an Manuel joined PokerStars’ California coalition in November last year, and operates the San Manuel Indian Bingo and Casino in Highland, California.
PokerStars will provide an online poker network to San Manuel, the Morongo Band of Mission Indians, the Bicycle Casino, Commerce Club and Hawaiian Gardens card rooms when regulations allow. But before then, San Manuel will enter the freeplay social market with GameAccount.
San Manuel Digital chief executive officer Matthew Cullen commented: “GameAccount is a specialized online gaming company with a genuine commitment to B2B who will not compete online by operating their own B2C Social Casino.”
Cullen could not be reached at the time of going to press but it must be presumed that his quote refers to IGT’s DoubleDown Casino, one of the few social casino products being sold to US casinos.
This is GameAccount’s seventh deal to provide a US casino with what it calls its “Simulated Gaming” product. Other deals include Foxwoods Resorts Casino (Connecticut), Osage Casinos (Oklahoma), Empire City Casino (New York), Parx Casino (Pennsylvania), Maryland Live! Casino, and an unnamed Michigan-based casino operator.
It has started to reveal some interesting statistics since launching with Maryland Live! in January 2014, claiming that average revenue per daily active user at its US casinos was $2.75 in 2014, far higher than the original estimate of $0.60 and “greatly exceeding equivalent numbers reported by social casino operators on Facebook”.
It also claimed that Simulated Gaming has delivered an average 28 per cent uplift in on-property theoretical win from increased visitation by existing customers who also play online with the GameAccount product.
Cullen continued: “The team at GameAccount has demonstrated the merits of Simulated Gaming, the power of their Slot Tournaments and their patented approach to driving increased visitation on-property.”
San Manuel will launch Simulated Gaming online this Autumn. It will also be integrated with their land-based loyalty program “Club Serrano” through GameAccount’s iBridge Framework technology.
GameAccount chief executive Dermot Smurfit commented: “Breaking into the West Coast US casino market has remained a priority in 2015 and we’re delighted to partner with San Manuel to bring their major brand online nationwide in the United States.
"With continued delays in the intra-State regulation of real money Internet gaming, in California and elsewhere, we believe Simulated Gaming is the right opportunity for all land-based US casino operators seeking to extend their business and patron relationship online.”