Gambling in the USA
Streaming ahead in the battle for brand supremacy
Michael Pedersen, Chief Commercial Officer at Livespins, says US operators are changing tack in how they market to players and that streaming presents a big opportunity to acquire customers at scale for a strong ROI
Operators have spent big to maximise the first-mover advantage on the table in the US states that have legalised online sports betting and casino for the first time. This has seen many become locked in a fierce battle with their rival brands over market share – a battle they have, in some instances, been keen to win at all costs.
Everyone is aware of the significant TAM and opportunity of the North American market and this in turn has led them to buy their way to the largest slice of the pie. For some with deep pockets, this has absolutely been the right approach to take as there’s a significant advantage to be gained from being among the first brands to be associated with the new horizon of OSB and iGaming in the mind of the consumers trying to navigate the space.
This is because it allows the operator to capture the early interest in legal sports betting and casino when the market opens up and to present their brand as being the best play to sign up and wager at.
But this is an expensive game to play and requires very deep pockets indeed. In past months, we have seen a shift in investor sentiment with many starting to question whether the open chequebook approach will ultimately pay off. Brand building takes time, but investors need to see a path to profitability and right now the path ahead appears to be a little bumpy.
This has seen operators rethink their marketing strategies and reel in the free-spending approach they have relied on to date. Brand awareness and customer acquisition can also be achieved in many medium-sized pushes, by spending smart and not necessarily spending big. Channels such as streaming have the potential to turbo-charge acquisition and retention and deliver the ROI operators are looking for.
Until now, operators have remained cautious when it comes to streaming – especially following Twitch’s decision last year to ban certain operators from using its platform. But this is where Livespins comes in. Because it sits within the casino lobby, operators have full control and players are afforded the same responsible gambling tools required under their state licence as when accessing the sportsbook or casino.
This means that operators can tap into the huge and growing demand for streaming among a wide and varied consumer base while being confident, they are doing so compliantly at all times.
Streaming is highly effective at allowing operators to engage the lucrative but hard-to-reach Millennial and Generation Z demographics, and to introduce them to their brands and the entertainment experiences they offer for the first time. These really are hard-to-reach consumers, with many already engaged with other entertainment options like video streaming, mobile gaming and social media.
Just as important, streaming products such as Livespins can be used to retain players and also unlock more value from existing marketing partnerships operators have in place.
Livespins allows players to bet behind their favourite streamer, meaning they are directly involved in the action playing out across the reels. Of course, streamers can also be brand ambassadors, allowing operators to deploy celebrities and influencers within the Livespins experience. This means that players can join their favourite celebrities during the stream and bet with them.
Not only that, but they can chat with them and the other players throughout the broadcast while also dropping reactions and emojis. This changes brand ambassador marketing from passive to active and allows operators to monetise directly and instantly through the bet behinds being placed. It can also be a great way for land based operators to utilise their on-property talent inside their online offering and hence strengthening their omnichannel strategy.
There is another potential upside for operators, especially mid-level brands that might not have the budgets to work with household name sports stars and celebrities. So long as they have a very clear understanding of their target audience, micro-influencers and streamers can be onboarded as brand ambassadors with an attractive ROI generated from day one.
The marketing winds are now blowing in a different direction, and it will be interesting to see the channels operators turn to for acquisition and retention. Streaming can move the needle in both areas while allowing operators to stand out from their rivals by proving player experiences that are unique to their brand. And this ultimately makes it a must-have in an operator’s marketing mix.
Gambling in the USA
Abbiati Casino Equipment and Hawkins Holdings Form Strategic Alliance to Expand Presence Across the Americas
Abbiati Casino Equipment, a globally recognised leader in premium casino equipment and technologies, announced a strategic partnership with Hawkins Holdings to strengthen its presence across North and South America. As part of this initiative, seasoned gaming executive Roger Hawkins has been appointed Brand Ambassador and Strategic Consultant for the Americas.
With more than 20 years of executive leadership in the global casino and gaming industry, Hawkins will spearhead the company’s efforts to expand its footprint throughout the Western Hemisphere. His role will include market development, strategic partnerships, regulatory positioning, and the promotion of Abbiati’s legacy of Italian innovation, craftsmanship, and integrity.
“This partnership is about more than market entry – it’s about building deeper awareness, driving product adoption, and reinforcing Abbiati’s commitment to quality across every pit and poker room in the hemisphere,” said Hawkins.
Giorgio Abbiati, CEO of Abbiati Casino Equipment, said: “We have proudly served clients in the Americas for many years, but the time is right to deepen our focus. Roger’s knowledge of our products and his insight into the market make him the ideal partner to lead this next phase.”
Gambling in the USA
Catawba Two Kings Casino Resort Rising in Kings Mountain as First Year of Construction is Completed
Significant construction has been completed during the first year of work on the $1 billion Catawba Two Kings Casino Resort in Kings Mountain, N.C., a site off Interstate-85 only 35 miles from Charlotte and close to the South Carolina border.
Construction on all aspects of the project is in full swing, with the foundations for the casino complex and hotel completed several months ago, the casino complex at its full height and expanding horizontally, and steel continuing to rise for the 24-story, 385-room hotel. The hotel tower framing is now 10 stories high, with an additional floor being added nearly every week. At completion, the hotel will be connected to the casino complex.
The casino complex includes the introductory casino on the first level, three levels of covered parking, a back-of-house level and top level with the main casino floor and restaurants. The introductory casino, set to open in spring 2026, will include 1350 slot machines, 20 table games, a 40-seat restaurant, a bar, sports betting kiosks, and Lucky North Rewards desk.
The introductory casino will replace the current temporary (prelaunch) casino, which continues to grow in popularity as it nears its fourth anniversary on July 1.
The main casino complex is targeted to open in 2027. It will be about 2 million square feet and feature:
• 4300 slot machines
• 100 table games
• 11 dining outlets, including a steakhouse, Italian restaurant, marketplace with six venues, café, and grab-and-go outlet
• A players lounge
• 11 bars, including a center bar and sports bar
• A 2700-space parking garage built under the casino complex and 800 surface parking spaces
The project has created hundreds of construction jobs. Upon completion, the casino resort will employ an estimated 2200 regional residents and citizens of the Catawba Nation.
“This casino resort will be an economic game changer for Catawba citizens and a force to drive the economy of Cleveland County and the City of Kings Mountain. This project is a testament to our resilience, our commitment to self-sufficiency, and our determination to build a better future for ourselves and our future generations,” Catawba Nation Chief Brian Harris said.
Harris noted the temporary casino is contributing to many community and charitable organizations in the region, and that will only increase as the full casino resort opens.
The project is being led by the Catawba Nation Gaming Authority under Vice President Trent Troxel, with Yates-Metcon as the construction general contractor; Delaware North as the gaming management, development and hospitality consultant; and SOSHNY Design architects.
“Once again, I want to thank the Cleveland County, City of Kings Mountain, federal and state leaders who have supported the Catawba Nation’s efforts develop the casino resort in its ancestral lands in North Carolina,” Harris said.
Work has also been completed on two key infrastructure projects for development of the permanent casino resort that were funded by the Catawba Nation: doubling the size of the Dixon School Road Bridge over I-85 near the casino entrance and installing new sewer lines near the casino.
Gambling in the USA
Seminole Hard Rock Hotel & Casino Tampa Named Luckiest Casino in US by Casinos.com
Seminole Hard Rock Hotel & Casino Tampa has been named the luckiest casino in the US according to a recent study conducted by Casinos.com. The resort claimed the top spot based on an in-depth analysis of Tripadvisor reviews, measuring the frequency of luck-related keyword mentions.
With a 25.49% luck rate, Seminole Hard Rock Tampa topped the list thanks to glowing guest feedback, including frequent mentions of jackpots, hand pays and bonus wins. 50 reviews mentioned the word “jackpot,” and 19 even referenced a “hand pay.”
Casinos.com tracked keywords such as lucky, luck, won, winning, success, jackpot, hand pay, winner, bonus, profit to determine which U.S. casinos inspired the most winning moments among visitors.
“I hit 4 jackpots. I stayed one night. I had a blast. The machines are as loose as anywhere else,” wrote one Tripadvisor reviewer, noted Casinos.com, capturing the essence of why the casino landed in the No. 1 spot.
“We’ve always known this was a lucky casino, but it’s exciting to see that recognized through data-driven research. It’s a testament to the vibrant energy on our casino floor and the unforgettable experiences we strive to create for every guest,” said Steve Bonner, President of Seminole Hard Rock Hotel & Casino Tampa.
The ranking reinforces Seminole Hard Rock Tampa’s reputation as one of the premier gaming and entertainment destinations in the US. Seminole Hard Rock Tampa was not involved in the study and was unaware of it until the results were publicly released.
Over the past year, Seminole Hard Rock Tampa has paid out nearly 839,000 jackpots totaling more than $2.45 billion, continuing to deliver thrilling high-stakes gaming. Since May 1, 2024, the casino resort has awarded 375 jackpots of $100,000 or more, amounting to an impressive $61 million in winnings. Notably, 47 of those massive wins stemmed from bets of $5 or less and nine came from wagers of $3 or less.
Seminole Hard Rock Tampa offers a fully integrated casino experience with a sleek, modern design and welcoming atmosphere of 245,000 square feet of gaming space and entertainment. With 5230 of the hottest slot machines and a full range of table games such as poker, blackjack and baccarat, there is no shortage of opportunities to win. Additionally, guests can enjoy live craps, roulette, and sports betting at their leisure.
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