The deal is set to focus on New Jersey, where Relax’s catalogue of in-house slot releases will become available on PlayStar’s online casino platform as the studio looks to become “a standout provider across North America”. 

Martin Stålros, CEO at Relax Gaming and RLX Gaming, commented: “We have enjoyed wonderful growth in New Jersey since launching last December, with our content resonating well with the ever-growing online demographic. This partnership with PlayStar ensures we are well-positioned to gain even more momentum in the region.”

RLX continues to take strides across the continent by forming partnerships with online casino brands in the US and Canada. The brand debuted in the Garden State towards the end of last year and has formed agreements with the likes of BetMGM to reach the state’s players. 

Following the integration with PlayStar, the online casino brand’s players will be able to place bets on Relax slots such as Money Train 3, Money Train 4, Temple Tumble 2 and Bill & Coin.

Dan Alexander, Chief Operations Officer at PlayStar, added: “RLX Gaming’s entry into New Jersey has been impressive to see and it has established an outstanding reputation. We are thrilled to integrate an outstanding content portfolio into our offering and bring unmatched experiences to our player base.”

Earlier this month, Relax Gaming launched aggregation tool Relax Vantage, hailing it as a “much needed” innovation that allows operators to view detailed information for each third-party title before acquiring them.

The post PlayStar hosts RLX Gaming slots in New Jersey appeared first on CasinoBeats.

Speaking to SBCAmericas, Peter Ekmark, CEO of PlayStar, emphasised that gamification can provide a new avenue for operators seeking to bolster engagement. 

He stated: “Gamification is a necessity, there’s no two ways about it. It is something that we at PlayStar need, and something I believe the gambling industry needs too. To what extent? That is still to be determined. But it can act as a great way to enhance a game.

“I’m a strong believer in simplicity. I do think that over the next couple of months and years, we will begin to see a number of different ways to approach how we use gamification.”

Analysing the state of the US market and the prospect it presents for operators, he described it as ‘very unique’. The market will likely benefit from an increase in live dealer games, according to Ekmark who predicted the market’s continued evolution. 

He added: “What is clear about the US is that sports are an inherent part of the culture, so we may see some companies link gamification tools to sports teams or sports betting in general. 

“The gamification element may be that your NFL team is a part of the game; I can certainly see this being a concept that will be explored. Crash games have also become extremely popular with U.S. players. They are non-monetary, so it goes back to that search for entertainment that I mentioned earlier.

“I don’t think that there is one single trick that will help you engage, and ultimately retain, a customer. You have to have a bit of a mix. Simplicity really is the key and is something we look to achieve at PlayStar. We place a big emphasis upon creating the best possible player experience – we are online casino-only, and that’s something we remain loyal to.”

In terms of the most effective strategy, he emphasised that it really depends on which market each operator is looking at entering and there is no one way to approach the US. 

He continued: “Land-based gaming in the US has been around for several years, and similar to the online space, is also very brand-led. You have a few incumbent players that have both an online and brick-and-mortar offering. Could they be the brands that gain the highest market share in the future? I’m not so sure.”

“There is plenty of room for exciting new brands in the US to make a name for themselves. It is a big market. I’d go as far as saying I think it will be the biggest market in the world. But to be successful, you must be bold, and you must take risks. Take Tesla, for example. The U.S. is known for its love of cars – there are so many different makes and models. But Tesla came along, brought something completely different to the table, and now it’s one of the best-selling cars not only in the US, but in the world.”

The post Gamification a ‘necessity’ for US market growth  appeared first on CasinoBeats.

Adding to the studio’s existing partnerships in the Garden State with DraftKings, Tipico and Rush Street Interactive, Wazdan’s range of slot content will become available to PlayStar’s NJ-based players via Light & Wonder’s aggregation platform. 

Andrzej Hyla, Chief Commercial Officer at Wazdan, commented: “Our growth in New Jersey has been extremely positive for us, and we’re delighted to be partnering with our latest operator in the state.

“Our engaging, immersive content has proven to be a hit with players and we’re looking forward to delivering even further great experiences to end users.” 

Included in Wazdan’s content offering, PlayStar players will gain access to slots such as 9 Coins, Sun of Fortune, Hot Slot: Mystery Jackpot Joker, Sizzling Kingdom: Bison, Magic Spins and Power of Gods: Hades.

Additionally, PlayStar will benefit from Wazdan’s range of proprietary mechanics including Hold the Jackpot, Cash Infinity and Collect to Infinity, as well as gamification features like Volatility Levels. 

Dan Alexander, Chief Operating Officer at PlayStar, added: “We’re thrilled to partner with Wazdan, which has emerged as a leading provider of titles across New Jersey. Facilitated by Light & Wonder, it’s been a seamless integration period, and we’re confident our players will love Wazdan games.”

The studio’s latest US alliance follows its recent activity in Europe, having gained Spanish growth with Gran Madrid Casino Online and Italian expansion via Netwin in the past month.

The post Wazdan continues US expansion with New Jersey growth via PlayStar appeared first on CasinoBeats.

The group noted that this represents a logical transition, with Ekmark “already familiar with the business” having served as a board member since September 2022.

In the role, he will be charged with utilising what is billed as “a wealth of igaming experience”, as PlayStar aims to step up its “ambitious plans stateside”.

In addition to a seven year stay at Kindred Group, Ekmark has also served as CCO at Vera&John Casino and JackpotJoy, Director of Business Development at Mr Green and William Hill, CEO of Internet Vikings and most recently Group CEO at the investment company Harvest Tech.

“I’m incredibly excited to be taking over the role of PlayStar CEO and would like to take the opportunity to extend my thanks to Per Hellberg for the amazing foundations he has put down for the company in New Jersey and the US in general,” he commented.

“Having already overseen incredible growth in our first year of operation, I’m confident we as a team can use the extensive igaming and business management experience I’ve accumulated to help PlayStar cement its position in New Jersey and also expand into other regulated states.”

Outgoing CEO Hellberg, who stepped into the role in March 2021, is hailed as exiting following a “game-changing two-and-a-half-year tenure”. This, PlayStar said, included launching into New Jersey and hitting all major revenue milestones.

In July of this year, Glitnor Group stressed that it is looking to make significant progress on lofty North American ambitions after detailing the acquisition of a 37.5 per cent stake in PlayStar.

Undertaken via the firm’s venture capital vehicle, named Glitnor Ventures, which was established in November 2022, the company noted that it is aiming to enable the brand to soar to “even greater heights” across the US’ igaming ecosystem and beyond. 

The post Peter Ekmark to replace Per Hellberg at PlayStar helm appeared first on CasinoBeats.

Undertaken via the firm’s venture capital vehicle, named Glitnor Ventures, which was established in November 2022, the company is aiming to enable the brand to soar to “even greater heights” across the US’ igaming ecosystem and beyond. 

PlayStar, launched in New Jersey during August of last year, and Glitnor, which boasts LuckyCasino and Swintt among its primary B2C and B2B brands, will collaborate in a bid to achieve “incredibly high hopes for going forward”.

“Through our investment work with Glitnor Ventures, Glitnor Group aims to identify the best up-and-coming talent the igaming industry has to offer – and in PlayStar, we believe we’ve identified the perfect partner in the US,” commented Jörgen Nordlund, Co-Founder at Glitnor Group.

“Our investment in PlayStar comes off the back of an incredibly successful debut year for the brand that was characterised by an extensive range of locally-specific, community-focused promotions and we hope with our backing, they can go on to achieve bigger and better things in 2023.”

Launched by Chair Joel Wikell and spearheaded by CEO Per Hellberg, PlayStar debuted in the Garden State via a personalised service that included exclusive online promotions and offline incentives.

Following what was hailed as a “truly remarkable first year,” this latest funding follows an eight-figure equity investment from Meyer Global Management in a bid to aid future growth and continue ongoing US expansion efforts. 

“PlayStar is delighted for Glitnor Group’s committed investments and we believe their ongoing interest in our brand is a fitting reward for what has been a remarkable debut year for us in the New Jersey market,” Hellberg said.

“With Glitnor Group’s funding and support behind us, I’m sure PlayStar will go from strength to strength in 2023 and beyond, enabling us to further cement our position as the preferred online casino in the thriving US market.”

The post Glitnor takes 37.5% PlayStar stake after ‘incredibly successful debut year’ appeared first on CasinoBeats.

Hellberg attributed the online casino brand’s strong results in the US market so far to its ability to not just acquire new customers, but retain a loyal base of players. The company, which launched its fully-licensed igaming product in New Jersey in July last year, said the brand has already exceeded its KPI forecasts.

Playstar’s stated goal is to provide an online casino experience that’s heavily focused on personalisation and player engagement, made achievable through the use of real-time data and predictive modelling to create journeys that are tailored to the player.

When asked about the New Jersey launch, Hellberg stated that PlayStar is retaining customers much sooner than initially anticipated and believes the brand is one of the best in the US market when it comes to retention.

By way of explanation, he said: “Based on how we approached this and the experience of the people we have – and having the support systems ready to control and adjust, I think that has worked far more efficiently than we thought it would do.

“What that has led to is the fact that we’re not only acquiring the customers at a better price than we thought we would have, we’re retaining them for far longer than we ever thought we would do.

“And I dare to say that we’re probably one of the best in the US market in retention currently”

“We are now retaining customers that we thought we would in maybe three or four years from now. And I dare to say that we’re probably one of the best in the US market in retention currently.”

Key to building that vital player retention, said Hellberg, is PlayStar’s sole focus on online casino, as opposed to the approach adopted by competing operators that offer a broader product selection. A specialised gaming offer and retention strategy, he argues, can result in increased player values and a better return on marketing investments.

PlayStar’s impact in the US is already garnering attention. The operator recently saw $15m worth of equity investment ploughed into its future growth by Meyer Global Management. That funding will be used to support its launch in Pennsylvania and again with more state launches that are expected to follow.

When it comes to investing in the US commercial gaming industry, Hellberg believes that now is the “best time ever” to do so due to the fact that operators are becoming more “financially efficient” and far savvier at adopting smart retention strategies while simultaneously recruiting knowledgeable teams.

Since the repeal of PASPA in 2018, the big push has inevitably been focused on sports betting, prompting Playstar to take an alternative route to market with its sole online casino offering. Consequently, revenue generated from the segment against its operational expenses, said Hellberg, has helped keep overheads low.

“…if we had intended to go into Canada, we should have probably done that around now or even a bit earlier”

That approach, he said, has ensured that the cost of entry into New Jersey has been covered. “It means we can launch into states quite cheaply. Of course, there are licensing and marketing costs to take into consideration, but above that there’s very little additional cost beyond customer support.”

The CEO believes that even in high-tax states like Pennsylvania, by sticking to its strategy the company should still be able to see a strong return on its investment. 

But with plenty of states yet to open up to online casino gaming, Playstar is already working on market access deals in anticipation of legislation making it onto the statute books. That forward-thinking approach and deal making has been aided, said Hellberg, by the funding it has attracted. “It has demonstrated to potential partners that we’re sustainable and can be trusted to deliver when that time arrives” he said.

As for potentially expanding beyond the US and into Canada, the CEO noted that the market is “quite populated already”. If PlayStar had wanted to be in the Canadian market, it should have done so earlier in order to avoid splitting its focus between the two North American countries, he conceded.

He explained: “The key thing is – if you want to run a very focused business – is to stay focused. And if we had intended to go into Canada, we should have probably done that around now or even a bit earlier. But we would have needed to split our attention between the USA and Canada – and rest assured, those markets are very different.”

“We now have 50 per cent of our customers still with us after four months”

Looking ahead, besides launching in more states and having broader market access agreements, PlayStar said it remains firmly focused on continuing to serve the customer, making sure it utilises their data to keep them coming back.

That, emphasised Hellberg, will require a data structure that is “personalised per customer” and one that works in real-time, targeting players in the right way and “delivering a quick and efficient service to keep them happy”.

He concluded: “We know that the market average for player retention is about 30 per cent to 40 per cent over four months in the US, which we believe is a bit low. We now have 50 per cent of our customers still with us after four months. 

“That’s unheard of; but it’s how it’s worked out because we started from a position of being able to personalise or offer and talk to the human instead of an account.”

The post PlayStar CEO Per Hellberg: The importance of a strong retention strategy appeared first on CasinoBeats.

Catching the eye of MGM, the tech-focused investment firm has put its weight behind PlayStar by investing $15m to fuel the firm’s growth plans. PlayStar is currently looking to expand its operations and will use the investment to support its launch in Pennsylvania next year.

Per Hellberg, Chief Executive Officer at PlayStar, said: “PlayStar is delighted to welcome Meyer Global Management as a shareholder in our business. MGM’s confidence in PlayStar to provide $15m to support us in a time of such economic uncertainty says a lot about PlayStar’s performance over the past few months.

“While several online gambling sites have been forced to cease operations in the past year, we’ve surpassed our initial forecasts and are well-positioned for further expansion. The funding from Meyer Global Management will enable us to build on this initial success as we grow our New Jersey operation and look to launch PlayStar in Pennsylvania.”

PlayStar has made a flying start in its five months of operations in New Jersey by exceeding all major KPI forecasts and has over 40 employees with offices in New Jersey, Gibraltar, Malta and Sweden. 

Having set out to provide an online casino experience with a heavy focus on personalisation and player engagement, PlayStar will leverage real-time data to create tailor-made player journeys through predictive modelling.

Owen E. H. Meyer, Chief Executive Officer at Meyer Global Management, added: “Meyer Global Management is an investment firm focused on identifying innovative technology companies that have long-term sustainability to deliver strong returns for our investors.

“What we’ve seen from PlayStar since it debuted in New Jersey a few months ago is very impressive and I believe that with our support, the company has the potential to be just as popular when it goes live in Pennsylvania. 

“PlayStar’s management is very experienced in this industry and we look forward to continued momentum in player acquisition and retention.”

The post PlayStar looks to Pennsylvania expansion via $15m MGM funding appeared first on CasinoBeats.

This becomes the latest stage of the group’s US ambitions after launching in New Jersey last month as well as extending a multi-year market access deal alongside Caesars into Indiana. Pennsylvania entry is also scheduled for later this year.

Colorado is “poised to become a promising online casino market,” noted PlayStar, with the group looking to deliver localised experiences, driven by personalisation and engagement, across all operational jurisdictions.

“PlayStar is a brand that’s committed to providing players in the US with a genuinely unique online casino experience – and by teaming up with GF Gaming in Colorado, we’re already looking ahead to how we can expand these plans into the next market when regulation allows,” explained Adam Noble, Co-Founder and Chief Business Development Officer at PlayStar.

“With New Jersey, Pennsylvania, Indiana and now Colorado market access secured, along with more announcements coming, we’ve secured a growth path well into the future. 

“However, we’re not stopping there, with further market access being high on the agenda as we head off to G2E this week.”

GF Gaming is a Colorado-based company that owns the Famous Bonanza and Easy Street Casinos in Central City.

Roger Brown, General Manager at GF Gaming, added: “Having seen what PlayStar has already achieved with its innovative and incredibly successful New Jersey launch, we had no doubts whatsoever that the brand was the perfect online partner for us in Colorado.

“Like us, PlayStar is a company that places a lot of emphasis on supporting the local community through promotions and partnerships – and when Colorado realises the vast potential of legal internet-based gaming, we’re confident they’ll deliver a first-class online casino experience to players in our state.”

The post GF Gaming partnership provides Colorado market access to PlayStar appeared first on CasinoBeats.

Adding to its US market entries, the inclusion of Indiana, according to PlayStar, is said to provide ‘future growth opportunity’ when the market regulates online casino. 

Adam Noble, Co-Founder and Chief Business Development Officer, commented: “We are delighted to have joined forces with Caesars once again, providing us access to Indiana which is forecast to be a thriving online casino market, subject to future legalisation.

“Although it’s early days, we have seen very promising results after our New Jersey launch, and we’re very confident of replicating this in each market we enter. 

“The addition of Indiana now, pre regulation, will not only increase our total accessible market, but also give us the chance to go live in that market from day one, standing shoulder to shoulder with our peers. 

“We continue to seek out further market access opportunities that align to our ‘casino-first’ product strategy.”

Pending regulation timing, PlayStar noted that the firm’s launch into Indiana will ‘sit nicely’ following its New Jersey launch and the upcoming Pennsylvania entry scheduled for later this year, subject to completing the licensing process. 

The news also follows shortly after PlayStar went live with geolocation and compliance firm Xpoint‘s real-money gaming product – Xpoint Verify – last month.

Geolocation and compliance firm Xpoint has confirmed that its real-money gaming product – Xpoint Verify – is live with PlayStar in North America.

The post PlayStar to enter Hoosier State through Caesars relationship appeared first on CasinoBeats.

Coming shortly after the the firm’s product when live in Canada and the US via multiple partners, becoming PlayStar’ official geolocation partner will see Xpoint aim to ensure the former’s customers are able to engage with the online casino in a regulated, secure digital environment, whilst also adhering strictly to all state and federal regulations. 

Marvin Sanderson, CEO and Co-Founder of Xpoint, stated: “2022 is proving to be a pivotal year for Xpoint and I am delighted that we are now live with PlayStar, another world-class Xpoint Verify partner in the US.

“Obviously each of our announcements are major steps forward, for our team and our partners, but they are just the start of our story. Over the coming months we will be announcing more partnerships and more developments within our business as we bring truly game-changing thinking to our industry. 

“We are innovative, we work tirelessly for our partners, and we exist to help them unlock the true potential of their investment in geolocation tech – previously that has been seen as a utility, but our thinking helps turn that utility into an asset.

“PlayStar is an exciting brand bringing innovation, fresh thinking and consumer-focused value to the online casino market, key brand elements that we share. It is going to be a major player in the US market and we are delighted to be partnering with their team, and are excited to be part of what promises to be an exciting future for Playstar and its customers.”

Echoing the thoughts of Sanderson, Per Hellberg, Chief Executive Officer at PlayStar, added: “We are very pleased to be partnering with Xpoint as our Geolocation provider in New Jersey. Both PlayStar and Xpoint are at a similar point in their evolution – young, exciting brands who bring true innovation to our markets – and as we enter somewhat of a David and Goliath battle against our respective competitors. 

“Additionally, this partnership means we stay true to our vision to leverage the most innovative technology in the market to deliver an online casino experience like no other.”

The news of the PlayStar partnership comes a mere day after the geolocation tech company commenced with a multi-million dollar round of investment funding to support its growth. 
As part of the investment fund, new investors including Acies Investments, The Raine Group and SuRo Capital Sports joined existing backers Bettor Capital and Courtside Ventures, both of which have increased their investment as part of this new funding round.

The post Xpoint continues ‘pivotal’ 2022 movements via PlayStar green light appeared first on CasinoBeats.