale product unique in the market, the funds are generated from the local player base, putting the operator in control and getting to present the player with that big win.
What is the scope for innovation in this market? What new concepts might we see introduced in the near future?
AW: I predict over the next two-to-three years that the US igaming market will see a great deal of innovation as operators realise that profit is much easier to make from casino than sports.
At the moment, all the focus is on acquiring sports players with extremely high acquisition costs, which cannot be maintained long term as losses mount. When operators need to focus on profit, they will change strategies to acquiring and cross-selling sports players to casino. The best way is to do this outside of table games and branded IP content is with jackpots.
Big-prize potential attracts customers. For the players, frequent, achievable jackpot drops create an engaging win/win dynamic for them and for the operator.
PC: Interestingly, Persistence-style gaming is creeping into US land-based markets, as well as online. It is obviously even easier for players to carry over from play session to play session in an online environment, so I should imagine that will grow, particularly if developers can find a way of combining it with jackpot bonuses. That would square the circle and might well be on its way.
BJ: The scope for innovation is vast. Right now, we have a golden opportunity to develop some very unique concepts given that US players interact differently with our products.
We’re in the business of trying to surprise and delight people at Light & Wonder, certain slots can get very stale very quickly in the online space as the industry tends to move very quickly, so we’re looking to offer them brand new experiences they’ve never seen before.
We must be innovative to engage and retain players. I’m currently playing with several ideas around timed events, events that highlight particular games and how we can cross the boundaries between digital and land-based games. The latter is something that will become a big part of what we do at Light & Wonder going forward.
Gambling in the USA
Industry veteran joins North American operator as chief interactive gaming officer to drive growth in iCasino states and efficiencies in its online sportsbook
Delaware North, a global hospitality and entertainment company with a significant gaming division, has named industry veteran Lee Terfloth as chief interactive gaming officer as it pushes ahead with ambitious plans for its digital offering.
Terfloth has an impeccable track record across some of the biggest land-based and online gaming operators in North America, including Borgata, Resorts Digital, Hard Rock and, most recently, Prime Sports, where he was chief executive officer.
As chief interactive gaming officer at Delaware North, Terfloth will be responsible for two core objectives: Expanding the operator’s Betly mobile sportsbook and casino brand into additional iGaming states while also reviewing its sportsbook business to improve operational efficiency.
The appointment of Terfloth comes hot on the heels of news that Delaware North has chosen to migrate to Playtech’s powerful online sportsbook and casino platform in the states of Ohio, Arkansas, Tennessee and West Virginia.
Jason Gregorec, president of Delaware North’s gaming division, said:
“Lee Terfloth is a high-caliber senior iGaming executive who has played a key role in launching and growing interactive gaming divisions at some of the most established and renowned gambling operators in North America.
“We are delighted to be able to leverage this experience and knowledge as we ramp up our own online gaming division via our Betly brand, which has already gained traction in key online sports betting and iGaming states such as Ohio, Arkansas, Tennessee and West Virginia.
“I’d like to officially welcome Lee to the team and look forward to working with him as we deploy our ambitious plans for online gaming across regulated U.S. states,” Gregorec said.
Lee Terfloth, chief interactive gaming officer at Delaware North, added: “I’m thrilled to join Delaware North at a pivotal time for the business as it shifts up a gear with its activity in the online gaming space.
“Betly is an incredibly strong brand and now that we are migrating to the Playtech platform, we have the technological foundation to really level up our activity in terms of markets and the quality of the experience we offer to players.
“I have plenty of experience working with operators at this stage in their lifecycle and look forward to working with the incredible team we have in place to not only meet but exceed the goals the business has set for its interactive division,” Terfloth said.
Gambling in the USA
Mr. Gamble Expands Across the US: CMO Paul Puolakka Reflects on the Growth into Pennsylvania and West Virginia
Expanding Mr. Gamble’s footprint into Pennsylvania and West Virginia is a significant milestone for us. This is not just about entering new markets – it is about strengthening our position in the dynamic US iGaming sector.
By securing licences in these crucial states, we are readily available to deliver tailor-made experiences that align with the preferences of locals within these US states, thus enhancing our competitive advantage.
As the Chief Marketing Officer, I have played a key role in his expansion. My deep understanding of market trends and expertise in affiliate marketing has been vital in navigating these new territories. My focus has been on ensuring that our entry into these US states is not only successful but sustainable in the long term.
As we venture into these new states and new markets, I am more than confident that Mr. Gamble is going to be a loyal companion and guide for many players looking to take that first step towards casino gambling.
The Strategic Vision Behind Mr. Gamble’s US Expansion
Expanding into Pennsylvania, and West Virginia is a strategic move that aligns perfectly with Mr. Gamble’s growth plans. These states have been specifically chosen for their thriving and expanding markets, clear regulatory frameworks, and strong player engagements.
West Virginia has shown a growing interest in online gambling, making it a tempting choice for expansion.
Our success in New Jersey was a prime factor in this decision. The positive feedback and solid performance of our site have validated our approach and showcased the potential for growth in other states. This experience has given us a good confidence boost as we venture into these new markets. We are confident that our offerings as well as adherence to regulatory standards will resonate with our readers.
For Mr. Gamble, entering West Virginia is a natural progression. These new states provide markets with strong regulations that give priority to player safety. Given our achievement in New Jersey, I am optimistic that our site will connect with players in these states just as effectively.
Positive Response from Our Readers
The feedback we have received since expanding into the US has been exceptionally gratifying. Both our operator partners and readers have shown great enthusiasm for what Mr. Gamble has to offer. Our dedication to transparent high-quality content and user-centric experience has clearly struck a chord with the US audience.
From my point, the feedback has been overwhelmingly positive. Readers have praised our honest reviews and transparent information, highlighting their satisfaction with the reliability of our content. The feedback mirrors our commitment to building trust and delivering good value to our readers.
Our casino operator partners have also expressed their appreciation for our marketing approach. They have noted that our effective marketing strategies and transparent methods have contributed significantly to their positive experiences.
One partner remarked, ‘Mr. Gamble’s clear, straightforward approach and dedication to high-quality content and exclusive bonus offers have made our collaboration both smooth and rewarding.’
What Players in Pennsylvania and West Virginia Can Expect
Players in Pennsylvania and West Virginia are in for a treat with Mr. Gamble’s arrival. Players can enjoy reading comprehensive reviews of licensed and regulated casino sites, get their hands on exclusive casino bonuses and enjoy a wide range of games by the world’s leading game developers. Whether you are accessing our site from your laptop or mobile device, we have optimised the experience so you can navigate the site without any issues.
We are also rolling out state-specific casino bonuses. Expect generous welcome casino bonus offers, free spins, no deposit bonuses and match deposit offers designed to boost your bankroll. We regularly update our page so you always have access to the latest casino promotions.
Mr. Gamble’s website features a user-friendly design with handy filtering options, making it easy to find exactly what you are looking for. The site has been created with different player needs in mind, ensuring a smooth and enjoyable experience as you explore the best casinos and bonuses available in your state.
Promoting Responsible Gambling: Play Smart with Mr. Gamble
At Mr. Gamble, our dedication to responsible gambling is unwavering. We strive to ensure that our readers enjoy a secure and enjoyable experience by featuring only licensed casinos that follow regulatory standards religiously.
Responsible gambling is a fundamental principle for us as we enter the US market. We are committed to equipping readers with the necessary tools and resources they may require to gamble responsibly. Every casino we promote meets the highest standards for fairness, security and player protection.
Our team’s effort has been key to our successful expansion into these new states. From content to development and marketing, every department has worked tirelessly to achieve our goals. Their hard work is the driving force behind our progress and I am incredibly proud of this monumental achievement.
The potential in the US market is enormous and the positive feedback we have received is only the tip of the iceberg. As we continue to grow, I am excited about what the future holds and that the presence of our site in these states will only strengthen, setting the stage for further expansion in the years to come.
Mr. Gamble: Gamblers’ One Stop Shop
Mr. Gamble stands at the very front of iGaming affiliating, offering in-depth and frank casino reviews as well as expert insights for gamblers. With a strong presence across multiple regulated markets, we are dedicated to delivering reliable information while promoting responsible gambling practices.
Since launching, Mr. Gamble has gained recognition and scooped up awards for its commitment to transparency and fairness. We pride ourselves on providing unbiased reviews of online casinos, slot and casino games and clear terms for casino bonuses and promotions.
Our main goal and mission is to equip players with all the necessary information to help them make informed choices, thus ensuring a safe and enjoyable gaming experience.
Gambling in the USA
Snoqualmie Casino Announces Exciting Rebranding to Snoqualmie Casino & Hotel Ahead of Major Expansion
Snoqualmie Casino has announced its rebranding to Snoqualmie Casino & Hotel, reflecting an exciting new chapter in the venue’s history as it embarks on a much-anticipated expansion. Set for completion in mid-2025, this project promises to elevate the guest experience, making Snoqualmie Casino & Hotel a premier destination for entertainment, relaxation, and culinary excellence.
The cornerstone of the expansion is the construction of a luxurious hotel, which will offer guests unparalleled comfort and stunning views of the Snoqualmie Valley and Mount Si. With a focus on sustainability and modern design, the hotel will feature upscale accommodations, a full-service destination spa, and amenities that cater to both leisure and business travelers. Plus, there are architectural details inspired by Snoqualmie culture from a modern slant roof hotel design representing the original longhouses of the Snoqualmie Tribe’s ancestors to carefully chosen artwork placed throughout for guests to enjoy.
Snoqualmie Casino & Hotel’s destination spa will offer an immersive escape that blends relaxation with the healing power of nature. Nestled in the serene landscapes of the Pacific Northwest, the spa provides a range of rejuvenating treatments. Experience the perfect blend of wellness and nature where luxury, tradition and innovation come together for an incredibly transformative experience.
“It is my honor and privilege to announce that Snoqualmie Casino has now become Snoqualmie Casino and Hotel. Over the past three years, the Snoqualmie Tribe and Casino have been diligently working to bring a one-of-a-kind, world-class hotel to the Snoqualmie Valley,” said Interim CEO Mary Lou Patterson.
In addition, Snoqualmie Casino & Hotel will expand its gaming floor, introducing an array of new options to enhance the entertainment experience for guests. This expansion will include the latest slots, electronic and traditional table games, as well as a dedicated high-limit gaming area for discerning players seeking a more exclusive gaming experience.
One of the highlights of the expansion is the development of a state-of-the-art 2000-seat entertainment and convention center. This versatile venue will host a variety of events, from concerts to conferences, positioning Snoqualmie Casino & Hotel as a key player in the region’s entertainment landscape. With cutting-edge technology and a focus on guest comfort, the center will attract top-tier talent and events, making it a must-visit destination.
In addition to the award-winning Vista Prime Steaks & Seafood, 12 Moons, and Falls Buffet, a new sports bar and grill will be introduced to provide patrons with the ultimate game day experience. Other new dining options, set to open later, will showcase local ingredients and flavors, ensuring a memorable culinary experience for guests.
Snoqualmie Casino & Hotel recently launched a brand-new valet garage. The dual level indoor and outdoor structure, with 600 additional spaces, doubles the previous capacity for valet parking creating easier access into the casino. This is the first piece of new development at Snoqualmie Casino & Hotel that has opened for immediate use. The entire project anticipates creating numerous job opportunities for local residents, contributing to the economic growth of the Snoqualmie area.
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