BetMGM's Online Casino Success: Exclusive Games, Partnerships, and Targeting New Demographics
In a recent interview, Angus Nisbet, VP of Gaming at BetMGM, shared some insights on what makes BetMGM’s online casinos successful:
- Hollywood Casino, in partnership with Barstool and PointsBet casino, has issued multiple licenses to expand its online presence.
- BetMGM’s contribution to online casino revenue has significantly contributed to the revenue of the Hollywood Casino licenses, reaching $284.8 million in 2023 revenue through April.
- BetMGM has a massive customer base, with 30 million people signed up for BetMGM Rewards.
- The operator differentiates itself with exclusive games, including 85 in-house developed games, some featuring branding from MGM properties like Bellagio or Riches.
- An example of the appeal of exclusive games is the MGM Grand Millions slot title, where a Pennsylvania player won a $1 million jackpot with a $1 spin. This game is only available on BetMGM platforms.
- Nisbet emphasized the importance of BetMGM building its own library of games rather than relying solely on suppliers. However, he acknowledged that partnerships with game manufacturers can also be valuable, citing the popular slot title Buffalo Wild Wings from Inspired Entertainment.
- BetMGM holds a significant market share in the US online casino industry, being ranked as the top operator with approximately 27% market share in Q1 2023.
- BetMGM operates online casinos in Pennsylvania, New Jersey, Michigan, and West Virginia, and sports partnerships are crucial for the brand due to the focus on sports in the US market.
- BetMGM offers exclusive games featuring sports teams such as the Philadelphia 76ers, Detroit Lions, Pittsburgh Steelers, New York Jets, and the National Hockey League.
- Nisbet mentioned the potential for new game offerings and expanding into different demographics. He highlighted the untapped opportunity in the US for bingo games, which have a more extensive library in the UK market.
- Nisbet aims to target demographics beyond the young male demographic that FanDuel and DraftKings effectively reach. He mentioned the importance of catering to the female demographic, including the 50-year-old stay-at-home mom who enjoys playing bingo, and exploring the convergence of gaming and social sectors.
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