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Elys Game Technology Bets Big on U.S. Market with Third Location
Elys Game Technology Corp. is a growing sports betting and iGaming platform globally in regulated B2B and B2C markets. In particular, the online gaming platform has achieved success in the robust Italian market in part by bringing sports betting to small business venues, and it is now aggressively expanding across North America and setting up new trends in the evolving U.S. sports betting landscape.
The small business sportsbook model could provide Elys with the leverage to be a significant challenger to more established players like DraftKings, FanDuel, and BetMGM.
Whenever a new company enters a market, it’s important for investors to look at its competitive advantages. These advantages are what will attract customers and help the company win market share away from its competitors. In Elys’ case, it has two key advantages.
Advantage 1: Small Business Sportsbooks
Elys Game Technology offers a convenient way for small businesses to offer cost-effective sports gambling to their most loyal customers.
This model has already proved successful at Elys’ first U.S. location – Grand Central Sportsbook in Washington D.C. The company reports that the location has been a significant revenue driver for the company, averaging $67,500 per month in Gross Gaming Revenue (GGR) for the operator, which is approximately 700% above initial expectations. Its success has also encouraged Elys to open two more locations in D.C.
While major companies like DraftKings and FanDuel are spending hundreds of millions to dominate the national conversion, Elys is winning customer loyalty by going local.
Advantage 2: The “Best Odds” Model
Elys Game Technology has also won favor among bettors due to its unique “best odds” approach. The “best odds” model is an odds-making strategy aimed at attracting and retaining clients by providing the most competitive odds on various sporting events. This approach prioritizes long-term customer loyalty over short-term market share growth. It is another example of how Elys is going against the grain of the industry.
Most major players in the industry have won market share by spending millions on marketing campaigns and offering steep customer promotions. But, while promos might drive short-term signups, they do not always lead to long-term customer loyalty.
If Elys Game Technology’s “best odds” model proves to offer a better customer experience, then it could help the company dethrone larger competitors as America’s preferred sports betting platform.
Sports Betting in the US
In 2018, the Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA). This paved the way for each state to determine its own sports betting laws. Since then, legal sports betting has taken off in the US.
30 states have already legalized sports betting in some capacity. Revenue from legalized online sports betting is projected to hit $7.62 billion this year, according to Statista.
By 2027, this market is expected to reach $31.09 billion, growing at a compounded annual growth rate (CAGR) of 12.89% over 2023-2027.
Statista estimates that just under 50 million Americans will participate in sports gambling by 2027, roughly 19% of the adult population.
To understand the popularity of sports betting in the US, investors should look no further than the success of the National Football League (NFL). The NFL Championship – the Super Bowl – routinely draws in around 100 million viewers. And, of the 50 most valuable sports franchises in the world, 30 are NFL teams.
Sports betting will likely continue to grow in America, thanks in large part to the popularity of the NFL. As sports betting becomes more mainstream, providers like Elys, with their extensive experience in the industry, appear well positioned to join in the success.
Elys Game Technology U.S. Expansion Plans
Elys Game Technology recently announced plans to expand its footprint in Washington D.C. by adding a third location on H Street. This new location will build on the success of Elys’ other two D.C. locations: Grand Central Sportsbook and the Cloakroom Gentlemen’s Club Over Under Sportsbook Lounge.
Elys plans to use this D.C. base to expand sequentially into the following states:
New Jersey
Louisiana
Kentucky
Colorado
Indiana
Illinois
Michigan
Once it has established a foothold in local bars/restaurants, Elys will have plenty of room to expand its offering outside of just sports betting. This is because it offers a full suite of omnichannel leisure gaming products and services including online casino and slot games, poker, bingo, lottery, and more interactive gambling games.
Wazdan, the leading gain-focused developer, is all set to head to the United States this May for the region’s premier iGaming gathering – SBC Summit Americas.
The supplier’s upcoming attendance in Florida at the Broward County Convention Centre, Fort Lauderdale, follows an impressive year of expansion across North America, with over 100 of its iconic titles now live with leading operators in Michigan, New Jersey, Ontario, Quebec and Pennsylvania.
A strong Wazdan cohort has been assembled for the summit, including the company’s CCO, Head of Sales, Head of Account Management, and a pool of Senior and leading Account Managers who will be on hand at Booth D650.
The studio’s portfolio of top-performing titles across the Americas are set to be showcased, featuring 9 Coins™, 15 Coins™ Grand Gold Edition, Mighty Wild™: Jaguar, Hot Slot™: 777 Cash Out, as well as the eye-catching new Burning Board™ Scratchcard offering set to revolutionise the scratchcard experience.
Attendees visiting Booth D650 will also have the chance to walk away with more than just industry insights and a deeper understanding of the Wazdan portfolio – with the supplier bringing the thrill of winning to SBC Summit Americas. Current and potential partners will be able to take part in exciting prize draws for iPhones, AirPods, AirTags and a range of additional Wazdan merchandise.
Running from May 13th to 15th, SBC Summit Americas is set to bring together more than 10,000 industry professionals and host over 400 exhibitors and sponsors, setting the stage for unparalleled networking, knowledge exchange, and growth opportunities in North, South, and Central America.
Andrzej Hyla, Chief Commercial Officer at Wazdan, said: “SBC Summit Americas is where the industry’s future across the region takes shape. With over 100 certified games throughout the Americas, operating in more than 30 regulated markets and partnered with 1,500 plus operators worldwide, Wazdan is perfectly placed to lead the charge.
“Wazdan’s global presence has been underpinned by our ability to stay ahead of the curve, and we look forward to showcasing this to partners old and new, featuring a staggering $15.5 million promotional budget for the entirety of 2025 and our upcoming Burning Boards™ Scratchcard product.”
Innovative games provider ESA Gaming has received Brazilian Certification as it continues to focus on new markets.
The certification will allow ESA Gaming to distribute both its games and Game Aggregator System (GAS), to players and operators throughout Brazil.
With a mix of non-traditional content such as football-themed mine games and crash style games, as well as established casino classics, ESA’s games have a proven cross-selling capacity, without cannibalisation, helping sportsbooks to prolong brand loyalty and add revenue.
ESA Gaming has enjoyed a positive 12 months of growth, signing numerous agreements in key territories, as well as expanding its portfolio with the addition of multiple slot titles and, most recently, its first Plinko game; Plinko Drops.
The supplier also holds certifications in Portugal, Italy, Greece, Colombia, South Africa as well as an MGA supplier licence, highlighting the provider’s intentions to grow its product range in regulated markets.
Thomas Smallwood, CCO at ESA Gaming, said: “Receiving our Brazilian certification is a hugely exciting moment for us in our step towards expansion in LatAm. The Brazilian market has a huge potential and we are eager to see how our titles are received.
“It is the first important milestone of 2025 for us that we hope can act as a springboard for further growth.”
INTRALOT S.A. is pleased to announce that its U.S. subsidiary INTRALOT, Inc. has extended its gaming systems contract with the New Hampshire Lottery Commission for an additional seven years, ensuring continued cutting-edge technology and high-quality services support through September 2033.
This extension marks the continuation of a win-win partnership between INTRALOT and New Hampshire Lottery that began in 2010 and the first deployment of INTRALOT’s cutting-edge LotosX Omni gaming platform in the US. The platform will be deployed on Cloud infrastructure, ensuring New Hampshire’s lottery benefits from enhanced resilience, scalability, and top-tier security. As part of the agreement, New Hampshire’s lottery technology infrastructure will be upgraded with new INTRALOT terminals, the award-winning PhotonX (1700 units), as well as Gamestation self-service terminals and Dream Touch Flex vending machines (900 total).
“For more than 15 years, INTRALOT has been a critical partner of the New Hampshire Lottery, providing innovative solutions supporting our record growth,” said Charlie McIntyre, Executive Director, New Hampshire Lottery. “As part of this renewed partnership with INTRALOT, we are looking forward to offering our retail network new lottery terminals, and we are pleased to be offering our players two new self-service machines, including the touch screen Dream Touch Flex vending machines. Our mission in New Hampshire is to maximize net profit, all of which is earmarked for public education. Since 1964, we have raised nearly $3 billion for the students, teachers and schools in our state. We look forward to continuing our relationship with INTRALOT, whose advanced technology will assist in responsibly increasing both sales and our contributions to education.”
“We are delighted to be rolling out our LotosX technology with our second NASPL lottery”, said Richard Bateson, CEO of INTRALOT, Inc. “In New Hampshire we have a great partner, and we are a vendor to one of the most successful lotteries in the US. We look forward to working with Executive Director McIntyre and his team to support the next chapter of the New Hampshire Lottery Commission’s success”.
INTRALOT’s LotosX Omni platform integrates the most advanced technologies and operational features in the gaming industry and is already installed and operating at the British Columbia Lottery Corporation (BCLC) in Canada and in other countries such as Greece, the Netherlands, Germany, and Taiwan.
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