Virgin Casino has launched the Deal or No Deal slot across its New Jersey desktop and mobile online casino platforms.
The game, which is currently exclusive to Virgin Casino, was developed in-house by the site’s online gambling partner Gamesys — the same UK-based company that provides the platform for both Virgin Casino and sister site Tropicana Casino.
The licensing deal was brokered by global content producer and distributor Endemol Shine Gaming with support from Endemol Shine North America.
Brand recognition the name of the game
One of the main selling points of the Deal of No Deal slot is that the name is likely to resonate with New Jersey gamblers.
When the game show launched in the US in 2005, it quickly became a mainstay of primetime television, averaging as many as 16 million viewers during its inaugural season on NBC.
Deal or No Deal enjoyed a five-year stint on NBC and in syndication (long by game show standards) before the plug was pulled in 2010. To this day, the Game Show Network (GSN) still airs reruns of the NBC episodes, and also offers its own Flash-powered free-to-play slot.
The game show’s popularity extends to other countries, including the UK, where new episodes have aired nearly every day for the past 11 years. Given this, it’s unsurprising that the Deal or No Deal slot has enjoyed success on the UK version of Virgin Casino.
Familiar brand in NJ
Gamesys hopes to replicate this international success in the NJ market. As per Gamesys’ Chief Executive Officer Lee Fenton in a recent company press release:
“Deal or No Deal is truly a world famous brand that transcends borders and is loved the world over for its unique gameplay and non-stop excitement. Our Deal or No Deal Slot has been very well received internationally and we’re excited to share the fun with playing in New Jersey.”
NJ gamblers in particular should be familiar with the brand, as Deal or No Deal titles have been a staple of Atlantic City casino floors dating back to 2006.
Most notably, in 2012, Tropicana AC, as well as several other Atlantic City casinos, added a version of the game that was already proving popular in several other markets.
Impact of Deal or No Deal on NJ market
While the inclusion of a solitary slot is unlikely to have a serious impact on an online casino’s bottom line, Deal or No Deal is well positioned to perform better than the average terminal.
In addition to strong branding, the game possesses a myriad of exciting features, including:
- Two dedicated bonus games: Mystery Briefcase Bonus and Deal or No Deal Bonus.
- A randomized gameplay element (Banker’s Offer) that affords players a measure of choice,
- A progressive jackpot –something that is sorely lacking in the NJ online gambling market.
Together these variables should work in tandem to strengthen Virgin Casino’s already enviable position in the market. In June, the Tropicana AC license generated more gross gaming revenue ($3.35 million) than any other NJ-based online casino operator, sans the Golden Nugget. That figure represents a 30.6 percent year-on-year increase.
Not to mention, the online product may prove effective at driving customers to the Tropicana’s land-based casino in Atlantic City, especially if Virgin Casino decides to roll-out a Deal or No Deal themed promotion.
In the presumed scenario that Deal or No Deal becomes a front-line success for Virgin Casino, Gamesys will likely introduce more slot titles that either possess the advantage of strong branding or exclusivity — or both. Thus far, titles that boast these attributes have performed well.
To wit, the only other exclusive title on Virgin Casino, Tiki Totems, is among the site’s most popular, while the in-house developed The Godfather ranks highly in the casino’s slot lobby.