Representatives of PLAYSTUDIOS, a California-based, leading developer of social casino games, announced that the company is to expand its partnership with Genting UK – country’s second largest provider of casino products and services.
Currently, more than 40 venues run on software developed by Genting UK. The partnership with PLAYSTUDIOS will diversify their portfolio as players will be given access to myKONAMI and myVEGAS free play casino products.
This will not be the first time Genting UK and PLAYSTUDIOS work together. A few months ago, both parties signed a contract according to which Resorts World Birmingham has been added to the list of PLAYSTUDIOS partners’ network. Similar contracts have been signed with the New York and Bahamas-based casinos operating under Resorts World umbrella.
Players, who play games, powered by PLAYSTUDIOS, are included in a rewards program and accumulate points for every game they engage in. When they collect the required number of points, they can redeem them for non-gambling products and services offered by land-based partners of PLAYSTUDIOS. These include Wolfgang Puck, MGM Resorts, Aria, Bellagio, Allegiant Air.
Jeff Netzer, Vice President of Business Development for PLAYSTUDIOS, said that the deal between PLAYSTUDIOS and Genting UK comes to confirm latter’s assumption that mobile native apps are an effective tool for popularizing one’s brand. He drew the myVEGAS app as an example and defined it as a “highly efficient channel for building up a brand”.
The deal comes shortly after the restructuring actions, taken by Genting UK. The UK online gambling operations are now managed and monitored by Mark Sergeant. He used to work as a managing director of Gala Casinos and took an important post in Genting Alderney as well.
Sergeant will take over the reigns of Genting UK as Peter Nolan left his post last month. Genting UK President, Paul Willcock was quoted as saying that Nolan had a great contribution to the popularization of Genting UK online business. Now, the top priority of Sergeant should be to converge the online and land-based casinos, ensure a multi-channel experience for Genting customers and enable them to gain access to the products through computers, land-based shops, and mobile devices.
A few days ago, PLAYSTUDIOS and myVEGAS in particular, were recognized for the rapid growth and diversification of the gaming portfolio over the last 12 months. PLAYSTUDIOS captured the Best Social Gaming Operator of 2016 award. The company was also praised for its performance in other key areas such as conversion, retention and player acquisition.
