Playtech grows US footprint with Michigan, New Jersey casino studios

abdelaziz Fathi

Playtech, the London-listed gambling software developer, has announced new deals that would see the brand expand its US presence to include live casino studios in New Jersey and Michigan.

The new agreements see the tech company launch its Michigan studio in collaboration with Parx Interactive through its Play Gun Lake brand. Moreover, Playtech’s New Jersey studio will be available to operators via an arrangement with Bet365.

After receiving the relevant regulatory approval in both states, Playtech will initially offer classic roulette, blackjack and baccarat live dealer tables on launch. Both its Michigan and New Jersey studios will also feature Playtech’s Quantum Roulette arcade with plans to expand in the future to allow for other gambling variants.

Speaking of the new deals, Playtech Live Casino CEO Edo Haitin said the move represents the initial launch of their entertainment-led live casino offering in the US and the next step in the company’s strategic expansion.

Haitin added: “The launch of the two facilities represents our core strategy of bringing our industry-leading studio standards to the US whilst ensuring that Playtech Live’s most engaging and innovative products and technology are available to new markets and audiences. We are humbly grateful for the warm welcome and support our teams have received from the Atlantic City and Southfield communities, and we are looking forward to becoming an integral part of these communities and contribute our part.”

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A step in Playtech’s growth in US market

There has been frenetic dealmaking in the gambling industry since the US supreme court legalized sports betting as companies look to tap expertise of online gaming software suppliers operating in more developed markets such as the UK.

The gambling technology company has already laid the foundations for its US business to become one of its biggest growth drivers by doubling revenues in the region.

This was also one of major drivers behind the takeover battle for Playtech, which has been heating up after a consortium called JKO Play, led by former Formula 1 boss Eddie Jordan and gambling industry veteran Keith O’Loughlin said they are mulling a takeover bid.

JKO consortium is now up against Australia’s Aristocrat Leisure which unveiled a $2.89 billion bid for the gambling technology business.

At the time, Aristocrat said the deal would unlock opportunities in the fast-growing online real money gaming segment as they continue to open up, particularly in North America. The company’s CEO also referred to taking advantage of the de-regulating betting and gaming market in the United States.

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