London-listed sports betting and gaming group GVC Holdings has agreed a landmark deal with Ainsworth Game Technology (AGT) to exclusively launch the Australian supplier's slot games in New Jersey's regulated iGaming market.
The multi-year agreement will see GVC initially launch 20 AGT slot games on its platform, which powers both the MGM and Borgata brands. Additional games will then be rolled out on a monthly basis.
"This is fantastic news for both our B2B partners and the wider casino playing public of New Jersey," said GVC president of New Jersey operations Kevin Allan. "The online market has been stagnant for too long, with many casinos offering a similar line-up of content.
"Ainsworth are helping us to really shake things up, bringing an entirely new collection of standout titles which are sure to be a major attraction and point of difference for our network."
AGT is one of the largest suppliers to the state's bricks-and-mortar casinos with a market share of close to 10 per cent through titles including Mustang Money, Electric Nights King Strike and Wild Fire Riches, all of which will be available exclusively on GVC's network later this year.
"We are excited to be partnering with the GVC Group for New Jersey and look forward to providing Ainsworth's land based content online," said Jason Lim, general manager for Ainsworth Online.
Steve Nathan, vice president of online gaming at MGM Resorts, added: "We are extremely pleased to have this exclusive deal in place with Ainsworth for the New Jersey market. We are looking forward to giving our players access to some of the best and most recognised games in the industry."
The agreement comes on the back of the recent roll-out of more than 30 titles created by GVC's in-house development studio.
"We are absolutely delighted to be partnering with Ainsworth and facilitating their entrance into the New Jersey market," said GVC head of content and commercial management Andy Whitworth. "Of all the many, many deals we have completed over the past 18 months, this is the one I'm most excited about. It will be a real game-changer in the highly static NJ market, which is hindered by a limited range of content.
"Strategically, securing Ainsworth's market leading omni-content is huge for GVC, MGM and Borgata. Being able to offer their games on our network six-months ahead of the market is a massive advantage for us and - combined with the introduction of our exclusive in-house titles – creates an offer that cannot be found at any other operator in the state."
Shares in GVC Holdings plc (LSE:GVC) were trading up marginally by 0.29 per cent at 1,041.01 pence per share in London Tuesday morning, having hit a 52-week high of 1,045.00p in trading yesterday.