Why we're betting on US betting

With US federal online gaming legislation unlikely at present, states such as California, New Jersey and Florida are making positive moves to introduce intrastate regulation.

While a clearer idea of where intrastate poker might be legalised first will emerge during the coming months, the general consensus is now ‘when’ it will happen rather than ‘if’.

This combined with the increasing convergence between online and land-based gaming prompted Pentasia to launch its new US-based business, Pentasia North America.

California, the US’ largest economy and one of the states most likely to introduce legislation, was deemed the ideal location to base our US operations.

This has met with a positive reception from our new and existing client base in the US, and also B2B companies looking to exploit opportunities emerging from developments at state level.

Since I moved over from the UK six months ago, we have been increasing brand awareness and coverage across the market and have made good progress in winning new clients, with whom we are now making key executive-level placements.

There has, however, been a need to educate the market as to the realities of the online gaming sector and overcome negative connotations that have lingered post UIGEA.

Aligning ourselves with state lobbyists, industry observers and parties including tribal casinos and corporate groups has helped us overcome many of these.

As a result, we have been able to demonstrate the value we can add to our US customer base through introducing ‘human talent’ and facilitating corporate introductions between European, Asian and US gaming operations.

This has in turn enabled us to use our knowledge and expertise to help locate the right executives to help clients fully exploit opportunities as and when they arise.

Pentasia is also proud to be forging closer alliances between on and offline gaming businesses located in and outside of the US.