US firms aim to find partners and select technology to launch online gaming

As other recently regulated markets in Europe, such as Italy and France, have demonstrated, the first-mover advantage when launching iGaming is crucial to build brand leadership, secure a substantial market share and build a profitable business. Just like in the European markets however, the local gaming businesses will have to compete against the existing and established online poker brands that have been operating in the market taking advantage of a grey or unclear legal framework.

The recent settlement of PokerStars with the US Department of Justice that saw the company take over FullTilt’s player accounts could potentially create a serious competitive threat to the American casinos, should PokerStars, which still has strong brand recognition in the country, be allowed to apply for a license.

Apart from market entry lessons, Europe could offer many other lessons to US companies planning their iGaming launch, from regulatory considerations to business strategy and affiliate marketing. Having operated online gambling for over 15 years now and seen the market’s transition from an un-regulated environment to a fully regulated one, however with a patchwork of state-by-state licensing and compliance rules, European iGaming companies have a wealth of expertise transferable to the USA. It’s not surprising that most US companies are looking for European partners to help them set up their iGaming operation.

For those US organisations searching for iGaming expertise, events like the 11th European iGaming Congress & Expo are an ideal place to learn from and network with online gambling experts. EiG, that takes place in Barcelona, Spain on October 16-18, is the most established and longest running event fully dedicated to online gambling. Considered to be the home of the iGaming industry, this high-level conference, co-located with a large exhibition that hosts around 80 technology providers with solutions spanning from game content, payments, anti-fraud, social gaming, mobile to marketing and CRM, is attended by 1700-plus iGaming experts: CEO and Board members, directors, regulators and investors.

EiG’s conference program features regulatory, business and marketing sessions that will present best practices adopted by the European experts when launching iGaming, entering new markets, defining their lobbying approach and developing new propositions, such as mobile or social gaming.

Acknowledging an intensified interest from the USA, 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, Spectrum Gaming Group, IGT, Bally and ShuffleMaster. Additionally, a special US iGaming ‘Happy Hour’ networking session has been scheduled, aimed at bringing together organisations from both sides of the Atlantic to network and discuss partnerships.