GAN may be set to replace bwin.party as the Borgata Casino Hotel & Spa’s online gaming partner in New Jersey after it announced an agreement to provide regulated gaming services to the land-based operator.
The company formerly known as GameAccount Network first sealed a partnership to supply the Borgata with its free-to-play Simulated Gaming product in December 2015, with the offering set to go live in the second quarter of this year.
The free-play offering will be linked to the casino’s rewards programme, helping service off-site customers and attract them back to the venue.
This would include deployment of GAN’s GameSTACK iGaming platform on-property in Atlantic City, alongside integration with the My Borgata Rewards loyalty programme. This is subject, however, to New Jersey regulatory approval and upon Borgata giving GAN permission to commence operations.
It suggests that the Borgata may be set to drop its long-term iGaming partner bwin.party. The future of the partnership has been uncertain since the operator was acquired by GVC Holdings earlier this month. Since its launch in November 2013, the Borgata has established itself as the leading brand in New Jersey’s regulated online gaming market.
“Our strategic market positioning is to serve as an enterprise-level solution for either Simulated Gaming or real-money Regulated Gaming and, in certain circumstances, our single technology platform may serve both requirements,” GAN chief executive Dermot Smurfit said.
“In 2016 Simulated Gaming will be served to the majority of Borgata’s patrons who live out-of-State and, in the event GAN receives Borgata’s consent to commence operations, is equally capable of simultaneously serving real money Regulated Gaming to the Borgata’s patrons resident in New Jersey.”
Borgata president and chief operating officer Tom Balance said that GAN’s experience and capability, combined with the power of the Borgata brand, would ensure a successful launch of the Simulated Gaming product.
“This launch will add another business segment to Borgata’s portfolio and will further diversify Borgata’s varied offerings. We also take great comfort in having GAN’s excellent real money Internet gaming product available to us as needed.”