Bwin.party aiming for greater NJ share through NetEnt games

Bwin.party aiming for greater NJ share through NetEnt games

Friday, June 12, 2015 Totally Gaming
Jeffrey Haas says he expects PartyPoker's strong growth to continue

Bwin.party has said that a desire to retain its position as New Jersey’s most popular online casino is behind a new deal to provide software developer NetEnt’s games in the US state.

The agreement will see a range of NetEnt offerings made available by PartyPoker, Borgata Casino and Borgata Poker, the three sites operated by the combination of Bwin.party and land-based partner Borgata Hotel Casino in Atlantic City.

The Borgata-associated operations are by far the most popular online gaming sites in New Jersey, accruing $4.2m (€3.7m) in total internet win the state in the first three months of 2015, which is a market share of 31 per cent.

Jeffrey Haas, group director (poker) and director (USA) has told TotallyGaming.com that the company is pushing for more.
“PartyPoker casino has been growing strongly in 2015, and we expect that growth to continue in the future,” Haas said.

“Approximately 85 per cent of the online gaming market in New Jersey is now casino, and it’s important we focus on improving the breadth and depth of our casino games vertical if we want to continue to be a leader in this market.”

In its 2014 annual report, Bwin.party noted that part of its strategy was a continued rollout of new products and features in New Jersey, with goals of achieving even greater market share, mobile growth and an improved offering. 

“We want to give our players the broadest selection of games available in any online casino in New Jersey," Haas added. “That includes both our own proprietary games – only available on PartyPoker casino and our B2B partners’ casinos – and games from other industry-leading game publishers.

“NetEnt builds great games that players love, and we are privileged to work with them in many of our other markets around the world.

“When we had the opportunity expand that relationship to New Jersey, we jumped at the chance. They will improve our overall casino offering in New Jersey by giving players more choice, more action, and more compelling games to enjoy.”

The deal will proceed once NetEnt has been awarded a licence by the New Jersey Division of Gaming Enforcement (NJDGE).

Björn Krantz, managing director of NetEnt Americas, added: “We are very excited and proud that Borgata and bwin.party have selected NetEnt for the delivery of premium multichannel desktop and mobile games in New Jersey.

“I am confident that we will be able to support Borgata and bwin.party in their ambitions to provide the very best experience to their players.

“Subject to approval from the Division of Gaming Enforcement, all parties are now collaborating closely to secure a successful integration and preparation for a commercial launch.”

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