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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 itâs 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.
âThe 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.
âOf 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.â
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.
âWith 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.
âWagering 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.
âUS 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.â
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.
âAt 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.
âUS 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.â
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, thereâs 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.
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RESORTS WORLD LAS VEGAS NAMES TOM MCMAHON SENIOR VICE PRESIDENT OF SLOT OPERATIONS AND MARKETING

Resorts World Las Vegas is continuing the expansion of its executive leadership team with the appointment of Tom McMahon as Senior Vice President of Slot Operations and Marketing.
A respected leader with more than two decades of experience in gaming and hospitality, McMahon steps into his role effective immediately.
âTomâs deep expertise in luxury casino operations and marketing makes him a powerful addition to our team,â said Carlos Castro, President and Chief Financial Officer of Resorts World Las Vegas. âWe look forward to the leadership he will provide in this essential function at Resorts World Las Vegas.”
McMahon has held senior roles at some of the most recognized names in the industry, including Wynn Resorts, Bellagio Resort & Casino, Las Vegas Sands, Venetian | Palazzo and most recently Sycuan Casino Resort. At Resorts World Las Vegas, he will lead initiatives across slot operations, marketing and the Genting Rewards Loyalty Program, with a focus on innovation, guest engagement and operational excellence.
Said McMahon, “Returning to Las Vegas to join a forward-thinking property like Resorts World is an incredible opportunity. I am eager to help shape the next chapter of growth by enhancing the guest experience and building on the strong foundation already in place.â
For more information about Resorts World Las Vegas, please visit rwlasvegas.com.Â
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Aristocrat Gaming and Aristocrat Interactive to Debut Innovative Firsts at the Oklahoma Indian Gaming Show 2025

Aristocrat Gaming and Aristocrat Interactive will showcase four world premieres in land-based gaming, and innovative solutions for tribal customers in booth #242 during the Oklahoma Indian Gaming Show (OIGA), taking place July 14-16 in Oklahoma City, OK.
Making its first public appearance, Polar High Roller Super Lightning Wilds will be a Class II gaming highlight of the show, evolving the player-favorite Lightning Wilds brand, bringing it to new premium hardware on the Marquis three-reel cabinet. Additional features include popular Class III mechanics like Hold & Spin and a digital wheel, combined with classic touches including Red Screen Free Spins. Polar High Roller Super Lightning Wilds will be on the popular $UPER HIT$ JACKPOT$ $250k MSP link.
In an Aristocrat Gaming first, the company will introduce a Class II Bartop. The all-new Bartop will feature VGT by Aristocrat Gaming classics like The Hunt for Neptuneâs Gold, with more to follow.
Making its trade show premiere, All-Star Scratchers brings a unique, innovative gaming experience to the Neptune Single and MarsX Portrait hardware. This new bespoke game allows players to form any combination of their favorite VGT characters including Hot Red Ruby, Mr. Money Bags, Lucky Ducky, and Jewel. All-Star Scratchers also features even more Red Screen Free Spin action with four different bingo cards at play at once, resulting in more fun and excitement.
In Class III, Chief Inferno will also make its world premiere. Housed on the MarsX Flex, Chief Inferno is an extension of the popular Buffalo Chief family, featuring classic Chief stack multipliers, now with all-new enhanced Gold Coins that create even larger Chief stacks, as well as a popular bonus meter.
Presented on the Marquis three-reel cabinet, Buffalo Eclipse takes a classic stepper game and elevates the excitement with Hold & Spin and a metamorphic meter. Spin the digital wheel for a chance at the Grand Jackpot, Eclipse Hold & Spin, or other credit prizes.
Aristocrat Gaming will display its latest hardware, The Baron Portrait cabinet. The Baron Portrait takes on the same basic shape as The Baron Upright, with a new and sleek 43â curved ultra hi-def 4K monitor. The curved monitor on The Baron Portrait was carefully designed for proven player comfort and ergonomics with an improved visual display. Its launch portfolio of Coin Trio Buffalo, Spooky Link, and Fa Fa Fa is now available and quickly making its way onto casino floors across the country.
Making its OIGA debut on The Baron Upright is the all-new Galactic Quest for Love and Money. Specifically designed for The Baron Upright, this game features the popular Re-spin mechanic with an innovative twist, set to entertain players with its out-of-this-world graphics and sounds.
Aristocrat Interactive will showcase the power of an omni-channel experience, with innovative solutions that bridge the gap between retail and online gaming.
The company will present a tailored Class II mobile gaming solution for Tribal operators that will extend its brand to players beyond the casino floor. This new offering allows players to enjoy their favorite Aristocrat Gaming Class II games like Mr. Money Bags and Lucky Ducky on their mobile device on approved tribal land, including from the hotel room, restaurants in the resort, pool area, and more.
Gaming Systems will display its version 15 suite of products designed to modernize casino floors with the latest features in OASIS casino management; floor-wide bonusing and media capabilities with ONE LINK; new features in the PlayerMax mobile app, including mobile enrollment and a new progressive jackpot display with player alerts; and a Loyalty solution designed for accurate reinvestment and player engagement.
Aristocrat remains invested in tribal gaming, underscoring its dedication to supporting tribal operators with cutting-edge technology, forward-thinking gaming solutions, as well as supporting tribal communities.
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NASCAR & iRacing Renew Partnership with PlayVS

PlayVS, the leading amateur esports platform, announced the renewal of its groundbreaking partnership with NASCAR and iRacing, reaffirming its commitment to supporting the rapidly expanding eNASCAR College iRacing Series. This renewed collaboration will continue to bring high-octane, competitive virtual racing to college students across the country, providing unique career and scholarship opportunities through one of the most innovative programs in collegiate esports. This season will also mark the debut of PlayVS as the official league platform, following its recent acquisition of Playfly College Esports.
Launched in 2022, the eNASCAR College iRacing Series has quickly become one of the most engaging and inclusive collegiate esports competitions in the country. Powered by iRacingâs premier motorsport simulation platform and NASCARâs deep racing heritage, the series gives full-time college students the opportunity to compete for scholarship prizes, develop real-world career skills, and gain exposure to professional motorsports and esports pathways.
The eNASCAR College iRacing Series has grown to over 300 schools and almost 500 unique racers. In April, the 2024-25 Series season concluded with Cal State Fullertonâs Logan Clampitt celebrating victory at the Homestead-Miami Speedway and earning $10,000 in scholarship prizes.
âRenewing our partnership with NASCAR and iRacing reflects our commitment to delivering competitive and meaningful esports experiences to college students across North America. The eNASCAR College iRacing Series is not just about virtual racingâitâs a launchpad for future talent in motorsports, gaming, and media,â said Charles OâDonnell, Sr. Director of College Esports at PlayVS.
Through iRacingâs hyper-realistic simulation software, students experience the thrill of authentic stock car racing while competing from their dorm rooms, esports arenas, or home setups. The upcoming 2025-26 season promises even more exciting races, new tracks, and increased prize opportunities.
âWeâre proud to continue building the future of sim racing through our partnership with iRacing and PlayVS. The eNASCAR College iRacing Series is more than just competitionâitâs a foundational bridge between the collegiate esports ecosystem and the world of NASCAR. As we enter the 2025â26 season, this partnership strengthens our commitment to developing young talent, expanding access, and inspiring the next generation of motorsports professionals,â said Ray Smith, Sr. Director of Esports at NASCAR.
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