INSIGHT US IGAMING
Perceptions Play’n GO
Sitting down with G3 Media, Magnus Natt och Dag, North American Commercial Director at Play’n GO, discusses the slow regulatory rollout of iGaming
relative to sports betting, changing the perceptions of lawmakers and consumers, and the double sided nature of game exclusivity - a significant factor in the US iGaming industry.
Could you provide an overview of Play'n GO's US operations?
Play’n GO aims to be active in all regulated markets around the world. around the world. In the US specifically, Play’n GO has iGaming licenses in six of the seven states. We will apply for the seventh jurisdiction, Rhode Island, in the near future. We are also live in four of those six jurisdictions, MI, NJ, WV & PA, and anticipate being live in all US jurisdictions before year end.
US iGaming is in its infancy stages for content suppliers, operators, and regulators. What has Play'n GO learnt so far?
More states have been legalising and regulating online gambling, including casino games, poker, and sports betting. Tis trend has been driven by a desire to capture tax revenue, provide consumer protection, and address the demand for online gaming. Many states are looking for additional streams of tax revenue in the post-pandemic era, as federal aid has come to a screeching halt.
Following the Supreme Court's decision in P36 WIRE / PULSE / INSIGHT / REPORTS
2018 to overturn the Professional and Amateur Sports Protection Act (PASPA), which had previously restricted sports betting to just a few states, many states have moved to legalise sports betting.
We at Play’n GO had hoped for and anticipated that the iGaming regulation would follow the same path as the sports betting regulation did. So far, this has not been the case, and only one new state, Rhode Island, legalised iGaming in 2023. Tis creates a bigger fight for a smaller than anticipated market for both operators and suppliers.
Tere has been a flurry of partnerships and mergers between iGaming operators, technology providers, and traditional casino companies. Tese collaborations aim to leverage each other's strengths, expand market reach, and enhance the overall gaming experience for consumers. Te landscape here is a competitive one though- we have seen leading European and US operators exiting the US market, such as WynnBet, Unibet and 888.
Content suppliers, including game developers
and software providers, have been entering the US market to offer a diverse range of games and platforms. Tis competition has driven innovation and led to a proliferation of gaming options for consumers. Despite the progress, there have been regulatory challenges at both state and federal levels. Issues such as responsible gaming measures, age verification, anti-money laundering compliance, and interstate cooperation have posed challenges for regulators and operators alike.
Te expansion of iGaming has also raised concerns about its social impact, including addiction, underage gambling, and the potential for increased problem gambling behaviours. Public perception and attitudes toward online gambling continue to evolve as policymakers and stakeholders grapple with these issues.
We’re trying to address this issue head on. We want lawmakers and consumers to view our products as entertainment, the same way they view a trip to the movies or an evening at the theatre. We are continually asking to be regulated and taxed.
Changing
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