The US is one of those gambling markets that appears to promise endless opportunity and unlimited growth for operators. However, you do not have to scratch very far below the surface to realize that it is anything but an easy market to conquer. When PASPA was overturned, there was real optimism that the whole country would open up. However, as gambling is regulated at a state level, online casino operators quickly realized that there were actually 52 individual markets to navigate. You only have to take a quick look at a map of the country to realize the disparities between the states.
However, as necessity is often cited as the mother of invention, online casino operators sought alternatives that would allow them to offer popular online games outside the states where they could offer real-money casino games. The sweepstakes casinos were born and now account for a larger share of online casino gaming than real-money casinos. While their legal status remains in doubt, there seems to be no stopping new ones popping up.
We sat down with Jordan Marley from Casino.us to talk about the infrastructure behind new casino launches and find out what this online casino expert thinks matters to players.
American Casino Guidebook
Welcome, Jordan. It seems to be a pretty busy market out there, particularly given that only a handful of states have legalized real-money online casino gambling. What do you think is driving the appearance of new online casinos in the country?
Jordan Marley
Thanks for having me in. Up until a few years ago, many operators were launching new real-money online casinos in states that had legalized them. However, the market was tougher here than European operators might have anticipated, and there is no doubt that several sites threw in the towel. When the likes of FanDuel and DraftKings diversified from sports betting into casino gaming, the writing was very much on the wall.
However, established casinos often launch in new states, bringing brand-new bonuses and promotions, as well as new games and special features. While we do not see many new real-money casinos coming online, new sweepstakes casinos appear all the time as an alternative to real money play. These offer players casino-style games with Gold Coins (GC) and Sweepstakes Coins (SC) instead of cash. New sweepstakes casinos are often launched with strong welcome bonuses. Despite the use of virtual currency, some states restrict some, if not all, sweepstakes casinos. We keep our eyes open for all developments and bring our readers up-to-date news on the newest online casino selection in the US.
As you say, new sweepstakes casinos appear all the time. How do they manage to launch at speed, and what is the infrastructure that allows this to happen?
Jordan Marley
While there is considerable innovation in the market, particularly in new formats like live dealer gaming, the infrastructure behind online casinos is pretty solid and easily replicable these days. I am not for one moment suggesting that it is simple, but the operators and tech wizards have got it down to a T. Through a combination of cloud gaming, white-label platforms, payment innovation and integrated compliance systems, a well-oiled machine delivers for people who love to play online casino games.
However, it is not a single system. The infrastructure is a highly sophisticated digital ecosystem that draws on cloud hosting, payment platforms and verifications, localization (where required), compliance automation, game delivery networks and player-engagement systems. That is before we have even considered the individual game titles, tailored bonuses, and safe gambling tools. No online casino is a stand-alone platform but an interconnected infrastructure drawing on diverse expertise from B2B gaming, tech, and financial companies.
Of course, AI is now also speeding everything up and cutting out back-end processes too. In some cases, it is also taking over front-end processes including live-dealer avatars, but that is all quite surreal, and many people feel that it undermines the value of the live experience.
What do you mean by white-label casinos and how do they work?
A white-label or turnkey casino is a fully functional online casino that is ready to be branded. The online casino company does not need to handle development, as the technology, licensing, payments, and compliance systems are already in place. All the casino brand has to do is create the platform’s public face and personality. Obviously, this means new sites can launch much more quickly, with both advantages and disadvantages.
Speed and not needing to be an expert are obvious benefits. However, the casino platform is then tied to the backend operations – think about it a bit like how Shopify lets merchants set up stores without needing the full e-commerce back end. The downside is that these sites could feel a bit samey, and ultimately the technical infrastructure (already in the hands of several digital organizations) is controlled by an external third party.
These are a great option for businesses looking to make a rapid entry into the market and are very much part of the system that enables new and exciting operators to enter it. Many of the latest launches will be made possible by this ‘casino-in-a-box’ approach.
How does the infrastructure affect the playing experience?
Ultimately, what matters to players is that they can have fun in a fair and safe environment. Most players are not concerned about ‘what is under the bonnet’; they just want to find their preferred casino games, be confident that the site is not rigged, and be happy to cash in on great bonuses. They want responsive mobile gameplay, no lagging, and secure payment options that they recognize.
Our job at Casino.us is to take a deeper dive to ensure that the relevant digital infrastructure is in place so they can do this, and that sites comply with local regulations. However, we are not just looking for ok. Excellence is essential, and it is the key behind the flashy front end that delivers this.
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