Pala Interactive is one of the smaller operators in the NJ online gambling scene. But it wants to grow, and to that end, it has hired BetGenius to help its customer acquisition strategy.

BetGenius is a subsidiary of Genius Sports, a company focused on sports data and the emerging sports betting industries.

Pala operates three gambling sites in New Jersey:

Pala launched in NJ because California failed to legislate

Pala Interactive was set up by California’s Pala Band of Mission Indians with former PartyPoker CEO Jim Ryan as the man in charge.

California failed to pass online gambling legislation, so Pala decided to jump into the already crowded market in New Jersey.

It partnered with Borgata Atlantic City but runs its own gambling sites independently and competes directly with the Borgata and PartyPoker NJ sites.

The truth is that despite unique proprietary software and casino games, Pala remains at the bottom of the revenue tree in the Garden State.

The Pala brand is huge in California but has little brand recognition in New Jersey. And unlike other operators in the market, it entered with no existing database of players.

The company has done well to create a thriving casino business given the background, but online poker remains tiny with only single-digit numbers of players at the tables for much of the day.

Betgenius brings industry leading marketing techniques

The BetGenius deal is a step in the direction of changing that.

BetGenius has a specialist digital marketing agency that works with more than 150 operators of regulated sportsbooks, lotteries, and online casinos. At the 2018 EGR Awards it was voted Acquisition and Retention Partner of the Year, so Pala has struck a deal with a very highly respected partner.

BetGenius’ role will be to expand Pala’s player base using its expertise to “economically acquire, engage and retain customers.”

Josh Linforth, business development director and digital marketing at Betgenius, said:

“Pala Interactive is a forward-thinking operator which understands the power of effective digital marketing. I’m confident that our strong inventory, unique creative capabilities, and lower-funnel acquisition tactics will help them scale their online presence and drive revenues in New Jersey.”

If that needs translating into English, it means that New Jersey players at casino, poker and bingo can look forward to seeing more advertising from Pala and will be presented with more targeted marketing offers.

Jeremy Clemons, chief marketing officer at Pala Interactive, added:

“We are confident that combination from BetGenius coupled with Pala Interactive’s delivery of an outstanding player experience will make our performance-based programmatic campaigns successful.”

The Betgenius deal fits Pala’s multistate intentions

If California legislators can find an ounce of common sense, then gambling legislation should be on the books soon. Pala is also optimistic that New York sports betting will get there at some point.

In September 2017, Jim Ryan gave an interview to Poker Industry PRO (paywall) where he expressed the broad vision of the company:

“Our objective is to participate in all meaningful regulated US online gaming markets. Draft legislation in the state of New York and California provides for the regulation of only online poker. These two states likely represent the two largest markets in the United States and it seemed only natural that we should position our company to be ready to enter the next regulated US market as one of the few businesses that now offers online poker complimented by our casino and bingo products.”

Expanding its market share in New Jersey will go a long way toward building brand recognition in neighboring New York. The deal with Betgenius has a strategic rationale that extends beyond New Jersey — but New Jersey players will be the first to get the benefits.

Joss Wood

About

With a primary focus on international regulated online gambling markets, Joss follows the legal US online gambling industry and writes extensively about US sports betting regulation. He holds an English degree from the University of Birmingham and a master’s degree in organizational development from the University of Manchester.