Sports betting and media company Rivalry Corp. announced Wednesday the launch of Casino.exe, its proprietary interactive casino platform that will house current and future games on the firm's website.
Casino.exe will initially feature four new games, including Penalty Shootout, Bomb Squad, Wheel of Time, and Courier Sweeper, as well as existing third-party and Rivalry-developed games, including Aviator and Rushlane.
Steven Salz, CEO & Co-Founder of Rivalry, said: “Our technology and creative capabilities continue to drive meaningful opportunities across our business where we can innovate on product and ultimately reimagine the betting experience for a younger audience that craves interactive entertainment."
"The launch of Casino.exe will allow us to further diversify our offering in a way that stays true to our brand and separates our product from others. As we scale thoughtfully into the casino segment, we'll reduce the impact of seasonality in esports, increase customer value, and offer more stable margin profiles,” he added.
The launch of Casino.exe follows the debut of Rivalry's first-ever casino game Aviator, which generated more than 10% of the company's revenue in Q3 with zero marketing spend since its soft launch in July, according to the business.
The in-house created casino interface will additionally provide Rivalry with greater control over the user experience, "which it will expand over time as it adds new game titles and features."
Today we launched Casino.exe, a new take on what has forever been a vanilla online casino experience.— Cody Luongo (@Luongo_Pro) November 16, 2022
This is a prime example of how Rivalry wraps everything it does in internet culture and entertainment 🚀https://t.co/xJ4vBhLhsr
David King, Senior Manager of Product Design at Rivalry, added: "Much of Rivalry's success is rooted in our ability to tap into the cultural zeitgeist of our audience whose average age is 25.”
“Casino.exe completely redefines the traditional casino experience and puts a thoughtful and entertaining spin on it using a visual expression that our community has a shared reverence for," he commented.
Casino.exe is a virtual interface where customers can play Rivalry's suite of third-party casinos and originally developed games in an interactive online environment. It allows customers "to power on a vintage PC and engage with a variety of visual and functional features," including a retro operating system, desktop icons and wallpapers, functional MP3 player, custom game box art, and more.
Rivalry's deepened casino offering is the first step toward a more elaborate expansion into the segment, the company says, including launching in new markets, adding additional casino games developed in-house, and "further innovating the casino experience for a generation of bettors born on the internet."
The casino offering is available online in markets operating under the company's Isle of Man license, with a launch in Ontario expected to follow in the coming months.