New Jersey gamblers might not be familiar with the name Super Group. However, they’re more likely to recognize its flagship brand, Betway. Now, the company is acquiring its US partner Digital Gaming Corporation (DGC), which might help the brand’s growth.
Betway has been a bit player in the New Jersey online casino and sportsbook market since it launched in Aug 2021. However, a recent sponsorship deal with the New Jersey Devils may have helped put it on sports fans’ radars.
It hasn’t actually been Super Group operating Betway NJ, however. Although it owns and operates the brand internationally, in the US, it has been licensing the rights to DGC.
The situation changed on Jan 3, when Super Group announced that it had completed the acquisition of DGC. Although DGC’s US team will presumably continue to handle the day-to-day operations of Betway sites in NJ and other states, the brand owner can now be more involved in setting strategy and financially investing in its expansion.
Super Group CEO Neal Menashe said as much in the press release announcing the deal:
We are excited to officially welcome DGC into Super Group. We look forward to working more closely with the team as we apply our proven toolkit to the U.S. With a healthy balance sheet and a consistent track record of driving profitable growth, Super Group is well positioned to enter the U.S. market, enhancing our global footprint.
Mixing B2C and B2B
DGC’s role in the US market is a bit of a strange one. Traditionally, it operates as a business-to-business supplier of online casino games and management tools. Directly operating the consumer-facing Betway brand in the US has been a new direction for the company, and eventual acquisition by Super Group may have been part of the plan from the start.
Even New Jersey casino players who have never visited Betway’s site may be familiar with DGC’s products. Its slots are available on many NJ gambling sites, including DraftKings Casino, Golden Nugget and BetMGM.
Some of the most recognizable titles in DGC’s lineup include:
- Action Ops: Snow & Sable
- Book of Atem
Avoiding too much self-competition may be part of the reason that DGC chose to focus on the Betway brand and the sports betting vertical for its US business-to-customer operations. Although there is a Betway Casino in New Jersey and Pennsylvania, it has ignored opportunities in West Virginia and Michigan to focus on sports betting states, including Colorado, Indiana and Iowa.
What Will Super Group’s US Strategy Look Like?
Unfortunately, that approach hasn’t paid much in the way of dividends yet. Betway’s market share is a mere 0.2% for those three sports betting states, and it’s only slightly better off in Pennsylvania, at 0.3%. An estimate for New Jersey is impossible because it’s lumped onto the Golden Nugget license alongside much larger brands. However, given how saturated the Garden State is, it’s hard to imagine the number being any larger here.
With Super Group’s direct support, there’s a chance to improve the brand’s position. However, it remains to be seen what that strategy will look like.
Several other smaller brands – like Unibet and SI Sportsbook – announced in late 2022 that they would be pulling out of sports-only markets to pursue the online casino vertical where it’s available. It’s possible that Super Group plans to follow the same strategy. It could even mean launching one or more of the company’s casino-focused brands.
Super Group has entered the Canadian market of Ontario with four separate online casino brands: Jackpot City, Royal Vegas, Ruby Fortune and Spin Casino. None of these currently exist in the US, but unless the Betway brand gains more traction than it has now, it might be worth trying something different.
Either way, having DGC under the same roof creates the possibility of exclusive in-house content. That’s a powerful differentiator for brands that can do it, like DraftKings and BetMGM – the latter through its half-owner, Entain.
There’s no indication that DGC slots will disappear from those sites where they’re already available. However, depending on how committed Super Group is to its own US B2C ambitions and its level of interest in the casino vertical, we may see a reduction in the number of new B2B partnerships signed by DGC.