NASDAQ-listed gaming operator Caesars Entertainment has moved to diversify the range of games it offers to patrons, signing a deal to roll out skill-based gaming terminals from Gamblit Gaming at its venues.

The multi-year agreement will see Caesars install Gamblit’s Model G and Tristation gaming positions in Southern California before launching the machines in its Nevada properties as well as other markets in the future.

The roll-out begins in October, making Caesars the first casino operator to bring Gamblit’s titles to market, and the first to roll out skill games in California and Nevada.

The gaming positions will first launch at Harrah’s Rincon in Southern California, offering multiple themes and a selection of skill games. These will include Match-3 and word-matching titles, to be followed by the release of Wicked Witch Software’s Catapult King title and Into the Dead.

Caesars senior vice president of gaming Melissa Price described Gamblit’s product as “unlike anything seen on casino floors today”.

“Both the positions and the engaging games themselves are sleek, competitive and social, providing a unique opportunity for players to compete head-to-head, play together against the house, or in single-player games in a differentiated gaming experience,” she said.

“Together, Caesars and Gamblit are changing the gaming industry, bringing the social and competitive spirit of online gaming to casinos.”

Skill-based gaming is seen as a way to attract a new demographic of players to land-based casinos, with regulators in New Jersey also eyeing the product with an offer to fast-track game certification for developers. 

The proposed launch in Nevada is subject to regulatory approval, with Caesars to launch a field trial of the positions prior to rolling out a planned 125 Gamblit terminals across its casino estate in the state. From early 2017, the two companies hope to launch more than 100 positions in additional markets across Caesars’ network.

Caesars president and chief executive Mark Frissora said the partnership with Gambilt is a key milestone in his company’s innovation strategy, demonstrating its progress towards developing “the casino of the future.”

“Caesars is proud to be first to bring these innovative games to our customers, and we plan to make skill-based games an increasingly important part of the gaming floors,” he said.

Gamblit is similiar to other gaming platform providers such as Betable and CashBet in that it partners developers and allows them to integrate a real-money element into their titles, but unlike its peers it focuses on selling this content to land-based casino operators.

“We are excited about our relationship with Caesars, who shares our vision of providing an entirely new type of gaming for their customers,” Gamblit chief executive Eric Meyerhofer commented.

“We wanted to start our landmark transformation of gaming with Caesars Entertainment as their forward thinking strategy, innovative moves and wide reaching influence among consumers perfectly aligns with our objective to revolutionize the casino floor,” he explained.

"We can't wait to bring fresh, new content to life at Caesars locations throughout the U.S., offering fun, social and interactive skill based wagering gameplay," Gamblit chief marketing officer Darion Lowenstein added.

Shares in Caesars Entertainment Corp. (Co. Data) (NASDAQ:CZR) closed in New York Wednesday up 5.19 per cent at $6.49 per share.


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