NYX has been strategic in its expansion into newly regulated markets across Europe, but its licensure in New Jersey and recent OpenBet acquisition have geared the supplier for even greater heights in the North American market. CEO Matt Davey explains his strategy to Gaming Intelligence.
While the OpenBet acquisition immediately widens NYX's reach in the Canadian iGaming market, it also provides a whole host of possibilities for the company in the lucrative US land-based gaming market.
NYX has been making great strides in the highly competitive European market, and the company identified North America as a key target for its business back in 2012. In 2013 the company relocated its headquarters to Las Vegas and acquired a small company, Zen Entertainment.
“That really gave us a footprint here in the US and we thought that it was important not to just have great technology, but also have a local presence,” says Davey. “The US is an enormous market. If the market realises its full potential, then no individual country within Europe would come close to the size of that market.
The move to Las Vegas marked the start of NYX’s transformation into one of the industry’s ‘go-to’ suppliers, culminating in the landmark OpenBet acquisition earlier this year.