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iCasino and lessons learned from across the pond
The rollout of regulated online casino in the US has been slower than many anticipated with only a handful of states having embraced the vertical alongside sports betting. But you only need to look to more established markets such as Europe to see that casino is the main driver of revenues, providing the stability that operators need for the market to be viable in the long term.
Even with the limited market size at present, online casino presents a massive opportunity stateside, but operators must deliver a world-class entertainment experience if they are to acquire and retain players at the scale needed.
This goes beyond bonuses and game selection and to more fundamentals such as seamless customer onboarding, a smooth in-app UX and localised payments.
Savvy US operators will be looking to established markets such as the UK to understand how they can continue to develop their iCasino offerings to not only meet but exceed consumer expectations.
It must be remembered that operators are competing with the likes of streaming, gaming and e-commerce when it comes to where consumers spend their entertainment hours and dollars, and this sets a very high bar for the overall customer experience. So where can the greatest improvements be made?
Martyn Hannah, Managing Director of online casino comparison site, Comparasino, says that payments are a key focus for players, especially when it comes to payouts.
Comparasino has a proprietary recommendation engine and from the data it generates it’s possible to understand emerging player preferences. Hannah says that more and more players are now searching for fast withdrawal casinos, as well as those that offer payment methods such as PayPal and Apple Pay.
“The methods available to players for depositing and withdrawing are an important factor players consider when deciding which casinos to play at. Visa and Mastercard are always a must, but many now want to make payments using digital and mobile wallets like PayPal, Google Pay and Apple Pay. This aligns with wider payment trends and the rise in usage of these methods for day-to-day transactions.
“Of course, a major upside to these alternative payment options is the transaction speed they provide, especially when it comes to payouts. Players want their winnings without delay, and digital wallets as well as open-baling solutions provide the near instant withdrawals they are seeking.”
Bonusing is another factor that players consider. Historically, operators in the UK have become locked in a bonusing battle with deposit matches getting bigger and literally hundreds of free spins being included in welcome offers. But recent regulation changes have meant that casinos have had to reign in their promos, making it harder for them to differentiate.
Hannah says this is not a bad thing as it gives online casinos the chance to change their approach to bonusing and be more transparent and fairer with the promotions they are running.
“With operators being limited on the bonuses they can offer to UK players, they are having to look to other ways to stand out from the competition. This has seen a rise in the number of no wagering bonuses, and this is absolutely a good thing.
“Wagering requirements are underhand, with most casual players not understanding how they work. By removing it and letting players keep their winnings, casino brands can build more trust with players and ensure their experience is positive from the off.
“US online casino operators really should consider doing away with wagering requirements, especially in the early days of the market where acquisition costs are rising and players are happy to jump between brands until they find the one that really offers what they are looking for. By removing the wagering requirement, they better position themselves as a brand for players to go back to having had a great first experience.”
Even in established markets such as the UK, there is still a lot of player education that needs to take place, certainly around areas like player onboarding and the information they are required to give to the casino, as well as why transactions can be delayed and even how slot games work.
Hannah says this is why operators should work more closely with online casino comparison sites as they do a lot of work when it comes to building trust between player and brand and educating players about the world of online casino.
“At Comparasino, we see it as our responsibility to help players understand how online casino works, from how payments are made to the responsible gambling tools they can use to stay in control of their play. To help with this, we recently launched a blog where we are compiling articles, interviews and explainers from experts across the industry.
“US online casino operators should look to work more closely with their affiliate partners when it comes to player education and even supplement this with their own knowledge hubs for the players already signed up to their brands.”
iCasino may have had a slow rollout in the US so far, but over time additional states will undoubtedly extend their regulations so that licensed operators can offer it. But until then, there’s still a huge opportunity to explore and the brands that offer a truly compelling player experience will be the ones in the driving seat to maximise this and enjoy long-term success in the market.
By looking to brands in established markets such as the UK, operators can see exactly what players expect and then make sure they are offering it to them.
AGS Interactive has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.
Local players in Connecticut can now enjoy three of AGS’ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.
AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.
The launch represents AGS’ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.
Zoe Ebling, VP of Interactive at AGS, said: “Entering Connecticut is a huge milestone for us. It’s not just another market, it’s a testament to the momentum our interactive division has built across the US.
“By bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, we’re giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesn’t just deliver games, we deliver experiences that resonate. We’ve seen firsthand how our land-based hits translate online, and we’re excited to roll out even more content throughout the year.”
The National Football League (NFL) announced a partnership with the International Center for Responsible Gaming (ICRG) to address growing concerns around gambling behaviors among college athletes and students. The NFL Foundation will contribute $600,000 over three years to support independent, peer-reviewed research being led by the ICRG that aims to explore the prevalence, risk factors, and impacts of gambling behaviors in these populations.
While initial studies have indicated that college athletes may be at higher risk for gambling problems, there remains a lack of comprehensive, current data on how college populations interact with online sports betting platforms. This NFL-ICRG initiative will empower independent researchers to explore a wide range of topics with the goal of informing data-driven prevention strategies, education, and policies aimed at reducing gambling-related harm. Grant applications will be peer-reviewed prior to the selection of the final recipient by the ICRG Independent Scientific Advisory Board.
Additionally, the NFL will fund an update to the ICRG’s “Talking with Children About Gambling” educational resources to equip parents, coaches, and educators with practical guidance to help prevent youth gambling exposure before college. Educational materials will be widely available online and distributed to schools, community sports organizations, and youth programs nationwide.
“We’re proud to partner with the ICRG to advance research that can drive meaningful solutions and address a critical gap in the understanding of gambling behaviors among college athletes and students. This initiative reflects our ongoing commitment to promoting responsible gambling and fostering a safe and supportive environment for athletes, fans, and communities,” said Anna Isaacson, NFL senior vice president of social responsibility.
“The NFL has once again demonstrated its commitment to player and fan protection by supporting this critical research targeting young adults. The NFL and ICRG together will make a meaningful contribution to understanding and implementing policies and programs that support a safer gambling environment,” said Arthur Paikowsky, president of ICRG.
Aristocrat Interactive, under NeoGames US LLP, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery program using NeoGames’ iLottery platform and games.
This new deal will provide the Michigan Lottery with eInstant games, draw-based games, and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio, along with continuing to leverage the company’s iLottery technology, which includes:
• NeoSphere player account management platform
• NeoDraw draw games system
• NeoCube Business Intelligence solutions; and
• NeoEngage – Aristocrat Interactive’s overall customer and data experience solution.
Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specializing in the lottery, casino, and sports betting industries. Under the deal, Aristocrat Interactive will lead the Michigan Lottery’s CRM marketing efforts, including promotions and customer communications, and will deliver managed services including staffing, a customer service center, payments management, third-party integration, compliance, and responsible gameplay solutions.
“This collaboration is a sign of our commitment to being a leader in the iLottery space and a win for players and public education in Michigan as we look to further enhance our offerings, deliver an entertaining iLottery experience, and drive incremental revenue to the School Aid Fund. Aristocrat Interactive has a proven track record of providing the industry’s leading technology, comprehensive player services, and engaging content for lotteries around the world. We’re confident this new deal will help us continue to be a leading innovator in this exciting digital space,” said Suzanna Shkreli, Commissioner of the Michigan Lottery.
“The Michigan Lottery is a trailblazer in the U.S. iLottery industry, and we’re proud to be a strategic partner for their business. This multi-year agreement is a testament to the proven strength of the Aristocrat Interactive platform, our commitment to innovation, and the long-term value we provide to our customers,” said Chris Shaban, Managing Director of Aristocrat Interactive iLottery.
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