GVC to launch MGM casino and poker in New Jersey
Operator to power company’s first real-money online casino and poker games site under playMGM brand
GVC Holdings is to strengthen its US-facing business after striking a deal to power an MGM Resorts-branded online casino and poker site in the regulated New Jersey market.
The playMGM brand will launch later this year and sit on the GVC technology stack offering desktop and mobile play across more than 300 casino games and multiple variants of tournament and cash play poker.
The deal marks an extension to GVC’s relationship with MGM Resorts International – GVC has provided its software and support services to the MGM-owned Borgata Hotel Casino & Spa in New Jersey ever since the state regulated online real-money gaming in 2013.
“We are delighted to extend our relationship with MGM Resorts and to be launching casino and poker under the playMGM brand in New Jersey,” Shay Segev, GVC chief operating officer, said.
“MGM Resorts is quite simply one of the biggest and best names in the business, and we look forward to working with them for many years to come,” he added.
PlayMGM customers will also benefit from MGM Resorts’ exclusive M life Rewards program, which will be integrated into the GVC platform.
“This is a historic moment for MGM Resorts to be launching real money online casino and poker under the MGM brand for the first time,” Corey Sanders, MGM Resorts COO, said.
“GVC has been a first-rate partner for us, and we are excited about the possibilities of extending that partnership as regulated markets open up in the U.S.”
MGM, the second largest casino company in the world with annual revenues of $9.2bn, will become the 15th brand in the New Jersey egaming market, which was worth $21.7m (£17m) in March.
US gaming industry analyst Chris Grove said the MGM would be well-placed to grab a “significant” market share in New Jersey thanks to its “strong national brand” and the customer database provided by its M life rewards scheme.