Matt Prevost, David Yatom Hay, Amnon Liebermann, David Bretnitz, Matthew Morgan, Rebecca George, Ray Pineault, James Siva, Senator Joseph Addabbo, Doug Vogelei, Jonathan Chilton, Sue Page, Oliver Lovat, John Connelly, Todd Haushalter, Steph Nel, Brooke Fiumara, Knute Knudson, Adam Bullock, Steve Walther, Russell Witt, Ainsworth, Konami and Gaming Arts. Gaming America magazine
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EDITOR’S LETTER
Even in the dustiest corner of the most old-fashioned casino you could possibly find, today's gaming industry is undeniably technological.
There is not one quiet part of the sector that isn't impacted by modern methods, AI or real-time data. But with new technology comes new competition – something even the very biggest Tribal gaming organizations must remain alert to.
Staying agile is, therefore, paramount when coming up against new fantasy operators, sweepstakes casinos or predictions websites. Tribes must ensure they stay ahead of the curve while also maintaining their sovereignty.
How? That's exactly what our cover feature aims to explore, with insights from Matthew Morgan, Rebecca George, James Siva and Ray Pineault.
On the subject of predictions sites, too, also known as sports event contracts, the American Gaming Association gives us an exclusive op-ed on the organization's view that operators are taking advantage of loopholes within the regulatory system...
Elsewhere, with Tribal gaming central to this issue ahead of San Diego's IGA conference, we look at some of the newest properties to have opened within Tribal gaming since the start of 2024.
At the same time, the Global Gaming Awards Americas have two new categories this year, and we are excited to tell you all about them on pages 12-13. We also hear from BetMGM CRO Matt Prevost and Soft2Bet's General Counsel David Yatom Hay.
Despite all of the above, Latin America is the most-discussed region within global gaming right now – without a doubt. To that end, Gaming America will feature plenty of LatAmrelated content in the coming months, starting with a focus on Argentina in this issue.
Back in North America, we have the latest from Senator Joseph Addabbo Jr on developments within New York – both on the land-based and online side; although a lack of developments might be a fairer statement here.
Sticking with an omnichannel approach, we have interviews with Doug Vogelei, Mohegan Sun's new VP of Gaming (land-based), and Jonathan Chilton, Aristocrat Interactive's MD, iGaming White-Label (online).
Meanwhile, a jam-packed issue continues with Tribal-themed editorial from suppliers Interblock and Kambi, and we also hear from Relax Gaming and Evolution.
Our regular Viewpoints feature addresses other Tribal topics, with our Product Reviews section bringing you three stellar new additions to casino floors across the US. And what issue of Gaming America would be complete without an in-depth feature from Oliver Lovat?
If you're reading this issue at IGA, enjoy the show and get the most out of San Diego! For everyone else, there's still plenty to digest in the March/April edition of our magazine – and we thank you as always for your readership!
JULIAN PERRY, COO, Editor-in-Chief
GAMING AMERICA | CONTENTS
BetMGM CRO Matt Prevost speaks with Gaming America's Tim Poole at ICE Barcelona.
Over the course of 2024, numerous Tribal properties opened their doors to guests, as Gaming America recounts some of the most noteworthy destinations to launch during the year.
The Americas Awards return to Las Vegas and introduce new categories for 2025.
Chris Cylke, SVP, Government Relations at the American Gaming Association, puts forward the body’s stance on sports events contracts.
Gaming America sits down with Soft2Bet’s General Counsel, David Yatom Hay, to discuss US strategy during 2025.
20 AN EYE TOWARDS EXPANSION
Relax Gaming North America Regional Business Manager Amnon Liebermann recounts breaking into the US iGaming market and future growth plans.
22
TRIBAL LEGACY
David Bretnitz, Kambi VP of Sales Americas, joins Gaming America to share his experience working with Tribal properties. 24
TRIBAL AGILITY
With new threats and competition constantly growing, Gaming America explores how Tribes can try to stay agile and ensure their Sovereignty
New York Senator Joseph Addabbo joins Gaming America to provide an update on the casino bidding process in New York City
36 FEELING WELCOMED
Doug Vogelei, Mohegan Sun’s new VP of Gaming, speaks on early impressions of his new role, values within the gaming industry and his experience working with Tribal casinos.
24 Rebecca George
8 Matt Prevost
CONTENTS | GAMING AMERICA
HEADING NORTH
Aristocrat Interactive’s iGaming White-Label Managing Director Jonathan Chilton speaks with Gaming America on Betiton’s launch in Ontario, and the future of iGaming within the province. 42
REGULATION IN THE NATION
Gaming America investigates unregulated markets across the US, as well as the likelihood of new regulation in swing states from the Presidential Election.
50
HOW LAS VEGAS BECAME COOL. AGAIN
Oliver Lovat, Gaming America regular contributor and Denstone Group CEO, takes us through another historical Las Vegas journey.
56
STAYING COMMITTED
Interblock Global CEO John Connelly and Gaming America discuss his company’s experience working with Tribal properties and which verticals he’ll be on the lookout for in 2025.
44
LASTING LOYALTY
Sue Page, Neosurf CEO Americas, explains how seamless verification can turn from just a convenience into a powerful retention strategy.
ARGENTINA: A FRAGMENTED LANDSCAPE
Gaming America provides a regulatory analysis of the current framework in place for Argentina, and the country’s potential as the next sleeping giant in LatAm. 48 CONTINUED
PURSUIT
Gaming America’s Laura Mack examines Missouri's progress in legalizing sports betting and highlights key moments during the state’s journey toward expanded gambling.
57
PORTFOLIO INSIGHT
Evolution CPO Todd Haushalter speaks with Gaming America on product design, combining online and land-based offerings, and goals for 2025.
58
VIEWPOINTS
Executives from AGS, Galaxy Gaming, IGT, Imagine This and OPTX provide insight on how Tribal regulators are constantly adapting to an ever-changing industry.
64
PRODUCT REVIEWS
Gaming America surveys the latest gaming innovations, including those from companies such as Ainsworth Gaming Technology, Gaming Arts and Konami Gaming.
44 Sue Page
58 Knute Knudson
THE BATTLE FOR CONTENT
BetMGM CRO Matt Prevost spoke with Gaming America’s Tim Poole at ICE Barcelona about the operator’s recent partnership with Fremantle and the outlook for US iGaming in 2025.
Throughout 2024, BetMGM formed a number of partnerships that helped the operator grow its brand and iGaming market share while competing with the likes of DraftKings and FanDuel. To kick off what is expected to be a “great” year for the company, BetMGM announced a partnership with Fremantle on January 20 2025, gaining intellectual property rights to household-name TV game shows “Family Feud” and “The Price is Right.” Under the terms of the partnership, BetMGM will serve as a sponsor that will have “exclusive, never-before-seen partnership integrations” for the two game shows. As per the agreement,
BetMGM will now have the ability to create table games, slots and non-traditional casino games using the familiar themes of the acclaimed television programs.
The collaboration is not the only recent step forward made by BetMGM, as the operator worked with MGM Resorts subsidiary Push Gaming on December 4 2024, to officially launch Push Gaming slots in the province of Ontario. BetMGM will also serve as Push Gaming’s exclusive US partner throughout 2025 in what was described as a “landmark occasion” for both companies, representing Push Gaming’s first-ever market entry with
BetMGM. Ontario and the budding iGaming markets in Canada have been a focus for many operators in recent times, as the jurisdictions represent untapped potential for those that can take advantage.
BetMGM originally launched its online casino and sportsbook brand in Ontario during April 2022, which featured partnerships with famous Canadian athletes Wayne Gretzky and Connor McDavid. “Today marks a significant milestone for BetMGM and a momentous occasion for sports fans and online players in Ontario. We’re confident customers in Canada will enjoy the unique, interactive and world-class
experience that only BetMGM can provide,” BetMGM CEO Adam Greenblatt said at the time of launch.
Since then, the brand has launched a number of titles for players residing in the province, such as its Wheel of Fortune online casino and the Buffalo series created by Aristocrat Gaming. The company is also hoping to expand upon its operations in Alberta during 2025, with eyes on becoming a mainstay in the iGaming scene for Canadian residents.
Alongside the deals struck with both Fremantle and Push Gaming, BetMGM partnered with companies such as Gannet, Evolution and Inspired Entertainment during 2024 across all sectors of the gaming industry. The recent partnerships are just an example of the many progressions BetMGM hopes to make while continuing to grow in popularity with iGaming consumers, as CRO Matt Prevost explained during ICE Barcelona 2025.
Having announced a major partnership with Fremantle, what can you tell Gaming America about the latest developments and details of the new agreement?
This relationship allows us to work directly with Fremantle and to find gaming suppliers of our choice. We are actively looking for suppliers to build fantastic games along with The Price is Right and Family Feud, which includes all of the The Price is Right mini-games. This is a big strategic relationship for both us and Fremantle and I think, for content, this is a big step forward for BetMGM.
How has this partnership affected your goals and plans for the outlook of 2025?
We recognize that the market is continuing to move forward; we’re currently one of the market-share leaders. We’re looking forward to the first launch in Alberta, which will be the first big gaming jurisdiction in quite some time. For us, exclusivity is key. Our customers have come
“FOR US, EXCLUSIVITY IS KEY. OUR CUSTOMERS HAVE COME TO EXPECT EXCLUSIVE CONTENT FROM US AND, IN PARTICULAR, OMNICHANNEL CONTENT.”
to expect exclusive content from us and, in particular, omnichannel content. We’re going to continue to differentiate along those lines and I’m looking forward to what should be a great year.
In terms of the competitor landscape, is this type of deal essential when you’re looking to stand out? Especially given brands that have had success in the market such as DraftKings, FanDuel and Caesars?
Of course, our players continue to tell us they want the best content and we want to be able to provide that to them. We work closely with our gaming
MATT PREVOST CRO BETMGM
suppliers; we believe we have a brilliant relationship with many of our key suppliers and we’re going to make deeper and deeper commitments into the world of content going forward.
What is BetMGM’s view of the sweepstakes market?
First let me just caveat that I am not a regulatory expert. However, our view internally is that the sweepstakes model is fundamentally a model that is not legal. Our hope is that regulators and state governments will start to take notice of the sweepstakes model and what’s happening with the untaxed revenue within their states. Therefore, we hope they will look to regulate online gaming that contributes to tax revenues, and has all the player protection and responsible gaming initiatives that we in the regulated industry make part of our offering day in and day out.
Finally, in terms of BetMGM’s goals for 2025, what are your ideal targets for the remainder of this year and how will they help grow the brand?
We want to maintain market leadership, have a successful launch in Alberta and build the best possible product we can. A lot of our main targets of momentum require us to just continue to work towards improving the player experiences. Then we’re going to work with our lobbying partners and, frankly, our competitors in the market; to try and get a few more online gaming states across the finish line for regulation.
MAP: NEW TRIBAL CASINOS
With over 500 Tribal properties across the US, Gaming America looks at a handful of recently opened Tribal casinos. What’s new?
CHICKEN RANCH CASINO RESORT JAMESTOWN, CALIFORNIA
Chicken Ranch Casino Resort, owned and operated by the Chicken Ranch Rancheria Me-Wuk Indians of California, opened its doors to the public on November 8 2024. The destination is situated within the Sierra Nevada foothills and combines a nine-story resort with a five-story hotel to feature nearly 200 hotel rooms and an expanded gaming floor.
WARHORSE CASINO OMAHA OMAHA, NEBRASKA
WarHorse Gaming, controlled by the Winnebago Tribe of Nebraska, opened the doors to its newest property, WarHorse Casino Omaha, on August 8 2024. The company signed a deal with Kambi in 2023 to provide sportsbook operations at both of its properties located in Omaha and Lincoln. Along with the sportsbook, guests have access to 800 slot machines, table games and simulcasting.
DESERT DIAMOND CASINO WHITE TANKS WADDELL, ARIZONA
After construction first began during January 2023 and $450m was spent, Tohono O’odham Gaming Enterprise (TOGE) celebrated the grand opening of its Desert Diamond Casino White Tanks property on December 18 2024. Desert Diamond Casino White Tanks represents the fifth casino to be opened by TOGE and will undergo expansion to include additional amenities to the 184,000 sq ft casino floor it currently offers to guests.
CHOCTAW LANDING HOCHATOWN, OKLAHOMA
The Choctaw Nation of Oklahoma held a grand opening ceremony for its newest property, Choctaw Landing, on May 24 2024. The $238m resort created more than 400 jobs in southeast Oklahoma, featuring a casino space with 600 slot machines and eight table games, including roulette and blackjack. According to Choctaw Nation, the property is expected to have a $95m economic impact on the region.
CRYSTAL SHORES CASINO BENZIE COUNTY, MICHIGAN
The Grand Traverse Band of Ottawa & Chippewa Indians opened Crystal Shores Casino on January 25 2025, named after the nearby Crystal Lake in Michigan. The 2,800 sq ft casino represents the third property to be launched by the Tribe and underwent the installation of Class II slot machines prior to its grand opening ceremony.
TRIBAL GAMING | GAMING AMERICA
POTAWATOMI CASINO HOTEL MILWAUKEE, WISCONSIN
While the Potawatomi Casino Hotel has been open for quite some time, the destination recently partnered with Above the Felt to celebrate the launch of its new poker room on May 2 2024. The property, owned and operated by the Forest County Potawatomi Community, also debuted a Las Vegas-style sportsbook in 2024 to enhance the overall gaming experience for guests.
HARD ROCK BRISTOL BRISTOL, VIRGINIA
Hard Rock Hotel & Casino Bristol celebrated its grand opening ceremony on November 14 2024, with a number of Hard Rock executives and partners in attendance. The new establishment replaced the temporary Bristol Casino facility, which represented the first casino to be launched in Virginia at the time of opening. Hard Rock Hotel & Casino Bristol offers guests nearly 1,500 slot machines, over 50 table games, a sportsbook and a high-limit gaming area.
WIND CREEK CHICAGO SOUTHLAND
EAST HAZEL CREST, ILLINOIS
Wind Creek Hospitality is an authority of the Poarch Band of Creek Indians, the only federally recognized Indian Tribe in the state of Alabama. On November 11 2024, the group opened Wind Creek Chicago Southland, representing the first phase of a full-scale casino resort experience that will be completed during the spring of 2025.
SEMINOLE BRIGHTON BAY OKEECHOBEE, FLORIDA
Seminole Brighton Bay Hotel & Casino held its grand opening ceremony as recently as February 5 2025. The new resort is the most recent member of the six casinos currently owned and operated by the Seminole Tribe of Florida, and has become one of the Lake Okeechobee region’s largest employers. It is set to include nearly 38,000 sq ft of casino space, with players having access to 640 slot machines and 18 table games.
IMPROVED EXCELLENCE
The Global Gaming Awards Americas return to Las Vegas and introduce new categories for 2025; the nominations window is now open and will be made available through May 8.
Following a memorable 11th annual Global Gaming Awards (GGA) Americas at the Venetian Resort Las Vegas, the Awards will once again be returning to the gaming capital of the US during the Global Gaming Expo (G2E) in October. The Awards consistently recognize and reward the gaming industry’s strongest performers across the previous 12 months. These are the most prestigious and trusted Awards in the sector and have gained respect among industry heavyweights, due to the strict rules and procedures put in place.
to continue shining a light on gaming's growing markets and verticals. In Las Vegas, the Americas Awards will now honor the Casino Services Supplier of the Year, rewarding the company that brings breakthrough technology to the casino floor, such as cashless payments, casino management systems, gifting technology and more.
The Awards will also divide the wellknown Land-based Supplier of the Year
Operator of the Year, where Gaming America expects to see numerous nominations from iGaming organizations.
Specifically in Brazil, the iGaming market has blossomed tremendously after the nation enacted proper regulations and opened the market on January 1 2025.
As of February 12, the Prizes and Betting Secretariat of the Ministry of Finance in Brazil has granted over 60 iGaming and sports betting licenses, while 35 companies have been granted authorization to fully operate within the country.
100 C-level executives from the industry
Companies are always nominated based on merit and the reasoning for their nomination is made public as part of the official Shortlist magazine. A panel of over 100 C-level executives from the industry then decide the winners, with KPMG in the Crown Dependencies independently adjudicating the voting process to ensure full transparency and fairness.
adjudicating the voting process to ensure Global Gaming Awards to
category into both Class II and Class III awards, ensuring all categories of the Land-based gaming industry are honored each year. With the growth seen over the past months in the Latin American region as well, the Americas Awards will also be presenting the LatAm & Caribbean
It is the legitimacy
“The importance of verifying the voting process cannot be overstated. It is the bedrock that allows the Global Gaming Awards to ensure fairness and maintain trust. It is the legitimacy the winning company needs to celebrate their achievements with pride and with peer approval,” KPMG Global Gaming Team Partner Micky Swindale reflects.
with pride and with peer approval,” Awards have introduced new categories
CasinoSupplierServices oftheYear
But, ahead of the 2025 ceremony, we have a new twist! The Americas Awards have introduced new categories
have been granted authorization to fully operate within the country. not Brazil but throughout LatAm, the Americas Awards
With the rapid growth not only in Brazil but throughout LatAm, the Americas Awards wanted to ensure that the very best of the growing market are celebrated every year.
As Brazil continues to build upon its newly regulated iGaming market, Gaming will consistently provide coverage
As Brazil continues to build upon its newly America will consistently provide coverage of the market’s debut. year, existing Awards categories and time. While we’ve had a category LatAm now, it was previously dedicated to the Land-based sector in the region. With Colombia and Brazil, we felt like it is time we recognize online operators
“Each year, we look at the existing Awards categories and ask ourselves if they represent the industry well at this moment in time. While we’ve had a category dedicated to LatAm for several years now, it was previously dedicated to the Land-based sector in the region. With the online market booming in Peru, Colombia and Brazil, we felt like it is time we recognize online operators from these exciting markets,” Global Gaming Awards Events Manager
Gaming Awards Events Manager Mariya Savova said.
Introducing the separated Class II and Class III Awards for Land-based Supplier
Introducing the separated Class II and Class III Awards for Land-based Supplier
Land-based Supplier of the Year
CLASS IIAND CLASS III
also works to continue the Awards' standing as the most comprehensive celebration for all executives and organizations.
With both sectors growing on an annual basis, the Americas Awards strived to leave little doubt as to whether all suppliers would receive equal opportunity to be honored during 2025.
The nominations window is now open, meaning companies and executives can begin submitting nominations for the most prestigious Awards throughout gaming. Nominations can be placed through the Global Gaming Awards website and will be accepted until May 8, when the Shortlist will be finalized and released during August. If one’s company has been Shortlisted across any of the categories, they will be contacted in August and asked to submit a short supporting statement to outline why they are deserving of the Award.
“It gets harder and harder to narrow down the Shortlist to 10 companies per category as the industry evolves at such a fast pace, and there are constant new entrants. This is exactly why we always say nomination alone is an achievement on its own, because the competition
category as the industry evolves entrants. This is exactly alone
own, because the competition is truly fierce.”
the Venetian Resort Las Vegas is filled with excitement and anticipation due to the eagerness of watching the Awards celebrating the vast growth of the sector.
In 2024, companies such as FanDuel, Wynn Resorts and Aristocrat Gaming were all honored with Awards during the event, covering every sector of gaming. FanDuel CEO Amy Howe represented the company
During G2E, the vast majority
provide a look into what the
those who managed to outperform As
having the ability to honor these winners during
During G2E, the vast majority of the gaming sector comes together to share insight and provide a look into what the future will hold for the space, but it’s also a time to celebrate those who managed to outperform even the highest of expectations. As always, having the ability to honor these winners during G2E brings a unique opportunity to bring many of the highest-ranking executives together for this incredible affair.
CEO Amy Howe represented the company and was honored to accept both Digital Operator of the Year and American
The Venetian Resort Las Vegas
Executive of the Year, an award she will be looking to take home for a fourth consecutive year in 2025.
LEAD PARTNER
“Each year, the number of nominations we receive from both suppliers and operators increases significantly. It is incredible to see how much companies achieve in just 12 months and I can honestly say that 90% of the submissions we receive deserve a spot in the final Shortlist,” Savova said.
Also looking to defend its winning streak will be the San Manuel Band of Mission Indians, which received the Responsible Business of the Year Award in consecutive years during 2023 and 2024. Easily displayed by the amount of attendees for the G2E event and the Awards itself, there was no shortage of representation as to how much the space had grown in the prior 12 months, which is sure to continue throughout 2025.
offers a wonderful space for these executives to come together, as well as for the Awards to honor the very best performers of the previous 12 months. No matter the year,
Gaming America is thrilled to once again return to the Venetian Resort and capture the unrivaled energy of the Global Gaming Awards Americas in Las Vegas. The highest-ranking executives will gather to celebrate the very best of the industry, as well as take note of the growth certain verticals and markets have shown throughout the previous 12 months. As we approach the second quarter of 2025, gaming continues to power on.
TRIBAL GAMING RIGHTS
Chris Cylke, SVP, Government Relations at the American Gaming Association, puts forward the body’s stance on sports events contracts and how these also affect Tribal gaming.
Recently US prediction markets have gained popularity, allowing individuals to wager money on elections, economic trends and other cultural events by predicting outcomes. Now, some providers of these prediction markets are expanding into sports betting, a move that raises serious concerns for the legal sports betting industry. These so-called sports event contracts not only create an uneven playing field for licensed operators, but also threaten consumer protections and state revenues.
Since the Supreme Court struck down PASPA in 2018, 38 states and DC have launched legal sports betting markets. These markets operate under strict state regulations designed to ensure consumer safety, uphold game integrity, promote responsible play and generate tax revenue for public services like education, public safety and infrastructure. In 2024 alone, legal sports betting generated more than $2.81bn in gaming taxes.
Unlike licensed, regulated sportsbooks, prediction markets currently are not subject to the same rigorous oversight. These sports event contracts essentially operate as a de facto national sports betting product, circumventing licensing, consumer protection protocols and integrity requirements that all legal operators follow.
In states with exclusive Tribal gaming authority, these sports event contracts violate long-standing agreements that support vital revenue for Tribal communities. In recent weeks, more than 10 Tribal gaming groups have sent letters to the
Commodity Futures Trading Commission (CFTC) noting their concern that sports event contracts violate Tribal gaming rights.
Beyond the economic and regulatory concerns, these contracts pose significant risks to consumers and the legal sports betting marketplace. Licensed sportsbooks are required to implement robust safeguards, including age verification, Know Your Customer protocols, anti-money laundering protections, self-exclusion programs and integrity monitoring. Meanwhile, under current CFTC regulations these sports contracts fail to address these critical areas of consumer protection.
And let’s not forget the concern over the fundamental shift in perception these
contracts could create. The AGA and our members have worked diligently to instill in consumers the understanding that sports betting is a form of entertainment and not a form of financial investment. This is a key tenet of our industry’s efforts to educate the public on how to gamble responsibly. Considering that these sports event contracts are operated by financial investment companies, it will undermine the work our industry has done to differentiate between gaming and financial investments.
Given the serious implications these sports event contracts will have on the legal sports betting industry, the AGA will participate in an upcoming CFTC roundtable addressing the legality of these markets. We believe the sports betting industry provides a critical perspective that must be considered before allowing these prediction markets to offer wagering on sporting events.
CHRIS CYLKE SVP, Government Relations American Gaming Association
Regulated sports betting has been built through a transparent, state-led process with oversight from more than 5,000 state and Tribal regulators around the country. Allowing this latest cohort of companies to bypass these standards not only undermines fair competition but also threatens the integrity of the entire legal industry. The AGA remains committed to ensuring that legal sports betting in the US continues to operate in a way that upholds state and Tribal authority while prioritizing consumer protections, marketplace integrity and responsible gaming.
THE LONG GAME
Gaming America sits down with Soft2Bet’s General Counsel, David Yatom Hay, to discuss US strategy during 2025.
To start off, what can you tell us about Soft2Bet’s plans in the US during 2025?
Soft2Bet is in the final stages of our application for licensing in New Jersey. Obviously, we are a casino company first, which means there are a limited number of states where we can operate and offer our business as an online casino in the US. However, luckily for us, the application stage is going very smoothly, and we’re now waiting for the finalization to go live very soon. The plan once we are live is to showcase our technology, our MEGA solution and our unique design to the US. We’re currently keeping some exciting details under wraps, but we believe it will be a delightful surprise for the US consumer and market.
Overall, we think the combination of all of the above will bring something different and more exciting to the New Jersey market. Then, hopefully, slowly but surely, we will gain the market share we want to obtain in New Jersey, specifically, and then decide whether we want to expand to other territories. In the meantime, we are also refining our own products for the US – so to speak. We want to show other big operators that our technology, our gamification features and our MEGA solution are things that can generate more revenues and reduce costs for them. All in all, I think we’ve shown great success in Europe – and it’s time to expand.
Why do you believe New Jersey –being so competitive – is your best route into the US?
We carefully chose the market we believed would be the most mature, as well as somewhere that is closer to Europe in terms of mentality and culture. New Jersey provides that bedrock. It is one of the most
established and well-respected licensing bodies in the US when it comes to online gambling. As they say themselves, if you’re certified in New Jersey and can make it in that market, you’re more or less okay for the rest of the US. I think one of the most fatal mistakes from a lot of operators has been trying to step into the US and expand very quickly across territories without being careful, and taking the time to make sure they are sustainable.
We want to take a different course. We want to focus on becoming successful in New Jersey and we believe we will be successful in New Jersey because we have a unique product. We always focus on the product. We don’t just release something to be the first into the market or to simply get a foot in the door. If we need to delay, we will delay. If we need to push back a little bit to make sure everything is perfect, that is what we will do.
A lot of companies are now pulling out of
the US, so deciding to penetrate the US right now might, from the outside, cause people to think, “what are you doing? It doesn’t make sense.” However, I think this is what’s special about what we do: we see something that could be a change for the worse for some others, but for us it is an opportunity.
Soft2Bet obtained its Ontario license last year. What have you learned from this market that will help your US expansion?
All markets are similar to some extent. Still, on the flipside, Ontario is one market and, while you can learn things from Ontario and try to implement some of them in New Jersey, it doesn’t necessarily mean you’re going to be successful in New Jersey. I think one of the most important things to remember in our industry is that you need to personalise your offer. Whatever works in Ontario will not necessarily work in New Jersey, and we know the way our brand in Ontario is built will not simply work in New Jersey. With that in mind, we want to make sure the offerings we do bring to New Jersey will be exciting for users. That being said, there’s a lot of things we can also learn from Ontario.
DAVID YATOM HAY General Counsel Soft2Bet
Player value in Ontario is something very unique and an area in which we see similar approaches across the US and in New Jersey, specifically. Of course, this requires a different kind of marketing approach, as there is an enhanced focus on retention, not necessarily just on acquisition. You want to make sure users stay because they want to take part in the experience, and continue benefiting from the experience. I think this approach is working quite successfully right now in Ontario for us, and we will in all likelihood bring it to the New Jersey market. Overall, however, I think the most important thing to realise is that New
GAMING AMERICA | NEW JERSEY
Jersey is different – and that’s a good thing. Something that disappoints me with other operators and providers is that they quite often work under the ‘if something works in one market, it will work the same in another market’ approach. It is one we do not share.
What do you believe are the key differences between US and European markets?
Surprisingly, in my experience, the US market is a little less stringent than in Europe. I think European markets are becoming more stringent and restrictive. I see that there’s a great regulatory effort right now in Europe, which is something that is very much appreciated, but I think they’re taking it into a place where it’s pushing a lot of the smaller operators out of the market. Unfortunately, this is disappointing for us because our whole company concept is built on the fact that we want to have competition as it drives greater innovation; we believe that’s what drives the industry long term.
That’s a major obstacle right now in Europe because there are greater restrictionson marketing and restrictions on gameplay. However, in the US, they are a bit more liberal when it comes to their approach. They impose restrictions on operators, of course, but in a sense, they adopt the approach of allowing the industry to align itself and only intervene if necessary. Another difference is that in the US there are some procedural barriers to entry and there are more stringent processes to go through to get into markets in the first place. Further, there is some limitation in terms of market access deals; some territories are a bit more restrictive than others. Nevertheless, in terms of the operation itself, I think there is much more regulatory flexibility compared to Europe and that gives us a lot of opportunities, because we deal with those restrictions in Europe and we are still successful there.
Looking at things from a US perspective, if you apply at the very least the same strategies, with a few minor adjustments, you’re in a more liberal environment that
allows you to dictate or align yourself with other competitors as the benchmark, and not necessarily because the regulator told you to do so. I think that provides a much more efficient and beneficial bedrock for operators. Now, naturally, when more states open up one would guess regulation may change in the US, and it will become more like what we see in Europe. I’m hopeful that, at that point, there will be enough operators that are able to align with whatever decisions are made by regulators. To some extent I hope Europe will come to a realisation that instead of putting in more barriers, allowing a little bit more flexibility to the operator can be beneficial for the regulatory environment; because the fact is that, if you put more restrictions in, you’re pushing out those that cannot comply.
How
do companies
like Soft2Bet
navigate the challenge of nationwide compliance in the US, with differing regulations in so many states?
It will require a careful examination of the market and an in-depth understanding of what the similarities and differences are between territories. I believe it is a necessity to offer a different product in each territory, but when it comes to regulation or technical requirements it is completely the opposite. The last thing you want is to have to adjust the platform every time you go from one regulatory landscape to the other. You don’t want to change the entire setup and, although our platform is very agile and we can make the changes for each of these territories quite easily, it is just another task in an already very long list of tasks.
Luckily, the US doesn’t shift too much in terms of regulation from one state
to the other. Again, luckily, we operate in numerous jurisdictions in Europe, so it’s just about finding that middle ground between the two jurisdictions and, when you have an agile platform, it’s easy. We also have very qualified people from a legal and regulatory perspective, from an administrative perspective and from a technical perspective, which makes the task of penetrating another market very easy.
The only question that needs to be asked is whether this is the right decision to make at this point in time. This goes back to my first point. Going into a new market and getting a new license, that’s easy. Can you be successful in that market? That’s the big question.
How does Soft2Bet expect to
remain competitive, with so many competitors also in the US? We’re not trying to compete with other providers. We’re trying to make this industry fun and innovative. In fact, we’ve established a fund specifically for that purpose, to try to bring innovation to the industry. I think that’s the focus and then everything just follows. The competition is over the hearts of the users, rather than with other competing companies – that’s how I see it.
I think that is our competitive edge, being innovative while trying to bring fun into the whole experience. It also helps with being responsible towards the player because we focus on gaming elements that help moderate gambling activity as well. Our players don’t drop a lot of money on bets to actually play the game, as they are more focused on the gaming activity and experience than the money – and the results speak for themselves. That is what we are trying to bring to the American market.
“ALL IN ALL, I THINK WE’VE SHOWN GREAT SUCCESS IN EUROPE – AND IT’S TIME TO EXPAND.”
AN EYE-OPENING EXPERIENCE
Amnon Liebermann, Regional Business Manager for North America at Relax Gaming, speaks with Gaming America about changes in the market and how US-based brand RLX Gaming is navigating them.
Since launching RLX in the US, what has been your biggest learning experience?
Breaking into the US iGaming market was a huge milestone for RLX Gaming. It’s been an eye-opening experience so far for all involved. Despite being a well-established European brand, we quickly came to understand that it is a whole different ballgame compared to Europe. The US market is still heavily influenced by its land-based legacy, meaning player preferences vary significantly. What works in one region doesn’t necessarily translate across the board.
One of the biggest takeaways for me has been how much weight brand recognition and branded content holds, especially in comparison to other markets. Players expect robust loyalty systems, strong engagement incentives and familiarity. Understanding these nuances has been key to adapting our offering and standing out in an increasingly competitive space.
With more states legalizing iGaming, are there any RLX has its eye on and why?
The US is a complex, highly fragmented regulatory environment, so expansion has to be strategic. Right now, we’re live in New Jersey and Pennsylvania, with plans to enter at least two more states in 2025. Each market presents unique challenges, from compliance hurdles to differing player behaviors, so our approach is about sustainable growth rather than rushing in for the sake of it.
What impact do you think sweepstakes may have on the regulated iGaming market in the US?
The sweepstakes industry is a hot topic. Of course, it is facing mounting scrutiny as more and more state regulators are assimilating this to online casino activity. Civil legal actions are multiplying as well as injunctions from different regulatory bodies. It will be interesting to see how things develop further on that segment in the context of regular online casino regulation being stalled across many states trying to introduce a legislation. It certainly is a polarizing issue for stakeholders, but that will play an important role in defining the US online gambling landscape in the coming years.
AMNON LIEBERMANN Regional Business Manager - NA Relax Gaming
“ONE OF THE TAKEAWAYS HAS BEEN HOW MUCH WEIGHT BRAND RECOGNITION AND BRANDED CONTENT HOLDS.”
How do you think the US market will change over the coming year?
The US iGaming market is evolving at breakneck speed – what took Europe over a decade to refine is happening here in just a few years. We’re already seeing a shift from land-based-inspired, low-volatility slots to more complex, high-volatility mechanics, like those found in our Money Train series – or as it’s known in the US, Great Western. But the market isn’t monolithic – different demographics engage with content in different ways.
As competition intensifies, operators will need to lean further into personalised promotions, gamification and engagement tools to keep players entertained. Mobile-first design is already nonnegotiable and, with iGaming adoption accelerating, the next 12 months will be all about refining the player experience and driving deeper engagement.
We’re committed to helping our partners minimise risks linked to cash handling and promote safer, more responsible gaming. Through collaboration and seamless data sharing, we’re shaping a safer, more secure future – together.
Andrea McGeachin, Neosurf Global CEO
business.neosurf.com/us/
A CONSULTATIVE APPROACH
Kambi VP of Sales, Americas, David Bretnitz, speaks to Gaming
America on
Tribal
partnerships and the potential of new markets opening in future.
When partnering with a Tribal operator, what differences are there with a commercial operator?
Tribal gaming has been an institution of the wider casino landscape in America for decades, and many have already taken advantage of the revenue benefits sports betting can bring in states where it is legal. One thing Kambi always takes into consideration when partnering with a Tribal operator is that they each have their own strategy in place and bring a wealth of experience to the table already. Knowing this, we aim to take a more consultative approach when helping them launch a sportsbook, whether it is online or retail.
While the operator is able to focus solely on a strategy that works for them, Kambi has the network and products in place to assist them, alleviating many of the concerns Tribes may face when launching a sportsbook. It can be easy to try and follow the lead of commercial operators, but we recognize that there isn’t a one-size-fits-all approach. We’ve always tried to stay collaborative with our Tribal partners, offering advice and direction.
How does Kambi tailor its offering to Tribal operators?
With a track record in Tribal betting, Kambi will always provide sportsbook solutions that are flexible and scalable, designed to meet the unique needs of Tribal operators. Our technology allows them to maintain control over their brands, which can be incredibly important to them, while leveraging Kambi’s trading capabilities and our experience in working closely with regulators to ensure compliance and long-term sustainability. Given the strong retail presence of many Tribal operators, we’re able to provide our full
offering, including our bet builder, live betting and cashout, creating an exciting experience for customers on the property. Through our experiences in working with Tribal operators, we’ve seen an uplift in food and beverage sales, table games and rewards memberships.
Texas is currently considering a bill to regulate sports betting. Do you think a legalized Texas could lead to a legalized Florida or California. What could that mean for Kambi?
The legalization of sports betting in Texas would indeed be a pivotal moment for the industry. Kambi has long viewed Texas and California as potentially substantial future growth opportunities due to their large populations and sports markets, and any movement in Texas would no doubt be a significant development. However, success in Texas doesn’t guarantee similar outcomes elsewhere given political complexities.
Furthermore, any current optimism in Texas must be tempered with caution as the state still has many hurdles to overcome. While Governor Greg Abbott said he had no objections to legalizing sports betting, the latest bill must first pass through the state Senate and then be approved by voters — a challenging path given previous legislative roadblocks.
California presents an even greater challenge as the path to legalization is deeply tied to Tribal interests. The failure of previous ballot initiatives reinforced that, without Tribal support, any attempt to legalize sports betting is likely doomed. There is a desire from Tribal leaders in the state; however, they want to make sure every Tribal community, including non-gaming Tribes, are represented in the process.
What do you think will be the major challenges to face the Tribal market this year?
Tribal operators are more confident than ever in launching a sportsbook and the future for them has never looked brighter, but one of the biggest challenges they face is being able to compete with commercial brands recognizable on a national level. To stay competitive, they’ll need cutting-edge technology with dynamic odds and personalized offerings. Kambi can help mitigate this with our highly flexible and datadriven platform, powered by a wealth of realtime data that allows operators to optimize pricing, odds and user experiences.
DAVID BRETNITZ VP of Sales, Americas Kambi
Furthermore, Kambi’s solution is highly adaptable to the various regulatory models. We work closely with regulators to make sure our partners are compliant with both state and federal frameworks.
With new threats and competition constantly growing, Gaming America explores how Tribes can try to stay agile and ensure their Sovereignty.
In recent years, there have been significant moments of expansion for US gaming, transforming what was originally seen as a brick-and-mortar-reliant space into a consistent revenue driver across multiple platforms. On February 19, the American Gaming Association (AGA) reported that total commercial gaming revenue in the US for 2024 reached $71.9bn, which would increase to approximately $115bn with estimated results from Tribal gaming. Online gaming, including mobile sports betting and iGaming, accounted for 30% of nationwide commercial gaming revenue throughout the year, generating a new annual record of $21.54bn.
At the time of writing, 38 states within the US along with the District of Colombia allow some form of sports betting to residents, while 30 of the states where sports betting has been legalized offer online access to sportsbooks. Since 2018, when the Professional and Amateur Sports Protection Act (PASPA) was judicially overturned by the US Supreme Court, sports betting has generated unimaginable growth throughout the country. The sports betting industry witnessed $13.71bn in gross gaming revenue (GGR) throughout 2024 and has totaled more than $40bn in GGR since PASPA was overturned.
set during the fourth quarter of 2023. IGaming revenue grew 28.7% year-over-year to $8.41bn across the seven states in the US where online gaming has been authorized, while each market excluding Rhode Island – having only legalized iGaming during 2024 – achieved new annual revenue records.
Tribes and the regulators who represent each respective community have been working for years to expand Tribal gaming into forms that would introduce sports betting and iGaming where certain states allow for it. While the industry continues to expand at an unforgiving rate for regulators, Tribal sovereignty has remained at the forefront of discussions no matter the size in which land-based facilities, sportsbooks or online casinos have grown
over the years. Through dedication to their respective communities and constant adaptation, Tribal regulators have shown on numerous occasions how the best interests of their Tribes and members will always be the primary focus regarding gaming's expansion.
STRENGTH IN NUMBERS
The full-year 2024 figure generated by sports wagering represents an increase of 25.4% from the previous record of $11.04bn set during 2023. In the fall specifically, the sports calendar helped propel operators to its most lucrative quarter on record for the sixth consecutive year, earning $3.66bn and increasing 7.3% from the previous record
While Tribes attempt to work hand-in-hand to gain experience and better prepare for gaming industry expansion, the amount of new competition that enters the space can become overwhelming as consumer demand grows along with it. During 2024, a number of verticals made their presence known, such as daily fantasy sports (DFS), which has been on the rise for quite some time, or an offering like sweepstakes casinos that has seemingly brought an equal amount of fear to regulators as opportunity. The latest gaming industry challenges constantly keep Tribes and regulators on their toes, but finding ways to unite and enhance knowledge is a tradition that will stand the test of time for Tribal communities.
MATTHEW MORGAN Chairman OIGA
Regulators discussed prioritizing Tribal sovereignty within the gaming industry as part of a Global Gaming Expo (G2E) educational breakout session held in Las Vegas during October 2024. Washington Indian Gaming Association (WIGA) Executive Director Rebecca George, who was also able to speak further with Gaming America on the subject, shared her thoughts with attendees of the panel.
“[Protecting Tribal sovereignty] is first and foremost at the front of Tribal leaders’
GAMING AMERICA | COVER FEATURE
minds. And they understand that we’re stronger together. I think we all have a common goal, a common purpose and shared vision for what we want. We appreciate those things, and I think we have learned throughout the years that we have very strong contacts because of our willingness to share information and to work together strongly,” George said.
Minnesota Indian Gaming Association Executive Director Andy Platto also spoke during the breakout session, referencing how the sports betting industry specifically has changed over the past 15 years, for Tribes located within his state. He noted how Minnesota Tribes have come together to gain a better understanding of the sports betting market, as well as how Tribal leaders have begun sharing prior knowledge and experiences to educate communities where legal sports betting is still under consideration.
After the Commodity Futures Trading Commission (CFTC) sought feedback on prediction markets, 18 entities sent letters to the Commission during February 2025, 10 of which stemmed from either Tribal groups or individual Tribes, including the Indian Gaming Association (IGA). Serving as an inter-Tribal association of 124 federally recognized Indian Tribes “committed to advancing the lives of Indian peoples economically, socially and politically,” IGA is one of many regulatory resources meant to protect and preserve Tribal sovereignty.
“IGA strongly urges the CFTC to make it clear that Sports Contracts are prohibited from being listed or made available for clearing or trading. (The) trading of Sports Contracts is gaming, violates state and federal law and is contrary to public policy for various reasons,” IGA said in a statement to the CFTC.
“Importantly, allowing Sports Contracts to be listed and traded will interfere with the sovereign right of Tribes and states to exercise police power to regulate gaming within their respective territories, a right long recognized by courts throughout the
US. Listing and trading Sports Contracts will siphon critically needed revenue that supports Tribal and state governments and their citizens by providing an endrun around Tribal and state regulation of sports betting.”
Prediction markets allow players to buy and sell shares on the outcome of a future event, even if the prop bet does not hold any relation to sports, such as “Will the film ‘Wicked’ gross more than $500m domestically by January 9 2025?” which carried outcome prices of “yes” for $0.27 and “no” for $0.75. With prediction markets falling closer in line with that of a stock market than sports betting offering, Tribal gaming groups such as IGA continue to voice opposition to protect the Tribes each represents, as seen throughout all verticals of the gaming industry.
“It really comes down to individual Tribal state relationships and really learning from each other, especially in the vendor space, where I think other associations like ours have begun sharing information nationwide about what these vendors are doing, or not doing, in Indian country, which has become really vital to the conversation,” George said.
“We’ve seen these big guys try to plough through Indian country, but we can put up a big stop sign that shows
them there’s no way through this except by working with Tribal regulators and the communities. Having all of us nationwide be in communication has at least slowed folks’ ability to blow through Tribal sovereignty and gaming.”
CHALLENGING NEW VERTICALS
As stated above, the gaming industry is an ever-changing space that waits for no one, whether it is the expansion of iGaming forcing land-based operators to adapt, or what is seen today with the practices undertaken by Tribal regulators. Throughout 2024 and continuing into 2025, there have been several new verticals attempting to stake their claim as the hottest offering to be introduced to the gaming scene, such as DFS, sweepstakes, prediction markets, iGaming or the recent growth of Class II games in certain Tribal properties.
The quickening transition of what gaming offerings are most popular with players creates a sense of adaptation throughout every branch of the gaming industry, but most importantly for Tribes, where members continuously rely on revenue generated from gambling. With over $30m of estimated GGR having been accumulated from Tribal gaming, the space is still finding success in spite of new competition attempting to find ways around Tribal regulation.
REBECCA GEORGE Executive Director WIGA
Mohegan Gaming President and CEO Ray Pineault tells Gaming America : “ There are many forms of what I would call unregulated gaming going on right now, but Tribal gaming functions in a highly regulated industry. We’re an industry where all the people operating should be held to the highest integrity. Anyone who’s entering this field should be held to higher standards; we are working with people’s disposable income. It’s unfortunate that these things are cropping up. They aren’t regulated, and I know states are starting to take it on and address it. They are beginning to take legislative action to either ban them or actually regulate and license them, and
GAMING AMERICA | COVER FEATURE
I think that’s imperative to keeping the integrity of this industry alive and well.”
Even with certain verticals extending past the reach of regulation, others find growth in more recognized and traditional pathways for regulators, but those representing Tribes where certain states are salivating for new opportunity work tirelessly to keep sovereignty at the forefront.
DFS, for example, is now available in 45 of 50 states across the US, including areas such as Florida, Oklahoma, Washington and California, where many of Tribal gaming’s most prevalent areas also rest. After witnessing an increase of over 25% in GGR throughout 2024, the sports betting industry consistently stands as one of the most successful arms of the gaming tree, especially as its online reach continues to spread.
California, particularly, carries significant interest to sports betting operators of any offering, due to the
high public demand from consumers to place wagers on their favorite sports teams. James Siva, Chairman of the California Nations Indian Gaming Association (CNIGA) and Vice Chairman for the Morongo Band of Mission Indians, spoke to Gaming America on the ease some DFS operators have had when it comes to expanding market outreach. “The larger DFS operators have been able to expand their operations without any hindrance really because they’re operating in this grey area," he explains.
"In some ways, they floated under the Tribal radar even as far as the growth of that industry because a lot of the Tribal operators and regulators have been focused on the more traditional sports betting. There are conversations going on that took both financial and political resources, and a lot of time and effort on the part of regulators.
“I give a shout out to Victor Rocha, Conference Chair at IGA, who really
put DFS on my radar as well by saying this industry is growing and taking in hundreds of millions if not billions of dollars out of this market; with a form of gaming that, until we have any kind of firm decision, is illegal. Seeing that illegal market grow without any kind of hindrances was an affront to what the Tribes have done in California.
“We pride ourselves on being incredibly well regulated by running safe gaming operations that our customers and team members feel proud to be part of. Without any kind of action being taken by the Attorney General, I don’t really know what’s going to hinder DFS until there is a legal opinion about the actual games being played by consumers.”
The current laws in place for California ban traditional online sportsbook operators from conducting business within the state, but the official verdict for DFS has been left clouded by lawmakers. There are no laws that specifically mark the offering as illegal, but no such laws explicitly state DFS has been deemed legal either.
As of now, DFS operations from sportsbooks such as PrizePicks, DraftKings, Underdog and Sleeper continue to run smoothly in the state, as operators have perceived the non-commitment from California lawmakers as permission to conduct business without any restriction.
“For us in California, the biggest concern is the grey market. It is illegal and it’s being able to grow across the state, whereas I would pretty much guarantee that any Tribal operation conducting a similar activity would be shut down immediately. For them to turn a blind eye and take all of this time to even address the issue, for Tribes it’s very troubling. With DFS, there was an ask from the legislature to get a legal opinion from the Attorney General and the AG turned around and started taking comments on proposed regulations within a matter of weeks,” Siva said. “So, seeing how this industry is being treated compared to the hoops we have to jump through feels like a slap in the
GAMING AMERICA | COVER FEATURE
face. They’re taking a big portion of revenue out of the state while operating illegally. For us, again, it’s just an affront to the entire Tribal gaming industry that we built in California from nothing 30 years ago to a $12bn industry based on numbers just coming out of the NIGC for 2024. To have this continue to happen is just an affront to our sovereignty and our exclusivity in the state of California.”
WHERE THE ANSWER LIES
As stated, these verticals will continue to grow at an unrelenting rate as long as an avenue exists for revenue to be generated without properly identified regulation from respective state lawmakers. For Tribes, the hope lies in the authorities chosen to represent each. In Oklahoma, Matthew Morgan, Chairman of the Oklahoma Indian Gaming Association (OIGA), continues to work with his fellow state regulators to appease consumer demand while maintaining sovereignty for the communities he represents. He tells us: “We are a very big proponent in Oklahoma of well-regulated gaming and we understand that the industry is always going to be pushing the boundaries of bringing products to customers. But it has to be done in a way that makes sense under the law, and it also has to be done in a way that respects our rights under our gaming compact and the Indian Gaming Regulatory Act.”
The Indian Gaming Regulatory Act (IGRA) was enacted by the US Congress on October 17 1988, to regulate the conduct of gaming on Indian lands and establish the National Indian Gaming Commission (NIGC), as well as the regulatory structure for Indian gaming within the US. Tribes have the exclusive right to regulate gaming activity on Indian lands if such activity is not specifically prohibited by federal law and is conducted within a state that does not prohibit the gaming offering. IGRA, along with legislation such as the Indian Gaming Compact Morgan referenced, help Tribal communities continuously drive the revenue necessary to prosper.
RAY PINEAULT President & CEO Mohegan Gaming
“We are always looking to ensure we’re having an open and honest dialogue with any of the potential partners. We are respectful of each individual Tribe that OIGA represents, their efforts, operations and drive to move forward and grow their market. At the same time, we also stress that there is a need to uphold a boundary in what we’re looking at in terms of new forms of gaming,” Morgan says.
to the table in the first place. George says: “Tribal sovereignty is what brought us to the table, right? Without Tribal sovereignty, without state sovereignty, we wouldn’t be having lottery conversations; we wouldn’t even be having Indian gaming conversations. It’s what gives Tribes the authority to offer games and I think we have to always have that lens, and the understanding of the impacts these businesses have. These aren’t independent, out-of-state gaming corporations, these are governments here in Washington. They’re here to stay and are contributing in big ways to our communities,” George said.
“In Indian country, we’re very cognizant of the ripple effects one Tribe may cause. Sometimes our patrons don’t understand the line between legal or illegal. They feel if it’s available, then it’s a legal operation, so sometimes what we’ll have to do is educate not only our patrons, but also the policy holders and our law enforcement partners to make sure integrity is maintained. That’s always a concern but, again, our job at OIGA is to express what we believe is the standard and then rely upon our individual members to uphold that standard.”
“We’ve always taken a very calculated approach when it comes to any kind of expansion. We really care and value what our state wants and Tribes have always been on the cutting edge of technology. I think Tribes are still capable of that, even if we lost a little bit through assimilation, because we have Tribal leaders that have always taken a very thoughtful approach to the offerings at different casinos, in sports betting and online.”
Answers also lie in working with the operators directly so the best interests of Tribes are always made clear to the online casinos or sportsbooks looking to enter the respective areas. Siva, George and Morgan all spoke on how finding common ground with operators is still the most functional way of ensuring the industry can still expand in a healthy manner while the lives and opportunities of Tribal community members continue to advance.
In the case of Tribes located throughout the state of Washington, the pressure doesn’t mount quite as high as that felt in California or even Oklahoma but the work to keep sovereignty at the forefront remains constant, as the regulator understands what brought everyone
“The first thing is always outreach," Siva states. "Coming to meet with Tribes, explaining their position. Even if we have a disagreement, I’ll call out what I consider to be their legal actions and always leave at least a window open, if not a door open, for the future. We’ve had conflicts with other people in the gaming industry for a long time. We had conflicts with slot operators where they wanted a seat at the table, when we were first getting started, and we outright rejected that;
which can end up similar to these recent attempts at expansion.”
“If gaming is going to expand in California, it’ll have to be connected to Tribes, whether some kind of partnership or shared equity. I say it over and over again, the Tribes are the operators. Anyone else coming in who wants to provide a service or to be a vendor, those are conversations we can have. Do your research, come out, meet with different Tribal leaders, meet with different regulators, different operators, but do so respectfully. That first encounter can greatly affect your future endeavors with any specific Tribe. We’re heavy on trust and respect, so if you come in working to gain that trust, it can go a long way. But if you come with the wrong attitude, preaching or dictating what Tribes are going to do, you’re dead on arrival.”
SOVEREIGN PURSUIT
Casinos and gaming facilities have played a crucial role in bolstering Tribal economies and supporting essential services within communities for decades. With the evolving landscape of online gaming and sports betting, Tribes are seizing opportunities to extend gaming offerings beyond the retail casino floor.
As more of these operators and Tribes work in partnership to help properties adapt revolutionized gaming offerings, new pathways for economic growth, expansion and strengthening sovereignty also begin to open. Doing so has never been a simple process for Tribes, as those who have contributed will note, but it is still a natural step in adapting to this industry, one that will continue to prove beneficial if conducted in a proper manner.
“Everything we do is focused on the Tribe and focused on the generations to come. That’s the mantra we carry forward at Mohegan, making sure we learn from generations of the past to provide for the generations that will follow,” Pineault said. “We want to
JAMES SIVA Chairman CNIGA
make sure we’re staying ahead and up to date with all the innovations and technology, while making sure to provide platforms and experiences for our guests that truly excite and engage n a responsible manner.”
always going to see, especially in our industry being such a technology and entertainment-driven space. You’re always having people, like I say, push the envelope. But in a way that can be helpful because it helps our industry grow while being mindful of what impact it has on communities. If somebody’s doing something unsavory, a bad apple, we know the consequences to be suffered and can push back from that. Tribes are very leery in what they decide and I think a lot of that goes back to why we’re empowered in the first place to operate gaming operations within Indian country,” Morgan said.
Tribal gaming was a $41.9bn industry as of 2023 (with 2024 figures yet to come). This figure will only continue to grow as new verticals are accepted and desired by the communities in which these regulators represent. While legislation such as IGRA and state compacts help warrant some level of defense from operators looking to expand in rapid succession, it’s still up to Tribes to maintain consistent adaptation no matter how quickly the industry can shift at times.
“It was a way to have economic development for our Tribes, give back to programs and services and have that relationship with Tribal government officials. A lot of our regulatory bodies are made up by individual Tribal members and it’s not just a job for them. It’s personal, even if they want to see the industry be successful too. I can’t brag enough about the job they do; they are some of the most educated and sophisticated regulators I have encountered in my 20-plus years within Tribal gaming.”
By the early portion of April 2025, Tribal gaming conferences and tradeshows such as IGA and CNIGA will have passed, with the introduction of new offerings set to be released throughout the year brought forth by suppliers and operators alike. The 2025 calendar flip doesn’t just signal an additional year of success for the everchanging gaming industry, but a reminder to Tribes and regulators that the desire for expansion is ever-present and showing itself in numerous forms.
The adaptation of Tribes has helped set a precedent throughout gaming that sovereignty is to always be respected, especially in situations where operators are attempting to introduce previously unrecognized offerings. A natural evolution from the industry is always to be expected from Tribal communities and their properties, as exemplified by the latest innovations in both technology and online gaming in recent years. Tribal regulators are responsible for ensuring sovereignty is invariably protected while this growth occurs, as the tradition and livelihood of their people can be tested by those who see regulation as a matter of choice.
Morgan says: “That’s something we’re
In an ever-changing gaming industry, Tribes habitually find ways to adapt no matter what new vertical or challenge is presented, because that is what native members have been doing for decades. As technology grows, though, so does new competition – meaning staying agile is key.
LACK OF EFFICIENCY
New York State Senator Joseph Addabbo joins Kirk Geller to provide an update on the casino bidding process in New York City, and his latest attempt at legalizing iGaming within the state.
Would you be able to provide an updated outlook on the casino bidding process in New York City since Governor Kathy Hochul vetoed legislation that would have expedited the process in November?
This is a vote we took in 2022 to expedite these three licenses, and we did so thinking there’d be action and activity in 2023, and we could at least acknowledge the revenue from the three licenses. Here we are talking about this in 2025, so it’s not a picture of efficiency at all.
Considering we’ve done four upstate licensed casinos in a fraction of
the time, this is where it can take way too long.
I had a piece of legislation that looked to codify time frames so that the people of New York can realize when these jobs will come about and unions can figure out when they are going to start the construction jobs. The Governor vetoed it, basically saying she already has a time frame set out, at least verbally, in June of this year to stop the application. Then, she accused me, so to speak, of changing the process when the process had already begun. But we can’t even begin to compare these proposals until the process actually does start. When someone asks me which proposal I like, I don’t even know how to answer because I’m unsure of how many bids we have to consider. We need to start the process and I
thought we could have started the process back in August, which was when my bill said we should start. But nevertheless, here we are talking about this, and you and I can have this conversation in 2026, maybe even 2027. I hope we don’t, but we could because there’s nothing codified. We have to hope the Governor sticks to her word and starts the process in June. I am optimistic we can, and we’ll take it from there.
Within the veto, Governor Hochul stated that changing the timeline of the bidding process could hurt certain bidders while helping others. Do you believe that would have been the case and is there a codified timeframe for when bids will be accepted?
There is no codified timeframe at this point, although I will be introducing legislation to
do so. The waiting period has been seen as helping some and frustrating others. I’ll tell you about the frustrating part. I’m frustrated, but we have iconic names in the gaming industry getting frustrated. We have people who are ready, who have been ready to submit a plan, but they’ve been told to wait... and they don’t know why. Nobody knows why.
The Governor’s people may say it’s to allow some people to figure out their land-use issues. Well, some of these entities have had two years to figure them out. You can start a process and have applicants submit their proposals while working out their land-use issues. But no, we’re going to wait and it’s frustrating. It’s not a picture of efficiency.
In your response to the veto you stated that expediting the timeframe would bring credibility to the casino bidding process. How would the legislation you introduced, or plan to introduce, accomplish that?
If we can codify and hold the Governor’s administration to the dates she set in June, then the people of New York can determine for themselves when they are able to apply for jobs, when the unions are able to start construction jobs and when the MTA can figure out what revenue they can account for on their
books. We have seen in the past that this government administration blows past arbitrary time frames or verbal time frames without a blink of an eye. Deadlines cause efficiency. They allow people to account for certain things such as jobs and revenue.
What would the primary benefits be for residents and local businesses after placing a casino in New York City?
There’s obviously the tax revenue that would be generated, which I’m sure would help with a number of initiatives. I have witnessed the benefits and concerns of opening up a casino in a community, because I live right near Resorts World. I have witnessed it from groundbreaking to ribbon cutting and now 12 years later. Resorts World has been a great neighbor; we had our concerns about criminal activity, traffic patterns, infrastructure, but none of those things came to fruition. We handled each issue as they came about.
great union jobs, thousands of them, so that people could live and work in your district for the next 30-40 years. It’s a once-in-a-lifetime opportunity because we’re only doing three licenses; we’re not doing any more. For elected officials, you have these opportunities at your disposal when dealing with the possibility of having a new casino in your district. There will be fears and concerns of the unknown, but there is not a fear or concern that cannot be addressed in my opinion. Every site is different, every geographic location is unique and we have to deal with it in those terms as well.
Are there any proposals you believe that stand out while the bidding process is still ongoing? They are all good entities and iconic names within the gaming industry. I want the state to welcome them in and, again, none of them are getting frustrated. They all have different components, entertainment, housing, whatever
I tell my colleagues who have the possibility of having a casino in their district that they can create
GAMING AMERICA | NEW YORK, NEW YORK
it may be and of course, the gaming site. That’s why I wanted to get the process started, because once you get the process started and they submit, now you know what the proposal is going to be.
Once we start the process, then we get this comparison of ‘hey, this one’s good, but this one’s better.’ You only have three shots, and you’re not looking for the shiny penny that’s only nice for a couple of years before dulling out. We have to look 20, 30 or 40 years down the road. Is this still going to be an optimum site for New Yorkers? I really look at these proposals with anticipation of getting the process started.
Is 2025 still a realistic goal for this process to be finalized, or are we witnessing momentum shifting towards 2026 and beyond?
No, I believe we can be done in 2025. Again, it all depends on how many actually apply. Up to 12 is manageable, but once you get to 13 or 15, if there are that many proposals, some may not be as credible, which is just time consuming. But if we keep it to a manageable number of applicants, we can move through this quite quickly. I do believe with a little initiative and a little effort on the Gaming Commission and Governor Hochul’s side, we can have the three operators or the three sites named by the end of 2025.
In more recent news, you introduced unsuccessful legislation that would legalize iGaming in New York. This was your third attempt to do so, and what was involved this time around?
There’s always a sense of optimism whenever I introduce this bill and stop the budget process. For this year, there were three new factors to consider and two within the gaming industry. We are now looking at sweepstakes casinos. These are already classified as online gaming, but they are currently
“WE HAVE PEOPLE WHO ARE READY, WHO HAVE BEEN READY TO SUBMIT A PLAN, BUT THEY’VE BEEN TOLD TO WAIT... AND THEY DON’T KNOW WHY.”
unregulated. They find a loophole because they don’t accept cash, but consumers buy virtual coins that can be turned into cash prizes. That’s gambling, and I have a feeling that they are trying to market to a younger demographic, which concerns me. Then, you have cryptocurrency, which is getting into the arena of sports betting and targeting the Super Bowl.
They already took up more than $1bn in bets and handle for this cryptocurrency population to bet on the Super Bowl. These are two reasons why we need to regulate iGaming in New York. The other point I like to make is the fiscal condition of the state. We’re okay for this year, but in 2026 there is a $3-6bn dollar deficit and it grows even bigger for 2027.
Once you consider that, there is
going to be a need for significant and sustainable revenue going forward, because we can’t just keep taxing people and we can’t keep cutting government. That’s why you need to do iGaming and enact it in legislation. It will take about a year to fully introduce because iGaming is not just a light switch we can flip on and off, which is why I believe we need to get started prior as soon as possible.
How can iGaming complement brick-and-mortar casinos in New York as legislation continues to face opposition from groups such as the Hotel and Trades Council?
I think iGaming actually helps a brick-andmortar site through cross promotion. Some players in the state want to gamble but don’t want to travel to brick-and-mortar sites, meaning those properties can say ‘hey, download our app and play here.’
We are willing to work with the Hotel Trades Council, who I’ve been a fan of and worked with in the past, but I also believe we have the opportunity to be a model state. The other states would turn around and go, ‘wow, look at New York, they did legislation that protects and increases brickand-mortar jobs, but still offers iGaming.’
JOSEPH ADDABBO JR
State Senator New York
We could be creative with legislative language, but it can’t just be me. I need initiative on the Governor’s side and the Trade Council to get together and figure this out. I’ve been talking about this for three years now. Every year, we lose about $1bn to neighboring states and illegal markets for iGaming. I want to go forward. We need the revenue, we can do this and let’s get to work. Let’s roll up our sleeves and I really hope it’s soon.
FEELING WELCOMED
Doug Vogelei , Mohegan Sun’s new VP of Gaming, joins Kirk Geller for a discussion on his new role, his values in the gaming industry and his experience working with Tribal properties.
What have been your opening impressions of your new role and how has it been getting accustomed with the Mohegan Sun team?
The whole team has been extremely welcoming and one thing going through orientation here is the buzzword of culture. Mohegan Sun really has a culture here: it’s called the Spirit of Aquai (President & CEO Ray Pineault has previously talked about this in Gaming America). It starts with welcoming. I was walking on the resort floor the other day and I saw a table game supervisor who stopped me and said, ‘we just want to welcome you, if there’s anything we can do or anything I can help you with,’ and that’s ingrained in the team
members here. That’s from the top down and that’s what I’ve experienced here
How did the opportunity come about? Especially as you had been working at a property in San Diego and Mohegan Sun is located in Connecticut.
They reached out to me and asked if I would be interested. My wife and I have been looking to move back to the East Coast; I’ve been on the West Coast the majority of my career. We have a lot of friends and family on the East Coast originally being from New Jersey, and it was an opportunity that felt right. We wanted to be closer to New Jersey and our friends and family, and at this
stage of my career I can be very selective in the properties that I choose to work for. Mohegan Sun was on the list and is a major player in the gaming industry, so I was excited to explore the opportunity to work for them.
Has Mohegan Sun always been a property of interest to you, having been raised in the Tri-State area?
I can tell you when the interest first started. I worked for Las Vegas Sands at the Venetian Palazzo. I was with them for almost 21 years, and we had a property in Pennsylvania that I had an opportunity to visit, so I took that time to explore some of the casinos on the East Coast in the Philadelphia, New York and Connecticut area.
I had the opportunity to go to Foxwoods and Mohegan Sun. When I got back to Las Vegas and reported what I saw with some of the other casinos and some of the trends that were going on, I was extremely impressed with the product that was being put out by Mohegan Sun. I told them if you take Mohegan Sun and put it on the Las Vegas Strip, it would be extremely competitive and would probably outperform a lot of the properties that were on the Strip at that time. We’re going back to 2015 and that’s when Mohegan Sun was first on my radar as one of the companies I admired. I followed them, their performances and the things they’ve done over time. When they reached out, I originally said no because I didn’t know the property that was asking. And then I said, ‘but if I know somebody that’s interested in a position, can I ask which property it is?’
And once they said Mohegan Sun, I said ‘Okay, tell me more.’
NEW ROLE | GAMING AMERICA
Does your previous experience in Las Vegas and at Sycuan Casino Resort help prepare you for the new role at Mohegan Sun?
Absolutely. At the start of my career, I went to UNLV and received a degree in hotel administration. I worked at Caesars in Las Vegas to pay my way through school, but I wanted to learn the gaming side. Indeed, at Caesars, it seemed like all the action was on the gaming side. I was fortunate enough to be able to learn the gaming side, but to do that, I had to deal. I went from being a hotel manager at Caesars Palace to dealing for blackjack, poker and baccarat to work my way back up through the gaming industry.
The thing that prepared me the most was an opportunity at the Venetian to learn slots. I believe I was a table games director at the time and told them ‘you know I know nothing about slots, right?’ But they said the corporate slots team would come down and teach me everything there is to know. I went to UNR and took some online slot classes to understand the slot world a little bit. It’s hard to find someone that knows slots and tables in our industry, so it prepared me tremendously for this role because I believe I have a strong background in both.
Are there any specific parallels or differences in working for a Las Vegas property such as Venetian compared to a Tribal property such as Sycuan or Mohegan Sun?
They all run class III gaming, so they all have the same products, the same slot machines, the same table games, and you’re still dealing with guests, team members and products. What’s different is a property like Venetian is a corporation that has shareholders you’re responsible to, whereas Sycuan and Mohegan Sun are Tribes you’re helping to secure their sovereignty. The impact of the bottom line goes directly to the Tribe and its infrastructure. What I’ve experienced so far – I’ve been at two Tribal casinos – is how much they give back to the communities. It’s unbelievable. It’s one of the reasons why I wanted to make sure I stayed on the Tribal side of gaming. I’m enjoying it thoroughly. I find it rewarding, to say the least, to see that the fruits of our efforts go to a greater cause. Not that the corporate casinos don’t, they give a lot as well, but it just feels a little bit more personal with Tribal gaming.
Do you work with Tribal regulators in Connecticut to ensure sovereignty remains at the forefront in sectors such as sports betting and casino games?
The gaming industry is highly regulated and so, in Nevada, you have the Nevada Gaming Control Board and, in California, each Tribe has their own gaming commission, which is regulated by the NIGC. It’s the same thing here in Connecticut with Mohegan Sun; they have their own gaming commission and it’s highly regulated, so there are no concerns in that regard.
DOUG VOGELEI VP of Gaming Mohegan Sun
What are the specific features of Mohegan Sun that help set the property apart from other facilities such as Foxwoods or in New York, New Jersey and Pennsylvania?
You first have to think about the history of gaming, starting in Las Vegas before
GAMING AMERICA | NEW ROLE
making its way to Atlantic City and then eventually Foxwoods and Mohegan Sun. The gaming industry has expanded and become more crowded in recent years. Everything Mohegan Sun has done in regard to the decor has a meaning that is tied to the Tribe.
When you walk through, it’s a seamless transition and it was done very, very well. The aesthetics of the property is an attraction and, even when it comes to non-gaming aspects, we have restaurants such as Beauty & Essex, Michael Jordan Steakhouse, Tuscany.
We have a 10,000-seat arena that just hosted Pitbull on New Year’s Eve, so there are many ways to attract people to the property. Mohegan also owns the Connecticut Sun WNBA franchise, which is an easy way to attract sports fans to the property. They’re constantly doing a lot of things to drive foot traffic to the property and that’s what’s setting us apart, making sure we’re creating these non-gaming experiences, which leads to eventual gaming experiences once guests are here.
Are there ways you can assist the property to stand out on the gaming side of the business despite only joining in January?
What differentiates any property is the team members, and that’s one thing that became apparent to me before taking the job: we
“I FIND IT REWARDING, TO SAY THE LEAST, TO SEE THAT THE FRUITS OF OUR EFFORTS GO TO A GREATER CAUSE.”
focus on our team members here at Mohegan Sun. It is priority number one, making sure the team members are taken care of, which ensures they are in the best position to take care of our guests. Guest service will set you apart. Everyone has table games; everybody has slots. Foxwoods is right down the road, they have a lot of amenities there as well, but at the end of the day, it’s that guest service and that experience a person feels when they go to your property. Is that service seamless from check-in to valet to housekeeping to the experience they have in the restaurants, and are we consistently providing the best experience to guests? I believe guest service is the number one.
With over 30 years in gaming, how have expectations from guests continued to expand over time?
It’s a challenge sometimes, especially at properties that have been in business for a
while and where you have team members who have been there for a long period of time. It’s just getting back to basics, giving clear expectations and holding people accountable in regards to making sure we’re providing the best guest service, because there can be some complacency at times. It’s not intentional. Let’s face it, if you walk through a casino and a dealer is watching TV and not paying attention to you as you walk by, how do you feel? And when you want to sit down and play, you feel like you interrupted them. Those are the things we need to make sure we do not encounter. Being in the industry for so long, you have to be honest with your team members on the impact it causes, and I think if you’re genuine with your team members, they’ll buy in and be on board.
What are you looking forward to most about this new opportunity with Mohegan Sun and what should guests expect for the remainder of 2025?
I’m excited to be here. It’s a property I wanted to work for and I’m just extremely excited to join this culture. It aligns with my values and, while it’s still very new, everybody has been extremely welcoming from our GM Jeff Hamilton to the Executive Committee. Everybody’s just been wonderful and I’m looking forward to being able to contribute and continue the legacy Mohegan Sun has built in Connecticut.
We’re going to continue to have the latest and greatest slot products. We have a fresh floor; we pride ourselves on having the latest slot products our guests want and making sure we’re providing the absolute best guest service, and continuing to be one of the most respected properties in the world.
Aristocrat Interactive’s iGaming White-Label Managing Director Jonathan Chilton speaks with Gaming America about Betiton’s launch in Ontario and the future of iGaming within the province.
What has been your role in helping develop Aristocrat’s iGaming whitelabel and when did the company first see an opportunity to utilize it?
Aristocrat’s iGaming white-label is one of the five go-to markets we have as a representative business unit. It’s a legacy of a previous acquisition that was made by the Aristocrat Group back in April 2024 of NeoGames. NeoGames had a history of white-label and BDC operations. They divested the BDC operations in 2021 to focus the white-label in regulated markets and, through that acquisition, Aristocrat inherited the white-label operation.
The benefit of having a white-label operation is that we offer turnkey solutions from an end-to-end perspective for partners based on our gaming licenses that we have in regulated jurisdictions. It enables our partners to enter the regulated market at a low price point and effectively outsource all of their operational managed services capabilities to us, to do on their behalf until they reach a potential level of maturity
where they can do it themselves. So we’ve divested ourselves from BDC directly, but we manage BDCs on behalf of partners on a white-label basis.
How is the white-label assisting operators such as Betiton in Ontario and how did Aristocrat’s partnership with that brand first come about?
Betiton became a partner of Aristocrat Interactive through a previous acquisition, but, in terms of the group we work with, about eight years. There’s a long and rich history behind this partnership. We operate with them in four different regulated markets and Ontario is the latest.
From a white-label perspective, the partner builds a brand, builds brand integrity and does the acquisition portion of the relationship. We do all the managed services from the point of registration through to the life cycle. Essentially, it means they can focus their attention on brand building, brand
equity and acquisition to create a value proposition for themselves. We do the rest to support that effort.
Does the prior relationship with Betiton help to ease the process of entering the Ontario iGaming market?
Yes, Betiton, in terms of the group we work with, have a number of brands with us and recently launched new brands with us too. They launched in the UK with us during January 2024 but, specifically around Canada, they’ve wanted to launch the preeminent Betiton brand in Ontario. They take Betiton into all the regulated markets where we operate or offer services and Ontario was the next frontier of breaking into North America for them.
We started off with a casino offering, Roxor and Wizard Games, which is quite a differentiator in the market, and we’ll be adding sports to the platform for a broadbased offering in Ontario later in 2025.
Absolutely, and the content from Roxor and Wizard Games, did that originate from the acquisition of NeoGames or did that follow once Aristocrat took over?
It came afterwards. It’s part of the group strategy to digitize what is very successful and longstanding content in a retail and land-based environment and take it online. It’s an amazing value proposition for some of our existing partners in different verticals. In Canada, specifically, they carry Aristocrat and Roxor content, which does particularly well because it resonates with players online from a land-based perspective. We are carrying that forward with the best practice and value proposition of what it means as a differentiator in a competitive environment.
Does the use of the iGaming white-label vary from operator to operator? Or perhaps based on the regulation of the market the operator is entering?
Each of the different regulations from a jurisdictional perspective have different requirements. There are limitations to what you can do on the frontend and then in terms of responsible gaming and anti-money laundering, which is defined by the actual jurisdictional regulations. From a white-label perspective, we’ve got two different models.
We’ve got a template model where a partner can come in and take a frontend we have built that has minimal ability for changes, or they can take an API where they build the frontend themselves. They are then able to use our microservices and widgets to differentiate their frontend and look unique in the market, helping to create a value proposition that’s uniquely theirs; following the brand equity they may have created in other markets, or they have existing from a brand perspective.
Does Aristocrat foresee the iGaming market in Ontario developing further?
Ontario is a leader in Canada; they were one of the first to legislate and open up the market from a competitive standpoint. So, moving away from monopoly, I’m sure we’ll
ONLINE GAMING | GAMING AMERICA
see some of the other states follow as we go along, but Ontario specifically has been a very successful market for a number of operators. If you look at the stats, there are over 1.6 million active customers in Ontario since its launch in 2022 and a 72% revenue increase in the past year alone among the 46 licensed operators.
We anticipate they’ll continue to grow for a period of time and that’s why we see a value proposition where the player value is also good. We’re confident the content we have to offer resonates with players in Ontario and Canada as a whole.
What are the specific features of Aristocrat’s iGaming whitelabel that help operators enter markets such as Ontario, and what are the company’s future plans for the province?
The big value proposition of a white-label offering is a lower price point in terms of margin from a licensing perspective. Ontario specifically has the option to have four sub-brand licenses that you can attribute to single brands; so on our primary license, we can have up to four brands within the market. Betiton is the second brand we’ve launched and, during the course of 2025, we plan to have four brands live in Ontario. It’s
certainly something that’s in our strategy to build, grow and diversify that market.
Is there a role the white-label can play to help bring sports betting into Ontario also?
I think localization is key. If you look at places like Alberta, they focus on hockey and some of the North American sports that resonate more. Through our history with the white-label, Ontario is the first North American-regulated market we’ve entered in terms of licensing. We come from a European-esque background, so we’ve needed to adapt our sports offering to resonate with North American players and Ontario specifically.
We understand that hockey and basketball play a much bigger role here than they do in Europe, which is predominantly driven by football. It’s definitely about localization and making sure we have compelling and competitive offers from a CRM perspective.
Is there a filtering process of sorts done by Aristocrat before partnering with operators to offer the iGaming white-label? Or would an operator approach you and show interest in collaborating first?
JONATHAN CHILTON Managing Director Aristocrat Interactive
In the past, there might have been a broader appetite. But we specifically focus on regulated markets and, because the licenses are our own licenses, we carry the liability and responsibility for managing those licenses in accordance with the regulations. We pride ourselves on offering safe gaming and adherence to really strong principles around safer gaming.
We apply a fair level of due diligence to potential partners, both in terms of their reputation and understanding their ambitions. It’s really something we do on a case-by-case basis and it’s certainly not a free for all because we’re equally liable or more. We also choose to go into business with people that have a like-minded ambition for what they want to do from a brand perspective; and also how they manage themselves within the market in terms of regulation and integrity.
REGULATION IN THE NATION
As the dust settles on another US Presidential Election, Gaming America unpicks the likelihood of imminent regulation in key battleground states across the nation.
Following an AGA annual commercial revenue report that broke records in the US market for the fourth year running, stakeholders in the industry are once again reminded of the sheer power and diversity that exists within the American landscape. It is a landscape that has continued to develop in stride following the overturning of PASPA in 2018. Despite this, both the sports betting and online gaming markets were completely overshadowed by the traditional casino market in this latest annual revenue report, showcasing the healthy competition that exists between these sectors.
Indeed, the gambling market in the US stretches back over the last century and has seen over a dozen presidencies come and go in that time. In the wake of this latest Presidential Election, however, there are number of states that saw the pendulum swing over to the more business-friendly red side of the scale. Now, Gaming America takes a look at which of those states remain unregulated, to assess the likelihood of legality being introduced to their respective gaming landscapes in 2025.
THE BADGER STATE
Wisconsin was a key battleground state in the 2024 election, with Donald Trump outmuscling Kamala Harris by the fine margin of 0.9%, flipping the jurisdiction back to the way of the Republicans after losing it to Joe Biden back in 2020. Currently, gambling in Wisconsin is not illegal. Yet sports betting and casino
is restricted to a handful of six Tribal operators with a total of 12 locations across the state between them. Further, with sports betting only having been decriminalized in 2022, the small market within the state has yet to really take off, with class III gaming revenue reaching $66.3m for the entire fiscal year 2024 – according to the Wisconsin Division of Gaming 2023-24 annual report.
Evidently, the landscape remains one that could be appropriately referred to as ‘local’ at present – and this doesn’t look likely to be subject to major change any time soon. As is the case in all US states, Wisconsin yields a keen interest in sports – with the Green Bay Packers boasting a reputable fan base that has allowed the NFL team to thrive under a recently driven community financial model. But a declining statewide population alongside no real recent attempts to open up gambling in the region indicate that Wisconsin will, at the very least, likely remain under its current Tribal regulatory model for the time being.
This point is accentuated when taking into account that any changes to the current legal framework would require amending the state’s constitution and – aside from a 2021 ruling that could provide scope for expanded Tribal-operated online sports betting in the state – major change in the state remains stagnant.
MOVEMENT IN MINNESOTA
In juxtaposition to neighboring Wisconsin, Minnesota has seen a lot of recent
movement with regard to motions to update its gambling legislation and – despite being a key battleground state that was not actually swung in the last election – change on the horizon is looking increasingly likely.
As such, following the Election, whisperings that 2025 could be the year for regulated sports betting in Minnesota began circulating in late 2024. Now, after building up a head of steam in recent months, the end of January saw Minnesota State Senator Jeremy Miller present an updated proposal to bring sports betting to the region.
Breaking the proposal down, Miller’s bill would allow the state’s 11 tribes to each obtain a license for retail and mobile sports betting operations which would be taxed at 20%. Less than a week later, however, State Senator Matt Klein introduced alternative legislation that sought to fully legalize sports betting in Minnesota, following on from his previous failed attempt to get the very same bill passed in the summer of 2024.
Klein’s bill proposed a 22% tax on net gambling revenue, which would then be split among charities, Tribes that don’t currently have gambling operations, horse tracks, sports tourism and youth sports, along with 10% going towards addressing compulsive gambling. Additional terms of the bill stated that Native American Tribes, who operate casino properties in Minnesota, would have exclusivity over both in-person wagers and contracting with online platforms.
Despite believing there was a 70% chance the bill would succeed, February
saw it fall at the first hurdle as it failed to pass through the Minnesota Senate. Klein stated that the bill’s passing should have “been easy,” but acknowledged the Senate’s “legitimate concerns” as the reason for his second failed attempt at passing it.
Prior to the failure of Klein’s bill this time around, many Minnesotans supporting sports betting legislation had thought these latest efforts represented the best chance of obtaining regulation in the state to date. Currently, the outcome of Miller’s bill has not yet come to light. Further, should Miller’s bill pass the Senate, there would still be a number of legislative hoops to jump through before any kind of implementation can be discussed.
Nevertheless, even if Miller’s bill does fail to pass the Senate, there is a lot of activity and support for sports betting in the state – and although 2025 may not be the year, regulation is almost certainly somewhere along the horizon.
NEW HAMPSHIRE IN THE BALANCE
Despite Trump winning the New Hampshire primary in January 2024, New Hampshire was retained by the Democrats in the 2024 election, with Harris taking 50.7% of the votes. While this is another state that failed to fully swing – it was a battleground, nonetheless. Now, under the shadow of a
SWING STATES | GAMING AMERICA
new Presidency, it is also a state in which iGaming regulation hangs in the balance.
Indeed, towards February’s conclusion, Senator Tim Lang submitted a bill that seeks to regulate online gambling in the Granite State. Now, SB 168 sits before the senate –who did, in fact, approve a bill to regulate online gambling back in 2023. Later that year, that bill ended up falling before the House Ways and Means Committee, who ended up shelving it. Now, however, the membership of that House committee has changed, and the new bill contains tweaks that could make all the difference this time around.
The filing proposes a hefty 45% tax on casino revenue from online casino operations, with the New Hampshire Lottery – whose sole partner in the state is DraftKings – acting as the region’s regulator for online gambling. Further, in juxtaposition to the previous, failed bill – Lang’s latest proposal would also allow licensees to operate online slots in New Hampshire.
REGULATION IN THE SOUTH
Georgia was so busy flirting with sports betting regulation throughout 2024, stakeholders may have even missed the fact that Trump managed to flip the state back over to the republican side in November, pushing aside Harris by 50.7% to 48.5%.
Unlike in Wisconsin, legislative changes
to the current gambling framework would not – in the opinion of many gambling lobbyists – require amending the state’s constitution. However, if a bill is introduced without amending the Georgia constitution, all revenue from the gaming sector could only go towards education.
What this means is that proposed bills void of a constitutional amendment provide very weak (at best) protections for areas such as problem gambling, RG and CSR – as they will not to be able to utilise revenue streams as a form of funding.
Currently, the only forms of gaming available to bettors in Georgia are the lottery and charity bingo. However, a proposed sports betting bill passed through the Senate earlier this month and is now sitting before the Senate Committee, as of the time of writing, awaiting a vote to decide its final fate. Further, the proposed Bill 386 is one that would amend the state’s constitution to allow for expanded gambling options. This could – potentially – include options for regulated casino expansion, too.
Of the three highlighted jurisdictions, Georgia is the one that looks the most likely to update its gambling laws and potentially become the 39th state (and Washington DC) to introduce legal sports betting; in a move that would mark the first major update in the US during 2025.
LASTING LOYALTY
Sue
Page, Neosurf CEO Americas,
explains how seamless verification can turn from just a convenience into a powerful retention strategy.
Our recent collaboration with Betting Hero uncovered a surprising shift in US bettors’ priorities – convenience now takes precedence over privacy concerns. As part of our pre-US launch research, we conducted intensive 90-minute interviews with New Jersey sports bettors who hold multiple online accounts. One frustration stood out above all: the tedious process of repeatedly entering the same KYC details across platforms. This wasn’t just anecdotal; our supporting quantitative survey confirmed it as a widespread pain point, directly impacting player satisfaction and operator loyalty.
As the iGaming industry has evolved, smart use of KYC data has become increasingly crucial to streamlining operations – but, with that, an even greater onus has been placed on data security than ever before. While you might expect players to be apprehensive about data sharing, our research revealed a different reality – above all else, they prioritized simplicity.
While participants weren’t oblivious to the potential pitfalls of data sharing – with a small portion of them mentioning identity theft and misuse of personal information as being chief among their worries –over half (51%) said they would be in favor of an online wallet that safely and automatically shared verified ID with betting operators for easier transactions. Statements like “I worry my ID could be stolen, but it’s easier to sign up across multiple apps,” crystalized the fact that, despite concerns, convenience was king.
I think it’s worth noting at this point that the average age of players who took part in the qualitative interviews was 36, which may also have had a bearing on their attitudes towards data privacy. Whereas in previous generations, customers completing
any kind of online transaction were incredibly wary of how their data might be used, these days players are generally more relaxed. Stronger regulatory frameworks and greater transparency around data usage have reassured players, making them more comfortable with securely sharing their information online.
This is where a strong compliance product comes in and, for us, we believe that is Neosurf's Compliance Handshake. The benefits are three-fold; players who are concerned about online security have a single point of data entry that are safeguarded by stringent policies and protocols to ensure integrity, confidentiality and accessibility of information is preserved. They also have a system that can provide seamless integration across multiple platforms and far easier initial set-up of a payment method that’s already verified, approved and ready to withdraw to immediately.
For operators, such a product delivers powerful custom reporting on player transactions and behavior – offering tailored insights that drive smarter decision-making. This in-depth analysis offers valuable insights that can be tailored to an operator’s needs, allowing them to better understand their customers. This can then be supported by specialized services like affordability checks and responsible gaming initiatives that are designed to optimize service delivery and data utility.
Given 41% of survey respondents said ease of registration and set-up was “extremely important” and 39% valued seamless integration, our research indicated that both factors have a significant impact on players choosing and remaining loyal to a sports betting platform. I believe this bears focusing on as we so often consider payments from the perspective of the player that we overlook the impact they can have on the operator. In this case, over two thirds of players interviewed said they’d consider moving to a competitor’s app if it offered them faster payments.
For operators looking to enhance player retention, payments and KYC verification can be more than just onboarding requirements – they can be strategic assets. A smoother, faster verification process not only improves the customer experience but also strengthens player trust and long-term engagement.
SUE PAGE CEO Americas Neosurf
Shared ID tools like Neosurf’s Compliance Handshake are poised to transform onboarding strategies. Naturally, adoption takes time and addressing data security concerns remains essential –but once players experience the ease of seamless verification, frictionless payments will become the new standard.
A FRAGMENTED LANDSCAPE
Following recent Brazilian regulation that changed the LatAm region forever, Gaming America investigates the fractured landscape of its Argentinian cousin.
In the shadow of the recently regulated Brazilian landscape lies the geographically neighboring market of Argentina. Indeed, Argentina is a nation that yields a rich cultural history of gambling, as well as a global cultural and economic influence that is both sizable and stable. Despite this, it is one of the few large nations across the LatAm region that sees gambling remain unregulated.
Coming out of 2024, the gambling landscape across South America was one that would have been unrecognizable compared to a few years prior, even without the opening of the Brazilian iGaming and sports betting markets. The
recent establishment of the Peruvian and Chilean markets, alongside the continued maturation of the Colombia and Mexico, have helped mould the region into a growing powerhouse with undeniable upward potential. Now, the addition of gargantuan Brazil has been piled on top of an already busy plate –and everyone in gaming wants a slice.
THE HISTORY
When unpicking the further reaches of gambling history across the globe, the invention of the printing press in 1440 is a development too prevalent to ignore due to its role in the popularization of
playing cards. It was a development, though, that was also closely trailed the following century in 1502 by the arrival of the Spanish in what is now recognised as modern-day Argentina, bringing, among many things, the practice of gambling with them.
Wagering in some form or other can almost certainly be traced back much, much further in time – yet something that is well-documented from the Middle Ages was the early Spanish colonials' passion for gambling. This passion most likely stemmed from the aforementioned invention of the printing press in Germany, as it allowed the lower classes
access to items such as playing cards and, within a short time, many members of all social classes of society were engaging with dominos, roulette, dice & card games and more. Men of arms had a particular penchant for gambling, especially as a way of settling debts. One card game that was especially popular among Spaniards in Latin America was Truco – in which violent outcomes were highly common due to instances of cheating, so much so that it eventually led to the prohibition of games of chance.
It is theorized that this is, perhaps, one of the reasons why games of chance have become so popular in Argentina over the years. Regardless of its origins, grand casino sites were erected across cities such as Buenos Aires throughout the 20th century – sparking a casino culture that stuck within the nation. However, like all other Latin American nations, Argentina is also soccer-obsessed and a keen interest in sports betting runs rife across the country.
THE MODERN LANDSCAPE
In more recent history, Argentina has seemingly continued to analyze the idea
ARGENTINA FOCUS | GAMING AMERICA
of fully regulating its gambling market nationwide, without any meaningful developments in the area. 2014 saw Argentina’s gambling regulator, Asociación de Loterías, Quinielas y Casinos Estatales de Argentina (ALEA), review its legal framework within the nation and, despite multiple proposals of both online gaming a sports betting frameworks being submitted, efforts were unsuccessful at this time.
Not much has changed in the 11 years following this development, with gambling regulation still being conducted at state level, creating a fragmented network of vastly differing legislative frameworks across the country. Despite a lack of major change in Argentina, progress is still (slowly) being made, with iGaming currently being regulated in 15 of its 24 provinces.
The capital province of Buenos Aires also legalized online gambling in 2018 in a move that further cemented its standing as the dominant gambling hub of the nation. Still, regulation within this segment of the country remains complex – as Buenos Aires City yields a separate framework and regulatory body to the wider province.
The most likely more desirable and more costly city license lasts for five years and comes with a 10% tax rate on GGR –complete with a $30,000 license processing fee, $100,000 fixed annual licensing fee and $2m “compliance guarantee.” This license regulates forms of gambling including online casino, poker, bingo, sports betting and lottery – an identical list to that of which is regulated by the cheaper provincial license, which comes complete with an annual fixed fee of $75,000 and a tax rate of 25%.
2019 saw the decriminalization of iGaming nationwide and allowed for the opening of the practice in additional provinces, although a lack of legislative harmonization across Argentina is now starting to cause issues within the market – with underage gambling being a focus point of concern.
Indeed, a report published out of Buenos Aires in late 2023 highlighted that nearly a quarter of local students
aged between 12 and 19 had engaged with online gambling.
The issue of underage gambling was one that continued to proliferate within the nation throughout 2024 and eventually sparked action from the Argentine chamber of deputies, who approved the nationwide prohibition of online betting advertisements. The federal bill – which would prohibit online operators from sponsoring sports teams or athletes – now sits before the Senate.
During the same month, the province of San Juan approved a comprehensive law to regulate online gambling. These two separate and perhaps juxtaposing pieces of legislation both aim to combat the growing issue of underage online gambling in Argentina. They also aim to tackle the high usage of illegal sites that, according to Deputy Silvana Giudici, are utilized by of 78% of bettors in the nation.
THE NATION’S POTENTIAL
Being the fourth-most populous Latin American country, with only Colombia, Mexico and Brazil being higher, Argentina boasts a modern infrastructure and significant cultural influence on a global scale. Many of its 45 million residents have access to mobile phones and the internet – a fact which, alongside a large and growing middle class, is well represented by high engagement figures with online gambling.
Moreover, despite Colombia yielding a slightly higher population, Argentina’s GDP is almost double that of Colombia’s – outpaced by only Mexico and Brazil in the LatAm region. This, combined with a fierce soccer fanaticism and keen online gambling interest, highlights the fact that the infrastructure for a thriving gambling ecosystem is undoubtedly present in Argentina. The issue is a lack of cohesion – something that the implementation of a single, centralized regulator for the nation would almost certainly be able to remedy. Nevertheless, Brazil’s sizable neighbor looks as though it will be remaining dormant for the time being.
MISSOURI: THE PEOPLE HAVE SPOKEN
Gaming America’s Laura Mack takes a look back at Missouri’s move towards legal sports betting, which faces delays...
Missouri is on track to become the 39th state to welcome a legal sports betting market after voters approved a legalization ballot measure in November. Gaming America examines the state’s progress and highlights key moments during Missouri’s journey toward expanded gambling, even if recent delays have altered the prospective timeline.
Welcoming sports betting within Missouri’s borders has involved several steps in the legal process, including bringing the matter before voters during the last election. Missouri law allows the Gaming Commission to distribute 13 gaming licenses. However, these can only go to gaming facilities
that are located on the Missouri River and Mississippi River.
MIXED VIEWS OF THE BALLOT MEASURE
Last year, the St. Louis City Democratic Central Committee agreed to support state and city ballot questions addressed to voters. Winning for Missouri Education was one of the groups that supported Amendment 2 and maintained that making room for a sports betting market could bring in funding for education around the state.
However, Amendment 2, which addressed whether the state of Missouri will welcome sports betting within its borders, was not part of the measures
the committee said it would support.
Amendment 2 was an attempt to amend the state’s Constitution and allow legal sports betting through online platforms, casinos and professional sports teams. The proposal would also implement a 10% tax on sports betting revenue.
But not everyone was in favor of Amendment 2 as presented, which resulted in opposition and debate last summer. The Attorney General candidate Elad Gross pushed back against the proposal because of concern that a legalized sports betting market might not generate enough tax revenue to fund problem gambling resources, according to local news sources.
The Missourians Against the Deceptive Online Gambling Amendment also
voiced concerns. The petition to put Amendment 2 before voters in November was questioned, specifically around whether it had gained the required number of signatures. By May, though, professional sports teams around the state had collected more than 340,000 signatures on a petition to bring the market to Missouri.
THE ISSUE OF PETITION SIGNATURES
During August, Secretary of State Jay Ashcroft’s office confirmed that Amendment 2 will be on the ballot. In addition to the sports betting amendment, another ballot campaign sought to collect signatures in support of allowing a new casino near Lake of the Ozarks. However, the Secretary of State noted that the new casino proposal failed to gain enough signatures.
Weeks of debate followed on whether voters would have a say on Amendment 2. After intense discussion regarding whether a petition to put the issue on November’s ballot was valid, Missouri Judge Daniel Green, a Circuit Court Judge in Cole County, struck down an attempt to invalidate the petition.
This gave Missouri voters a chance to pull the lever in favor of a legal sports betting market. November’s ballot also received record-setting funding. Mobile operators DraftKings and FanDuel contributed $43m toward the measure’s support. However, Caesars Entertainment helped to fund the opposition campaign by contributing $14m. In addition to legalized sports betting, voters would have a voice in whether a new casino would be welcome near Lake of the Ozarks. Indeed, the Court found that the petition for Amendment 5 also had the required number of signatures.
THE PEOPLE HAVE SPOKEN
The vote to authorize sports betting in Missouri was a close one during election night. The ballot measure initially received 50.05% approval after votes statewide
SPORTS WAGERING |
were counted. However, more votes in favor of Amendment 2 continued to come in as Christian County wrapped up its counting process. The Christian County Clerk added 9,800 votes to its previously submitted certified total. The additional votes tallied came from mail-in, absentee and provisional ballots.
Clerk Paula Brumfield had postponed the count on election night because shutting down the machines that night to count votes “would have erased all of the ballot data,” according to local news reports. She said the County did not report the results right away because it did not expect a high turnout and had run out of machines.
“We just did not have another machine to feed those provisional and those military in, so we had to keep those machines open to be able to feed them to be counted,” Brumfield told local news.
Through Amendment 2 passed in November, voters said no to Amendment 5, a decision that blocked the new casino in the Lake of the Ozarks area. Brumfield went on to note that the decision to postpone the count “was made with the agreement of the Republican and Democratic party representatives in the office.” However, Missouri Secretary of State Jay Ashcroft disagreed with the decision. He said in a statement, “Those numbers could have been reported on election night. They should have been reported on election night.”
The number of registered voters in the county is 68,453. Brumfield told locals news that Christian County voter turnout reached 75%. She commented, “We knew we would be busy, but we just had high volumes coming through the doors.”
WHAT’S NEXT FOR MISSOURI?
Those waiting for sports betting to take root in Missouri could have an open market by the summer, although recent delays have pushed the exact date back. Under the terms of Amendment 2, a legal market would need to be in place statewide by December.
However, Missouri Gaming Commission Chair Jan Zimmerman told NPR Kansas City that she “expects wagers to be placed by summer.” She went on to add, “There’s some advantages, I guess, to being relatively late to the game. The Missouri Gaming Commission is responsible for maintaining the integrity of the process, the integrity of gambling within the state of Missouri, and so we really can’t afford to have anyone that’s inappropriate, or shouldn’t be involved in the gaming industry.”
To get the market in place, the state regulator will need to draft regulations that would later require the Governor and the Secretary of State’s approval. The Gaming Commission could then issue gambling licenses after a 30-day public input period has passed.
However, sports betting might not be the only newcomer to the state. The St. Louis Post-Dispatch reported that Missouri lawmakers recently examined plans to legalize slot games statewide. Both sides of the issue were brought to the House Emerging Issues Committee in late January.
Analysis of the plans found that video gambling machines at gas stations and bars “could generate more than $343m in revenue for the state” if they are legalized. However, a nonpartisan financial review has posed the question of whether welcoming these games could cause riverboat casinos to lose money.
The report examined trends in Illinois, a state that allows machines of this kind. According to the findings, “Illinois saw a 15% decline in state revenue at casinos in the first five years of operation, while the newly legalized slot machines grew by nearly 900%.” The analysis added, “The act would likely also result in reductions in casino taxes and admission fees paid to local governments in home dock cities.” Currently, 38 states and the District of Columbia offer some form of legal sports betting. Naturally, the market has grown significantly since the Supreme Court overturned PASPA in May 2018. But there is still more to come...
HOW LAS VEGAS BECAME COOL. AGAIN
Oliver Lovat , Gaming America regular contributor and Denstone Group CEO, takes us through another historical Las Vegas journey...
When Frank, Sammy and Dean decamped from Los Angeles to Las Vegas to film 1960’s Ocean’s 11, smoking cigars, shooting craps and entertaining beautiful women were among the evening’s activities, the city became the epitome of cool elegance and glamour. Decades later, with Liberace and Elvis having come and gone, marketing campaigns from the period featured somewhat older versions of The Rat Packers, joined by
a menagerie of wild animals, magicians and astonishing production shows, where acrobats performed death-defying stunts (twice-nightly) and record levels of visitation witnessed the finest chefs plating gourmet meals to hundreds of eager diners.
The Castaways, Hacienda, Marina and Dunes made way for the wonders of The Mirage, the spectacle of The Luxor, the scale of The MGM Grand, followed by the grandeur of The Bellagio. The casino
resorts were making record profits and Las Vegas was once again the gaming capital of the world.
There was just one problem; Las Vegas simply wasn’t cool.
A DEMOGRAPHIC CHALLENGE
In 2000, 74% of visitors were aged over 40, with 44% aged 40-59. 87% were from the USA; the LVCVA marketing campaigns promised “The American Way To Play”
and, to a large extent, older Americans were the customers playing.
The casino operators had succeeded in their mission of shifting from the post-war generation to attracting the Baby Boomer demographic to town, and as a consequence of building and staffing these new properties, the city had grown in population, finally reaching 1 million in 1996.
The UNLV had stepped up, preparing many of the new generation of hospitality employees for the workplace, bemoaned in the final sequence in the movie Casino, with “kids” taking the place of older employees to meet the needs of the Megaresorts.
On the edge of the college campus, Peter Morton’s Hard Rock Hotel opened in 1995. With the anti-establishment rockand-roll theme pervasive, the resort was initially programmed for the boomer generation that were seeking to relive their wilder sides. Joining them at the
party were many of the 20-somethings working in the industry, completing their college degrees, or just wanting to hang out in a more interesting environment.
The same year, just down the street from The Hard Rock, Michael Morton (half-brother to Peter), Scott DeGraff and Andy Belmonti, who led Chicago’s N9NE Group, sought to emulate their operating success in the windy city by opening a standalone nightspot called The Drink.
Not associated with any casino operator, who were wary with inserting nightclubs into their resorts, the club became an immediate success, dominating the scant nightlife scene. Limousines from the city’s casinos dropped off celebrities and VIPs who wanted to party, whether to Boogie Nights on a Thursday or DJ Hollywood over the weekend.
Among the customers was George Maloof, who had graduated from the
UNLV before opening the Fiesta Rancho Casino in North Las Vegas. His vision for the market was developing a lifestyle orientated casino resort serving both locals and the younger Gen X customer, like him. His new resort, backed by a group of local minority owners, including Station Casinos, was to be called Palms, and it opened in November 2001, just months after events on the East Coast had brought a pause to national travel.
By then, a lounge scene had warily started to emerge in the city, notably at The V Bar at Venetian, Voodoo Lounge at Rio, and The Foundation Room at Mandalay Bay, but nothing made an impact to wider consciousness until Maloof’s resort. By day it was a favorite of local slot players, but by night it truly came alive, thanks to his partnership with The N9NE Group, who operated their Chicago concepts N9NE
GAMING AMERICA | OLIVER LOVAT
Steakhouse and the Ghostbar, alongside Rain nightclub and Skin Pool Lounge, inventing the Las Vegas pool party in the process.
Unlike other casino owners, Maloof was younger than his peers and firmly ensconced in the celebrity red-carpeted zeitgeist of the moment. The popular MTV reality show The Real World filmed a season at the hotel which, paired with the arrival of the internet, sent the gossip-filled goings-on at Palms on to TVs and computer screens of millions of escapist hungry voyeurs cross the nation. The property became a star and it was accessible to anyone that wanted it. All you needed to do was go to Las Vegas.
WHAT HAPPENS THERE, COMES HERE.
Recalling the period, Belmonti observed that in major cities, nightclub openings were challenging, with restrictive liquor licensing laws, but Las Vegas was wide open. Morton had originally considered opening a club in LA, but after visiting Las Vegas, he believed there was clearly unmet demand in the market, which was proved by the success of Drink. By the time Palms opened, the customer now had both appetite and finance to consume.
Without the sole purpose of driving players to the casino tables (who still came) The N9NE Group’s mission was
to create a memorable and enjoyable hospitality experience for tourists and locals alike. This focused on not just the food or the service but creating a vibe for customers to enjoy.
The template was innovative for the city but, more importantly, it was executed with discipline and panache, and brought successful practices found in top-level nightlife into the casino industry. One of the critical success factors was that the group operated multiple destinations in the same property, each feeding each other, from daytime until the small hours. And it wasn’t always formulaic; the DJ in the steakhouse (a novelty that is now ubiquitous in every restaurant opening) would continue playing for guests, long after the food service stopped. Ownership and management joined the patrons for late-night conversations and drinks at the bar. N9NE Group executive, Bronson Olimpieri, was dispatched across the country to meet tastemakers and see Olimpieri, was dispatched across the
what was trending in major markets, bringing potential customers and ideas directly to the Nevadan desert.
The customer development ethos employed had not been seen outside casino VIPS and, with a team of lifestyle hosts who maintained the customer database, relationships were developed, both with celebrities that would feature in the pop-culture tabloids and repeat guests; allowing special patrons to skip lines, secure bookings and receive elevated treatment. The first 'online' Las Vegas influencers were found at “the” Palms.
The introduction of “bottle-service” saw the bars and nightclubs generate significant revenues from non-gambling customers that had not been seen inside casinos before; the N9NE Steakhouse was one of the most expensive places to dine in town, and the music played in the nightclubs alternated between traditional Top-40 music, hip-hop by DJ AM and the arrival of “soon-to-be-superstar” European DJs.
Michael Fuller, a Las Vegas native that had led the city’s dance music scene, was part of the team. Described as the creative genius behind the Palms’ nightlife programming, Fuller promoted the UK DJ, Paul Oakenfold’s Perfecto show, which successfully introduced the headline performer residency into nightlife; using the DJ as nightclub differentiator, enticing dance music fans to come to Las Vegas from across the US and, more importantly, internationally.
The combination of enthusiastic, passionate and cool employees, engaged management, a meticulous design atheistic, expertly curated offering, and a young, affluent and experience hungry customer came together.
In 2003, The LVCVA launched the campaign, “What Happens Here, Stays Here” to reflect the new appreciation that Las Vegas was about more than gambling, hinting that adult empowerment and personal (re)invention could be found under the desert stars. The reimagining of Las Vegas struck a chord.
Many visitors came to Las Vegas for
Many visitors came to Las Vegas for the weekend… and many never went back, beginning the transition of a record period of growth within the local economy, as the city became the fastestgrowing in America. Young people met other young people and joined the wider community.
IF YOU CAN’T BEAT THEM…
Island as TI, and opened the Tangerine Lounge. MGM Grand introduced Tabu,
By 2005, the visitor demographic had shifted, with 33% of visitors now under 40, rising from 26% only five years previously. Quickly, Palms faced competition as the market identified the profitability of non-gaming customers to the revenue mix. In 2000, 46% of revenues on The Strip were generated from gaming. By 2005, this was 41%, despite a $500m increase in gaming revenues.
Citywide, MGM ditched the familyfriendly theme, rebranding Treasure
targeting the younger crowd. Shadow Bar, Pussycat Dolls Lounge, Pure Nightclub and a selection of celebrity chefs, many known from TV, opened at Caesars Palace. Specialist nightlife operators from the UK, LA and NYC all entered Las Vegas, notably TAO at The Venetian in September of 2005.
When Wynn opened in 2005, La Bete nightclub, (which became Tryst and now Intrigue) featured prominently, Morton recalled, “It was one thing competing against other independent operators, but when Steve Wynn competes against you, it becomes a different story.”
Later, Morton was invited to launch a concept in Wynn’s property; La Cave was the only externally operated F+B outlet in the entire resort. Palms raised its game by opening the second “Fantasy” Tower in 2006, with N9NE-operated
GAMING AMERICA | OLIVER LOVAT
Playboy Club, Nove and Moon Nightclub on the 53rd floor.
As the financial crisis of 2008/2009 took hold, and visitation and gaming revenues dropped, the nightlife market also slowed but was not affected to the extent of the casino. The challenge to Palms was that the unique offer that had been created by The N9NE Group was being replicated. Key employees were being poached by rival operators to newly created executive positions, with higher salaries and formal structures.
Indeed, The N9NE Group’s own planned market expansion was further stalled by litigation, as Maloof and his partners clashed. But this was moot; competitive pressures were emerging, as their strategy of focusing on an identified unserved segment had gone mainstream, and the economics of the once-dominant N9NE Group and Palms partnership were being eroded.
Whereas in 2002, a modest five-figure sum could book you the top DJs in the world, just years later the same talent was commanding multi-million-dollar multi-year contracts; the DJ arms race had begun, which was to transform Las Vegas into the EDM nightclub capital of the world over the next 15 years.
Where once $1,000 nightclub patrons were prized, the bar bills were also to increase multi-fold. By 2010, 22 of the top-grossing 100 bars and clubs were in Vegas, and those in the top 20 generated revenues estimated at over $500m. Every major nightlife category in the Nightclub & Bar Awards was won by a Las Vegas operator. The scale of the newer nightclubs, such as XS, which opened on the eve of 2009, with 40,000 square feet and a 3,000 capacity, challenged
lifestyle-focused megaresort for Gen Xers, in a prime location on the Strip, lifting heavily from the experiential nature and programming at Palms. The game was all but over for the outside challengers, and after the litigation ended in 2011, The N9NE Group and Palms parted ways.
By 2012, gaming revenue was 37% of the revenue mix, 43% of visitors were under 40, 17% were international and Las Vegas was one of the coolest cities on the planet.
A NINE-YEAR RUN
In the nine years from the opening of the Palms in 2001 to The Cosmopolitan in 2010, there are important insights that remain valuable to those of us in the wider hospitality and casino industries.
The most obvious lesson is that there is an immediate prize for meeting unmet demand in an identified customer segment. In the case of Las Vegas customers, there was both unmet demand – and shortage of appetite to supply – the younger demographic. When that supply was increased, not just at Palms, but across the entire marketplace, a new market was established.
Although tactical competitive can be obtained – and used effectively to benefit the business – translating this to strategic competitive advantage, particularly in a highly competitive environment is challenging. The arrival of competitors led The N9NE Group to have to step up its game. But as one Wynn executive remarked, “we won’t be the first, but we will be the best.” Wynn’s strategic position, to be the market leader, rather than innovator, implied that the tactical advantage in targeting a specific customer segment could be eroded over time.
At least for a short time, there are great competitive advantages that can be obtained through innovation, before others have time to adjust and emulate. Many reflect on the early 2000s, where Las Vegas had new experiences appearing monthly. Today, risk-taking
in the major resorts is more considered (perhaps due to the increased capital costs and changes in ownership/ operating model) with a frequent observation that the offer is more homogenous today than 25 years ago. For many major operators, it is a safer option is to recycle a successful concept or brand.
An oft-repeated phrase within the casino world at this time was capturing customer share of wallet. The lesson from Palms was that this is achieved by capturing share of customer time. The seamless transition from room to pool, to lounge to restaurant, to club to casino, was an innovation that was on display at Palms, whereas today it is commonplace. Then, moving thousands of people through venues was a logistical challenge, particularly with the restrictions of legacy casino design. Casino operators didn’t want young people loitering around their properties or standing in long lines down hallways. In some cases, adjustments in casino design and offer became apparent; however, it remains a curious omission that in even the newer resorts, spaces for customer staging outside larger venues is not fully considered – or managed effectively.
Finally, the 1990s proved that by increasing non-gaming amenities, resorts were able to grow gaming revenues. By the 2000s, non-gaming revenues were significant enough to operate successfully independent of gaming and, as a destination market, what Las Vegas could offer was far more than the casino.
As we noted, in the 2000s, as nongaming customers came to Las Vegas and the revenue mix adjusted, the city was able to invest and expand across non-gaming amenities. It is undoubted that this enabled Las Vegas’ economy to diversify from leisure to broader tourism, notably business, conventions, entertainment and culinary tourism, thus shifting perceptions to the present
OLIVER LOVAT | GAMING AMERICA
iteration as a sporting and cultural center. Subsequently, many recent large capital projects have focused on adding and improving non-gaming elements of resorts, rather than gaming.
CUSTOMARILY COOL
Reflecting on the period, Morton spoke fondly of the culture created and the friendships made. “If you looked around the venues, there were people in their 20s, 30s, 40s, 50s and older. We created places that people of all ages enjoyed coming to. That is unique to Las Vegas.”
Belmonti remarked, “everything we achieved at The N9NE Group was because of the characters in the business. It was a great team.” Olimpieri added, “The success of the moment was due to the people. From George Maloof and Michael Morton down, the culture that was created was unique in Las Vegas at the time. It was hands-on, no ego, customer-first and fun. We were challenging the dynamic of Las Vegas.”
In the most recent analysis of Las Vegas’ Strip casino revenues, 32% was from gaming (at near record levels) with
around one quarter coming from foodand-beverage sales. Today, the strategies developed by The N9NE Group at Palms 25 years ago are so commonplace that their origination is often forgotten, and the recognition that is due to these pioneers is unknown to those new to the city.
Palms was acquired by original minority owner Station Casinos in 2016, which sought to recreate the property’s success at the turn of the century and embarked on a full renovation. The Covid-19 Pandemic saw the doors close and a new ownership emerge; The San Manuel Band of Mission Indians, owner of Yaamava’ Resort & Casino, reopened the property in 2022, but with amore low-key feel.
For those seeking to understand what the future of Las Vegas may be, one can find several former members N9NE Group team working in Downtown Las Vegas, where that market is younger, more vibrant and amiable for entrepreneurial decisions. Fingerprints of other Palms and N9NE executives can be found in nearly every Strip property.
Today, Las Vegas is firmly a home for innovation in hospitality, with many interesting spots emerging in unexpected corners, far away from the tourist corridor; Morton’s latest restaurant is scheduled to open in Southern Highlands, an area that was raw desert when The Drink opened 30 years ago. Perhaps the greatest legacy of The N9NE group and Palms was not the memories created, or changes in programming, but bringing a generation of hospitality entrepreneurs to the city, many of whom now call it home. It is this that has continued to allow Las Vegas to grow, and remain such an interesting – and indeed cool –place to be.
OLIVER LOVAT CEO Denstone Group
Oliver Lovat leads the Denstone Group, which offers strategic consultancy on customer-facing, asset-backed investments, including casinos.
STAYING COMMITTED
Interblock Global CEO John Connelly joins Gaming America to discuss the supplier’s history with Tribal gaming, and his thoughts on where
the
industry will see substantial growth throughout 2025.
What has Interblock’s experience been like working with Tribal properties and how will the recent partnership with Eclipse Gaming help progress this relationship? Obviously, the Tribal community continues to grow on an annual basis in terms of North American casino market percentage. I think most people don’t appreciate how large and influential the Tribal casino market is. We spent a lot of time, especially with the IGA conference upcoming, focusing on that and particularly on products designed for various-sized casinos within that sector.
There are casinos that are tremendously large in size, whether in Florida, Oklahoma, California, Washington or other major travel markets, and then there are obviously some that are significantly smaller. So the relationship with Eclipse in the Class II world helps us really fill a demand that the Tribal community has been asking for, relative to table games and electronic table games (ETGs), for decades now. There have been Class II slot products within these casinos that provide Tribes an economic benefit from a tax perspective. They’ve been unable to derive that from ETGs until now, so through the acquisition of Zuum, which provided us with an immediate product category conducive for Class II markets, and now through the relationship with Eclipse and their backend technology, we’re coming to market within the next 60 days with the first of many ETG products. The first being roulette, followed by craps and then blackjack, so all of these should be released into the market somewhere between March and June of 2025, so a very exciting time.
In the partnership announcement with Eclipse, it was also stated that Interblock would be applying for CNIGA Associate Membership. How would this help establish a greater relationship between Interblock and Tribes in California?
I believe that relationship just continues to evolve. California is one of the more challenging markets for ETGs due to historical compacts that are also starting to work their way through Washington State, which serves as another example of a market evolving to allow ETGs in a traditional sense. As the compacts and certain Tribal jurisdictions continue to evolve and as they negotiate with states, we are increasing our presence and supporting those Tribes in doing so.
How can events such as the upcoming IGA conference help Interblock expand its Tribal portfolio?
The IGA conference is fantastic; I can’t even
remember how long we’ve been going for, but it's just a great opportunity to really concentrate on the Tribal community and their needs. We can also ensure that, in a matter of two or three days, we get a great view nationally on whether our products are fulfilling the needs of the Tribes and what they are looking for.
A couple of years ago, one of the key talking points was Class II products, whether it something we were considering or something we were looking into. Now, two years later, here we are launching that product at the show. Myself and my team use it as an incredible opportunity to get feedback from the Tribal community on what they’re looking for, where they’re progressing and to help dictate our product roadmap.
JOHN CONNELLY Global CEO Interblock
Are there any particular verticals you’re personally expecting to see significant growth in in 2025? From an Interblock perspective, we see the HHR and Class II markets achieving significant growth in the first half to middle of 2025. Then, as we launch our online content, we foresee incredible growth in iGaming as well. The fourth category we are talkingabout right now is the Amuse category we launched at G2E. Those products will be hitting the market towards the end of Q2 and aggressively into Q3 right before the next G2E. In a more broader sense for the industry itself, let’s see if we get some more iGaming legislation passed. After such a political change following the Presidential election, we may not get the dramatic approvals through state bodies we were hoping for as an industry. I think that will come more towards the middle of the next Presidential term, meaning 2026 or later.
PRODUCT DESIGN | GAMING AMERICA
LEARNING FROM EVERY GAME LAUNCH
Evolution Chief Product Officer Todd Haushalter speaks with Gaming America on how Evolution decides which games to create, lessons learned from launches and more.
When it comes to designing products, do you use any specific data to decide which games are going to be popular and which themes to utilize? What inspires you?
We use everything you could possibly imagine, not just the data available inside the company, but we also look at pop culture trends to see how people are engaging with digital entertainment. Naturally, we look at all our internal metrics such as player counts, wagering amounts, time spent playing our games and the frequency with which they visit our games and so on. Collectively, we draw on a cocktail of information from everywhere to think about what games will work – and in what markets.
Looking back at 2024, which product launch proved most useful as a learning experience and why?
We learn from every single game launch, but if I had to choose one game that impacted our thinking the most, it would be Balloon Race. This is a live slot game with a balloon race that is driven by a bouncing ball machine. The learnings from this game were immense, and seeing how players did/didn’t engage with the game was incredibly instructive and will have an impact on future roadmaps for Evolution.
When it comes to creating dual online and land-based gaming experiences, what factors must be considered that do not affect typical online or land-based gaming? Unlike when you have a singular online audience, here, you must optimize for both audiences. The tricky part is creating a game that remains familiar and compelling to land-based players in the casino, so they don’t feel like they’re playing second fiddle to the online players, while simultaneously
TODD HAUSHALTER Chief Product Officer Evolution
creating an environment where the online players don’t feel like they are second-class citizens either. So, you must think about all the ways you can accommodate these two audiences together, to make the game better for both players. Firstly, how do you make the players at the table a feature for the online players and enhance their experience? Next, how do you make the online players a feature for the land-based players? Dialling in the balance between these two points is the key. It’s easy to cater to just one audience but catering to two is the trick with these kinds of hybrid games.
Could you tell us about which of Evolution's upcoming products you are most excited about?
There are lots of them! Marble Race is the most requested game we’ve ever had, and we’ve been agonising over the fine details of that; I’m excited for it to go live soon. I am also excited for Race Track, which is a horseracing game that combines digital and live, while Ice Fishing will be our first ever speed Game Show. Maybe most of all I’m excited for Fireball Roulette, which combines my favorite bonus game from Lightning Storm with Roulette, for what is sure to be an epic experience I hope players love!
TRIBAL ADAPTATION
Executives from Galaxy Gaming, OPTX, IGT, Imagine This, AGS and Eclipse Gaming provide insight on how Tribal regulators are constantly adapting to an ever-changing gaming industry.
STEPH NEL, SVP of Global Sales, Galaxy Gaming
With a gaming career spanning over 20 years and across several continents, Nel brings extensive knowledge and experience to the Galaxy Gaming team. Steph Nel started his career as a dealer in South Africa and has since traveled and worked as a sales and business development gaming leader in Africa, the UK and now in Las Vegas.
BROOKE FIUMARA, Co-Founder and CEO, OPTX
Brooke Fiumara is the Co-Founder and CEO of OPTX, the award-winning casino data platform in the gaming industry. Fiumara brings a wealth of gaming industry experience and leadership to OPTX, having shaped and defined gaming solutions and innovation for a wide range of notable hospitality and resort properties across the country.
KNUTE KNUDSON, VP Global Business Development and Tribal
Ambassador, IGT
Knudson has been an advocate and proponent of Indian gaming for three decades and continues to advance the interests of Tribal gaming growth, sovereignty and prosperity. His work for IGT brings the latest technology, branded content and proven core games to Tribes to grow casino revenues and strengthen Tribal self-sufficiency and economic independence.
ADAM BULLOCK, COO, Imagine This
Adam Bullock is the COO of Imagine This and currently oversees all aspects of the company’s business, working to ensure efficient and effective operations. Bullock has utilized outstanding skills in communication and presentation, combined with his drive and dedication, over a decade-plus career with Imagine This.
STEVE WALTHER, VP of Game Development, AGS
With nearly 30 years of gaming industry experience across multiple disciplines, Steve Walther has a broad knowledge of product management, gaming operations and casino systems with extensive expertise in product lifecycle management, casino marketing, software development and organizational behavior. His experience spans global product planning, performance analysis and strategic planning including gathering and prioritizing customer requirements, defining the overall vision and roadmap for products and building launch strategies.
RUSSELL WITT, Chief Business Development Officer, Eclipse Gaming
Russell Witt is a distinguished leader in Tribal gaming with strategic vision and deep industry expertise instrumental in advancing Eclipse Gaming’s product offerings in new and emerging markets. Witt’s extensive background and accomplishments include notable contributions as a leading subject matter expert in Tribal gaming technology and regulation. His work with the Indian Gaming Association (IGA) and the California Nations Indian Gaming Association as an Associate Board Member involved expanding technical training curricula and developing critical workshops.
Steph Nel: Technology has revolutionized Tribal gaming operations through integrated casino management systems that provide real-time analytics and enhanced player tracking. Modern digital payment solutions and cashless gaming options have also streamlined operations while improving the guest experience.
Brooke Fiumara: Technology has greatly enhanced Tribal operations in various areas, from improving customer loyalty and retention to increasing efficiency across departments. One of the most exciting aspects, however, is how technology helps train and develop the next generation of Tribal member leaders. By utilizing modern tools, Tribal members can learn and grow in a variety of roles, as technology simplifies the learning process and job execution. For instance, within OPTX, the user-friendly interface to SQL allows individuals to grasp the principles of database marketing without needing to become SQL experts. This is just one example of how technology is helping cultivate future leaders within Tribal communities.
Adam Bullock: Technology has transformed the way Tribal operators navigate the evolving gaming industry, particularly through datadriven decision-making. At Imagine This, our continuity program leverages advanced analytics to optimize gifting promotions, ensuring sustained player engagement and increased incremental revenue. Through our pro forma and post forma analysis, we help operators assess the impact of their promotions, refine strategies and maximize returns. By utilizing indepth data analysis based on provided datasets, we offer valuable transparency into promotion performance, empowering Tribal casinos to adapt effectively, enhance customer loyalty and drive long-term profitability in an increasingly competitive market.
Knute Knudson: Much like their commercial counterparts, Tribal operators benefit from technology advancements in many ways. Tribal casinos have a rich history of being early adopters of new technologies as they often have a less complicated regulatory environment and can thus move with more agility. Over the years, technology has helped casinos drive profits, improve the customer experience, enhance loyalty, increase security and deliver entertainment.
How has technology improved to help Tribal operators adapt to an ever-changing gaming industry
Steve Walther: Technology has evolved across society and can help Tribal operators adapt to changing customer needs. By adopting advanced platforms, systems and engaging content, operators can improve operations and enhance the customer experience. Staying ahead of technological trends is essential to meet customer expectations and stay competitive, as players now expect seamless digital engagement and fast service. With technology advancing outside the casino, operators must compete for entertainment dollars to retain customer loyalty.
Russell Witt: Technology has helped Tribal gaming operators in every area of the gaming operation. As we’ve watched Tribal gaming facilities grow and morph into full, resort-style destinations, technology and software has made that possible. From online accounting systems, player reward programs, security and surveillance systems and hotel management systems have all played a part in allowing the gaming operation to scale as quickly as they have.
Steph Nel: Embracing technological advancements is crucial for Tribal operators to maintain competitiveness in an increasingly sophisticated gaming market. New technologies help reduce operational costs, enhance security measures and provide better player experiences that customers expect. Tech innovation also enables Tribal properties to expand their revenue streams through mobile apps, online gaming platforms where permitted and improved loyalty programs. programs.
Knute Knudson: When leveraged strategically, technology affords operators many competitive and operational advantages and is essential for operators to stay relevant and competitive. As an industry, we are amid what some call the “data revolution,” whereby data is identified as the next big driver of growth, personalization and operational optimization. I think there is a big opportunity for Tribal operators to get ahead of this trend and apply data effectively. As a supplier, IGT is embracing this trend and embedding new, advanced functionality and API architecture into solutions such as our casino management system, IGT Advantage X.
Brooke Fiumara: Welcoming new technology within Tribal operations is essential for ensuring their long-term growth and success. As the gaming industry evolves and customer expectations shift, embracing technological advancements allows Tribal operators to stay competitive. By incorporating these innovations, operators can better meet customer needs, improve satisfaction and foster repeat visitation, ultimately supporting the sustainability and continued growth of their operations.
Why is it essential for Tribal operators to continue welcoming new advancements throughout the industry
Adam Bullock: Staying open to new advancements is essential for Tribal operators to remain competitive and continue delivering exceptional player experiences. As the gaming industry evolves, innovations in player rewards, marketing strategies and operational efficiencies help drive long-term success. Adapting to new trends allows Tribal casinos to enhance guest engagement, attract diverse demographics and maximize revenue opportunities. Whether through improved loyalty programs, refined promotional strategies or enhanced customer service approaches, embracing change ensures sustainability and growth. By continuously evolving, Tribal operators can meet shifting market demands while preserving the unique gaming experience their communities value.
Steve Walther: Embracing new advancements keeps the gaming experience and content fresh. While many patrons enjoy the familiar, the newer, tech-savvy generation expects access to technology on the gaming floor. This includes real-time service responses, interactive experiences, improved communication with the venue and multiple touch-points across the facility. By staying current with emerging technologies, Tribal operators remain competitive and avoid losing entertainment revenue to other avenues.
Russell Witt: In many Tribal gaming jurisdictions like Washington State, California, Oklahoma and Arizona, Tribal gaming operators are battling for customers who have many choices in where they visit and how they spend their money. The data from online accounting, player loyalty and marketing systems utilized by the Gaming operators gives them the competitive advantage they need to keep their current customers happy, and focus on new player retention programs and offerings.
Steph Nel: Player retention has evolved through more sophisticated loyalty program-powered analytics that help properties understand and cater to individual player preferences. These analytics allow properties to maintain constant engagement with players through personalized offers, event notifications and exclusive rewards.
Brooke Fiumara: IGaming is rapidly gaining popularity and accessibility, and Tribes across the country are recognizing the value of incorporating it into their operations. By offering iGaming, Tribes can expand accessibility and create more opportunities for integration with their land-based operations, strengthening customer loyalty. Another significant advantage of iGaming is the additional revenue stream it provides, helping Tribes diversify their income sources and support the financial wellbeing of their communities. This revenue can be reinvested in essential social programs and services, further benefiting Tribal members.
Adam Bullock: Player retention has become a greater focus for Tribal properties as competition in the gaming industry continues to grow. With evolving player expectations, operators are prioritizing long-term engagement strategies over one-time visits. Loyalty programs, personalized promotions and continuity-based incentives have become essential tools in maintaining a strong player base. At Imagine This, our continuity program helps Tribal casinos enhance retention by offering strategic gifting promotions backed by in-depth data analysis. By understanding player behavior and optimizing rewards, operators can foster stronger relationships, increase repeat visits, and create a more engaging and rewarding experience for their guests.
Knute Knudson: When it comes to iGaming, each Tribe is faced with its own unique set of opportunities and challenges. Currently, and for the foreseeable future, land-based gaming is still the “bread and butter” for most Tribal casinos. That said, there are plenty of Tribes, such as the Mashantucket Pequot Nation and the Mohegan Tribe for example, that are running really sophisticated, dynamic iGaming programs and are greatly benefiting from this channel expansion. This is certainly a timely topic. The key strategic priority outlined by Tribal leaders during ICE and other industry conferences has been Tribal governments’ desire to remain in control of sports betting and iGaming as it evolves in their jurisdictions.
In what ways has iGaming and player retention begun to build a larger presence in Tribal properties and communities
Steve Walther: Player retention has become more prominent at Tribal properties because retaining existing customers is more cost-effective than acquiring new ones. By using technology via systems to identify when customers may need attention or to provide experiences that surprise and delight, operators can strengthen loyalty while freeing up resources for new customer acquisition. With entertainment and technology now more portable, competition for customers is fiercer, making retention even more critical to long-term success.
Russell Witt: Player retention in highly competitive Tribal gaming markets is the key to building, maintaining and driving gaming revenue. These are typically local player markets, which makes it even harder for gaming operators to try and influence players who typically have a multitude of choices to drive to as they back out of their driveway. Technology and data provide the information for gaming operators to reach and hopefully keep those players coming back time and time again.
Steph Nel: Tribes can potentially adapt more quickly to emerging gaming trends and technologies. This flexibility could allow them to pioneer new gaming experiences or payment solutions ahead of commercial casino competitors.
Brooke Fiumara: Tribes have always been at the forefront of innovation – and I’m excited about the opportunities that will arise as they continue to embrace the growth of iGaming. One key opportunity will be the creation of a seamless experience for players across both land-based and online platforms. This integration will allow Tribes to gain deeper insights into player preferences and habits. The valuable data collected will drive further innovation, ultimately shaping the future of casinos and enhancing the overall player experience. commercial
Knute Knudson: There are some clear benefits to adding iGaming to a gaming enterprise including expanding the addressable market, increasing revenue potential, growing player loyalty, elevating cross-channel marketing, etc. For Tribes, however, this opportunity can come with a large opportunity cost. Re-opening and re-negotiating long-established compacts with state governments is not something every Tribe wishes to endeavor. Additionally, changing regulation can lead to commercial entities operating on sovereign lands or in nearby geography, a scenario that is also not agreeable to many Tribes.
What type of opportunities could come to fruition as Tribes continue to embrace the growth of certain verticals within the industry, such as iGaming
Adam Bullock: As Tribes continue to embrace the growth of the gaming industry, they open the door to new opportunities that enhance both economic development and player engagement. Expanded gaming offerings, diversified entertainment experiences and enhanced loyalty programs can drive increased revenue, and strengthen community investments. Strategic partnerships, advanced promotional strategies and data-driven insights, like those provided through Imagine This, allow Tribal operators to optimize player engagement and long-term profitability. Additionally, growth in the industry opens opportunities for job creation, infrastructure improvements and sustainable business models, ensuring longterm success for both Tribal enterprises and the communities they support.
Steve Walther: As Tribes embrace the growth of the gaming industry, opportunities arise to better understand and engage with customers. By leveraging technology, Tribes can offer more personalized service, connect with customers more frequently and expand into omnichannel entertainment, whether through systems, interactive platforms or in-venue experiences. The key is to get closer to the customer, offering multiple ways for them to access and enjoy the products Tribal operators have invested in.
Russell Witt: Tribes do an amazing job of keeping up with new trends in technology and the many threats from other forms of gaming that impede or threaten Tribes’ sovereign rights to game in their respective jurisdictions. It is a concerted effort to protect that Tribal sovereignty by Tribal leadership, gaming operations, legal, outside experts and lobbyists, along with the tireless work by regional Tribal gaming associations to share knowledge and resources.
WHAT'S NEW?
Gaming America looks at the latest offerings on the casino floor; in this issue, we look at products from Ainsworth, Konami and Gaming Arts.
AINSWORTH – TRIPLE TROVES
As Tribal casinos continue to play a role in the ever-developing gaming industry, operators are constantly searching for the highest-quality games to include on its casino floor. With Tribes located throughout the industry’s most prominent markets, casino game developers are always enhancing its products to ensure the player experience remains at the forefront.
Ainsworth’s latest three-pot game, Triple Troves, featured on the company’s top-performing Raptor cabinet, has been taking casinos by storm. Operators have found the Raptor to be a necessity on their floors, and the games that Ainsworth has been releasing on the hardware are also becoming staples. Count Triple Troves among the latest Ainsworth titles making players and operators alike sit up and take notice. The two titles in the game family – Reigning Rhino and Dragon’s Delight – are full of bonus features, alongside the popular growing pot mechanic.
– Reigning Rhino and Dragon’s Delight
The games include 1,024 ways to win, and two unique picking bonuses, where players are picking for either cash jackpots or free games. In the Jackpot picking bonus, players can choose a coin that will eliminate the lowest jackpot from the board, ensuring they win one of the larger cash prizes. The free spins round is full of Wild symbols, racking up more line pays to ensure a bigger jackpot at the end of the round. The base game is also filled with volatile line wins, giving the player an exciting ride throughout the game play. These games are available now, exclusively on the Raptor cabinet.
KONAMI – BINGO FRENZY STAMPEDE
Big wins, colorful daubers & warm celebrations – all the best characteristics of bingo come together in a totally unique slot game format with Konami Gaming Inc.’s new Bingo Frenzy Stampede. This Konami original series combines a popular slot credit prize mechanic with a five-in-a-row bingo feature, giving players the chance to shout “Bingo!” many times over in the same game bonus. With a personified bingo dauber as the game’s hero character, Bingo Frenzy Stampede stands apart for its high-energy animations and upbeat entertainment tempo.
Any six or more Bonus symbols trigger the credit collection feature, played across a 5x5 “game card” with three spins to begin. By collecting five symbols in a row, players can unlock big potential prizes across the game card, including Mega, Major, Minor, Mini, 3x and 2x multipliers. Any time a prize symbol lands, the number of remaining spins resets to three. If 15 or more five-in-a-row “Bingo” hits are won during the feature, the big Grand Jackpot is awarded!
Bingo Frenzy Stampede is now arriving to casinos with two base game options: Shark and Tiger. In addition to an exciting ocean life aesthetic, Bingo Frenzy Stampede Shark includes a free game feature where the low-value card symbols are removed with only high-value picture symbols remaining. And just two trigger symbols are needed to win more free games during the free game feature. Series compatible base game Bingo Frenzy Stampede Tiger offers a totally different free game adventure compared to Shark. Any three Lotus symbols award seven free games, where obscured symbols animate to reveal either all Wild Tiger symbols, or all Bonus symbols with an increased possibility to trigger the credit collection feature. Players will Bingo… n’go… n’go with the all-new Bingo Frenzy Stampede slot series.
GAMING AMERICA | PRODUCT REVIEWS
GAMING ARTS – LAVA LOCK
Lava Lock, the latest release from Gaming Arts, is already captivating players with its exciting, Polynesian-themed gameplay. Pele the Polynesian Princess is the star of this 60-credit minimum game, with an optional 300 or 600-credit max bet and operator-selectable denominations allowing for a customizable experience. Housed on the stunning VertX Grand cabinet, Lava Lock delivers thrilling visuals, engaging sounds and with its highfrequency features, scaling jackpots and potential for big wins, it’s sure to keep players on the edge of their seats.
What makes Lava Lock stand out is its innovative mechanics, featuring Cash on Reels values and four static jackpots that scale based on the player’s selected denomination and bet multiplier. Players can win these jackpots in both the base game and the Volcano feature, as well as during free games. The game’s fastpaced Lava Lock mechanic and featurerich gameplay keep the excitement high, while the Volcano feature adds anticipation with every eruption, offering massive potential rewards.
Lava Lock also boasts exciting free games, designed to keep players engaged with each spin and heighten the thrill of gameplay. With every spin, there’s a chance to trigger a jackpot, land cash values or experience a thrilling feature activation.
With its combination of innovative features, a compelling theme and highenergy mechanics, Lava Lock is sure to be a player favorite for casinos looking to offer an unforgettable gaming experience. If you’re seeking a game that’s both fun and rewarding, look no further than Lava Lock, the latest star in Gaming Arts dynamic portfolio. Lava Lock is now GLIapproved in major North American markets.
