Gambling in the USA
Exclusive interview with Joonas Karhu (Bojoko.us)
Bojoko is an award-winning online casino affiliate that has dominated the UK market since its launch in 2017. But now it is making a play in the fast-growing US market via Bojoko.us. We sat down with Joonas Karhu from Bojoko to learn more about what the company has planned for the US where it has recently launched in West Virginia and Michigan, and whether the market has lived up to its potential so far.
You have been live in the US market for many months now. Has it lived up to expectations or has it proved to be more challenging than expected?
From an affiliate’s perspective, the intent that players have is quite universal and that is to find a gambling site that has a solid offering from bonuses to payment methods, is reliable and preferably is peer-reviewed. Of course, it needs to be marketed by the affiliate in a way that players want to engage with the brand and what it has to offer. This is the same in the US as it is in other regulated markets around the world.
In terms of being more or less challenging than anticipated, prior to making our entry into the US we expected the process of applying for affiliate licenses to be paperwork heavy and laborious. But we have been pleased to discover that this has not been the case with regulators in each of the markets we are currently live in – New Jersey, West Virginia and Michigan – very welcoming and committed to making the process as smooth and seamless as possible.
What have been the main challenges faced and how have you overcome them?
It is better to consider the US as 50 countries instead of one. There are tremendous differences between states in terms of legislation and compliance, as well as what each operator offers to players in terms of brands, bonuses, payment options, etc. The Bojoko platform was not initially built for such a complex setup, so we have had to rethink and rebuilt the site’s infrastructure almost from scratch. This was ultimately an excellent exercise for us because we hadn’t undertaken such a thorough audit since we launched in 2017. I also believe it puts us in the driving seat to succeed in Canada which will undoubtedly take a similar province-by-province approach as the US.
You recently launched in West Virginia and Michigan – what are your plans for these states?
When we launch into any new market, we spend the first few months gathering data to better understand what the local quirks and player preferences might be in terms of what they look for in the online casino brands they want to play at. We also want to make sure that we are providing the information that players in that state/market are seeking while also allowing them to browse and choose the brands that best match their preferences. From this, we can then improve our offering in each state and this is exactly what we are now doing in West Virginia and Michigan. Ideally, we would scale Bojoko with the same technical template across the US and beyond, but we know we must be flexible and localise for each market if we are to succeed.
How do you think these states will stack up against the likes of New Jersey and Pennsylvania?
I will give you a direct answer to what is a direct question. I have no idea. It is still very early days for all US markets so we will just keep having to collect and analyse data and see how it all plays out in the long term. That being said, we believe that all regulated online casino states have tremendous potential and that is why our plan is to apply for and secure licences in each.
Are you localizing Bojoko to each state? If so, what does that entail?
I began my career working in the Finnish market, first working with the Finnish monopoly operator Veikkaus and then moving abroad and working with big international companies active in the Finnish market. One of the most important factors in the market that separated growth companies from laggards was localisation. How well a brand could localise, in as micro-level as possible, made all the difference and I think it will absolutely be the same in the US. That is why at Bojoko we will continuously analyse states on an individual basis and work tirelessly to localise to the most micro level that we can.
How are you using your experience in the UK and other markets to guide your approach in the US?
The combination of explicit and tacit knowledge that our 15-person team has learned over the years will help guide us towards success in the US. The many trends and changes the team has seen in player preferences, as well as in terms of regulation and compliance, give us the experience and understanding needed to take on the US market and come out on top. We have always believed in regulation, licensing and compliance, and know exactly how to work within the rules while still providing a valuable product and service to players. I believe this is what sets us aside from other affiliate organisations.
Do you still believe the US will be one of the largest – if not the largest – legal online gambling markets in the world?
For me, there is no doubt about it. Sports betting has been the biggest focus for companies so far in the US, but I think over the years this will shift towards casino which is historically a more stable and profitable vertical for operators. The US market is only just getting started and I for one cannot wait to see how it is going to unfold. Of course, Bojoko will play a key role in helping players find the best brands for them.
Gambling in the USA
Spin Your Way to Political Fun in Slotland and WinADay’s Race for Office MegaMatrix Slot
The drama of the 2024 U.S. elections is here, and players can take advantage of extra bonuses to play Race for Office, Game of the Month.
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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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