Intelitics, which is one of the most recognizable marketing and analytics providers in the country, has teamed up with the online casino brand PlayStar as it launched in New Jersey. PlayStar is expected to launch in New Jersey in the 1st quarter of 2022. The Garden State has always been an attractive market for operators in the US’s iGaming industry.
Indeed, the market is second to none in terms of competitiveness and revenue. At present, out of 15 states, the Garden State owns an impressive 21.5% of the combined online sports handle in 2021. Because it is so competitive, the Garden State is also one of the toughest markets to operate in, which is why this partnership with Intelitics is so important.
In July last year, PlayStar casinos secured market access in various parts of the country including Pennsylvania. PlayStar acquired market access in PA thanks to its partnership with Caesars. Owing to this partnership, PlayStar is looking to launch its brand in the state during Q2 2022 subject to regulatory approval. Already, PlayStar has made its submission to the Pennsylvania Gaming Control Board and is awaiting results.
PlayStar casino will be powered by the GiG platform, which made its entry into Pennsylvania’s gaming market thanks to its partnership with the brand. As part of the long-term partnership which has been founded on a revenue share model, GiG will supply PlayStar with its iGaming platform technologies.
With this collaboration, GiG should expect continued growth as Pennsylvania and New Jersey both have demonstrated a tremendous amount of growth in the iGaming market in a relatively short space. With GiG already powering Playstar New Jersey, it made sense to replicate its casino offering across the border in PA.
In September, PlayStar also teamed up with global hosting supplier Internet Vikings. Under the terms of this new partnership, Internet Vikings will supply PlayStar with its iGaming hosting services to support PlayStar’s continued expansion in the US market. Internet Vikings already have a strong presence in Colorado and West Virginia. As a result of this long term partnership with PlayStar, Internet Vikings now also has access to the burgeoning New Jersey market.
In the coming months, it is expected that PlayStar will keep making such partnerships as it looks to gain access into even more states. These partnerships are important for helping the casino brand gain footing in the already saturated market. Even though PlayStar is one of the most recognized brands in the Swedish gambling market, sportsbook and iGaming hosting is a different ball game in the US, which has noticeably presented quite a few challenges to the Swedish brand.
Such partnerships with more established brands allow PlayStar to commence with its core business, safe in the knowledge that they are receiving support and the technology needed to take off. In New Jersey, Playstar acquired market access through its partnership with Oceans Casino.
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Intelics is helping to fill a gap in the gambling market
Most casinos and online operators have been relying heavily on database marketing and TV ads to grow their customer base. Although these tactics have been working sufficiently well, this level of marketing can be difficult to sustain, which has forced operators to look for other marketing alternatives, such as paid media and affiliate marketing in the quest to drum up business.
For this very reason, operators are choosing to work with performance marketing platforms such as Intellitics. These performance marketing platforms help to identify the best-performing traffic so that campaigns can be optimized in real-time. Many sources of traffic remain untapped by businesses as a result of shortcomings in the technology but Intelitics is looking to change all that for operators.
Intelitics has been supplying iGaming and sportsbooks operators, as well as agencies and networks with a single well-designed platform that allows them to track, optimize and report on all their customer acquisition marketing activities. To date, New Jersey operators have primarily utilized database marketing, as well as expensive million-dollar media partnerships and costly TV ad budgets.
Spending this kind of money every month is simply unsustainable, which offers affiliates and paid media as the next best substitute. As such, services such as Intelitics allow operators to maximize their returns, which is especially crucial for new brands that do not have access to huge budgets. Intelitics provides operators with a solution that allows smaller operators to earn a considerable share of the market instead of directing millions to customer acquisition without a means of maximizing their results.
There has always been a massive gap in the market when it comes to ascendable and dynamic affiliate tracking in the gambling market. Not only do platforms like Intelitics provide affiliates with an area where they can log in and manage their campaigns, but the platform also helps operators save money and time whenever they execute their ad spend.
Intelitics, as one of these newer platforms, is well-positioned for growth as the gambling market in the country is still in the early gold rush stages. New states are still opening their doors to legal online sports gambling and iGaming every month, which means that brands are looking for a more efficient customer acquisition tactic that will enable them to gain as big a share of the market as they can.
Over the last year or so, there has been a considerable shit with brands looking for ways to calculate their Return on Investment rather than just counting the number of new customers acquired. At present, operators have access to numerous untapped sources of traffic that have not been available to operators simply owing to a lack of tracking and reporting technology at most casinos and gambling brands.
Final Thoughts
Presently, PlayStar has market access with New Jersey and Pennsylvania. However, the challenger brand plans to launch its offerings in as many states in the country as possible. Currently, PlayStar is in talks with various other market access partners that will allow the challenger brand to meet its ambitious, but very realistic goal of market domination.
