PlayStar Trumpets Its Full Launch, Pushes Live Dealer Games

PlayStar Casino removed the “quiet” from its NJ online casino launch yesterday.

Stockholm-based PlayStar made its US online casino debut last month, by launching in New Jersey.

However, only yesterday saw PlayStar CEO Per Hellberg comment in a press release published by PlayStar’s platform provider, Gaming Innovation Group (GIG).

In the announcement, Hellberg says:

There has been a tremendous amount of work put into getting this far, and to now be live in New Jersey is a major milestone. Of course, to have a great product you need a great platform and we’re very pleased with how the GiG platform has helped to bring our product vision alive. It’s only early days, but we’re seeing great numbers and confident we can build on that as we ramp up in New Jersey.

Pushing the Live Dealer Options

The operator that prides itself on personalization already appears to be reacting to customer preferences. One month in, live dealer games are getting more prominent front page real estate.

PlayStar’s “recommended games” have changed since Aug. 18, when NJGamblingSites.com checked out the new online casino site.

Evolution’s First Person Blackjack now tops the charts. Meanwhile, Live Casino has been moved up to the second position in the list of games categories, up from fourth when the casino launched.

NJ Online Casino Could Use Brand Differentiation

The Garden State is the most crowded online gambling market in the US.

NJ online casino is no different.

PlayStar itself joined the Ocean Casino Resort license, which already housed these three other sites:

That’s why PlayStar said even before its soft launch last month that its brand differentiator will be personalization, engagement, and customer experience.

That’s why it incorporated so many content providers, including the more expensive product of live dealers.

Time will tell if the strategy works. However, we may not know if PlayStar remains as quiet about success or failure as it did about its launch.

About the Author

Heather Fletcher

Heather Fletcher is the lead writer at NJ Gambling Sites, concentrating on online casino coverage. In March 2021, Fletcher began writing about online casino gambling as the lead writer for Online Poker Report. She holds a bachelor's degree in journalism from The Ohio State University, as well as a master's degree in journalism from New York University, and has now shifted to NJ Gambling Sites to lend her expertise.