Online casino is coming to America: the beginning of internet gaming in the US

The widely anticipated changes in the gaming  industry legislation in the United States are finally materialising and casino games can finally be played on the internet in America. Not everywhere, it’s true, but the recent developments are nevertheless a significant game changer for both providers and players.

At this stage, the states of New Jersey and Las Vegas have started to offer online casino games, but more states are to follow shortly in what is believed to be the most lucrative market for gaming companies. Because of the legal situation, operating in the newly opening states won’t be easy, but the best operators will be able to find a way to balance profits and state-specific services.

Indicators such as life time values (LTVs) for US customers suggest there are significant profits to be chased on the new continent. It comes as no surprise then that big players such as Virgin casino and Betfair are already taking advantage of the situation and trying to build a solid customer base that will then use the respective brands as an indicator of their playing habits and preferences.

On the other hand, the difficulties that all providers are and will be facing in the future demand costly and well coordinated efforts. Any games, bonuses, special offers and promotions will have to be tailored to state specific requirements, legal mostly, but also culture specific. In the same context, conversion rates will most probably be affected by the very complicated and strict registration requirements for new players. As a result, both visitor to registration and registration to deposit (acquisition) figures will be affected.

For the biggest European operators used to the old continent’s customers and trends, a cultural adaptation to the US market will also be unavoidable – offers, promotions and Branding will have to be americanised. There might well be a big market for new games of slots and other similar initiatives thought specifically for the American customer – after all, the social aspect of gaming cannot be underestimated, and those who do ultimately pay for it in revenue losses.

Overall, it will indeed take some time for the traditional American gamer to switch from traditional to online casinos, but given the number of potential customers and the novelty factor of legal online gaming, one can safely assume the future of internet gambling in the US is looking bright, for both players and providers.

1 Response to "Online casino is coming to America: the beginning of internet gaming in the US"

  • Bernard says: