IGT's interactive strategy appeared to be going nowhere twelve months ago, but today the company looks well placed to achieve the sort of convergence that many strive for.
The likes of Aristocrat and Bally Technologies have made positive moves towards linking online and land-based systems, but having concentrated on its content business IGT has made a number of meaningful forays into achieving convergence – and posted meaningful results. In its second quarter financials, interactive revenue was up 94 per cent year-on-year to $66.7m, driven by a 155 per cent increase in revenue from DoubleDown Casino to $54.3m.
IGT's executive vice president of interactive Robert Melendres highlights the example of the world’s largest video poker tournament, run through DoubleDown and in conjunction with the Casino del Sol in Arizona. He says it acts as proof that by focusing on content development and working with carefully-chosen partners, IGT has come closest to proving that convergence between social and real-money gaming is by no means a myth.