American Online Operators Rush to Launch Their Sites

7 September 2012 – By Jane Spiegel

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The recent approval of the first operator licenses by the Nevada Gaming Control Board has put the entire gaming industry under pressure to finalize their iGaming strategies. The companies that want to enter this market are forced to select technology partners which will help them ensure a quick route to market. Based on the experience of the recently regulated markets in Europe, such as Italy and France, the firs-mover advantage when launching iGaming is crucial to build brand leadership, secure a substantial market share and build a profitable business.

However, the local gaming businesses are forced to compete against the existing and established online poker brands that have been operating in the market. For example, PokerStars, which still has strong brand recognition in the country, could potentially create a serious competitive threat to the American casinos if they are allowed to apply for a license. Europe could offer many market entry lessons to US companies planning their iGaming launch. Online casino companies in Europe have a wealth of expertise and that is the reason why most companies in the United States are looking for European partners to help them set up their iGaming operation. These companies have been operating in the European online gambling market for over 15 years now and have seen the market’s transition from an un-regulated environment to a fully regulated one.

Companies in the US that search for iGaming expertise have the opportunity to learn from and network with online gambling experts at the European iGaming Congress & Expo. This event takes place in Barcelona, Spain, October 16-18, and is one of the most established and longest running event fully dedicated to online gambling. This high-level conference includes a large exhibition that hosts around 80 technology providers with solutions spanning from game content, payments, anti-fraud, social gaming, mobile to marketing. Organizers have also prepared a program designed specifically for American companies that includes presentations and discussions by the top experts from the Nevada Gaming Control Board, Illinois Lottery, Pechanga Indian Reservation and other organizations. This congress is the ideal place to bring together organizations from both sides of the Atlantic to network and discuss partnerships.

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