A number of leading US suppliers have successfully operated social casino businesses, but few have had the same level of success in creating a viable B2B product. Scientific Games is the exception.
It has made its free-to-play Play4Fun Network a central part of a range of solutions that land-based operators can use to drive growth in off-property revenue.
Rather than looking at social casino as a stand-alone product, Play4Fun is integrated into a casino's loyalty programme, supported by free-to-play variants of slots from the supplier's range of studio brands.
While Scientific Games maintains its own B2C social casino products, it uses customer research to tailor the solutions it offers to clients. This helps it to avoid falling into the trap of expecting clients to compete against its own offering.
In a sector where so many gambling businesses have tried and failed to establish a significant presence, Scientific Games has successfully leveraged a range of assets to create an industry-leading solution.
New clients in Oklahoma and Arizona show that US land-based operators certainly agree. In the past year, no other social casino solutions provider has come close.
HIGHLY COMMENDED: GREENTUBE
GIA 2018 Winners:
Sports betting operator of the year - Sky Betting & Gaming
Poker operator of the year - PokerStars
Bingo operator of the year - Stride Gaming
Casino operator of the year - PokerStars Casino
Social casino operator of the year - Aristocrat Leisure
Lottery operator of the year - La Française des Jeux
One to watch – operator award - VideoSlots
Operator innovation award - The Stars Group - Stars Rewards
eSports operator of the year - Pinnacle
Marketing campaign of the year - LeoVegas - Hitta.se
Sports betting supplier of the year - SBTech
Poker supplier of the year - Playtech
Bingo supplier of the year - Playtech
Marketing solutions provider of the year - Beehive
Casino supplier of the year - NetEnt
Game of the year - Playtech - Age of the Gods
Supplier innovation award - Scientific Games OneVoice
Lottery supplier of the year - Scientific Games
One to watch – supplier award - Red Tiger Gaming
eSports supplier of the year - Betgenius
Responsible gambling operator of the year - NO ONE