Game Account Network (GAN), a game developer which focuses on the casino sector, has announced a new partnership with Borgata, Atlantic City. Borgata opened its doors in Atlantic City, New Jersey in 2003. It is jointly owned by both MGM Resorts and Boyd Gaming. Under the new agreement, GAN will provide Borgata with a social gaming platform.
Borgata Simulated Gaming is expected to launch in the first half of 2016, and it will be available on both desktop and mobile. Simulated Gaming was created by GAN specifically for United States casinos.
The platform contains the ability to host slot tournaments, slots, table games, and poker. Borgata plans on integrating their live casino player rewards program, My Borgata Rewards, using GAN’s iBridge Framework. Borgata is awaiting approval by the New Jersey Division of Gaming Enforcement before the integration of the rewards program can take place.
Borgata’s launch of GAN’s social gaming platform enables the casino to extend its online gaming experience to customers based outside New Jersey state limits. Players will be able to play for free or pay for credits to use on extended online casino play. Player rewards points will also be collected and can be used for both Borgata’s online casino and Atlantic City property.
Within GAN’s press release announcing the agreement, GAN CEO Dermont Smurfit spoke about his enthusiasm for the agreement between GAN and Borgata,
“Our exclusive social casino partnership with Borgata is another step in expanding our Simulated Gaming offering in the United States. We’re privileged to bring Borgata, a leading and highly regarded US casino brand, online nationwide in the United States. We believe that our Simulated Gaming online experience will positively contribute to Borgata’s real money gaming experience both on-property and online in New Jersey and, in particular, provide an opportunity for delivering a compelling Simulated Gaming experience to the majority of their patrons who live outside of New Jersey.”
GAN already seeing success with other casinos
GAN launched Simulated Gaming stateside in January 2014, and the company has already proven it’s a successful concept.
Currently Simulated Gaming is operating social platforms for six different casinos. GAN’s website claims that in 2014, casinos using Simulated Gaming saw “on average a 28% uplift in on-property theoretical win.”
Casino operators have reported that 50% of their patrons are active on social casinos on Facebook. Therefore, adding social casinos to their existing offerings can in some cases result in a significant player traffic increase for brick & mortar casinos.
The role of social gaming in the future
According to Eilers Research, the Social Casino market is worth roughly $3.3 billion annually in 2015, and casinos are no longer ignoring the trend as they did in years past.
Major casino companies MGM and Caesars have each been successfully operating social casinos. MGM’s MyVegas and Caesars’ Caesars Casino each give players the opportunity to participate in their favorite casino games from their homes while earning rewards at MGM and Caesars properties respectively.
Slot manufacturer IGT’s DoubleDown Casino does the same for IGT slot machines, and IGT licenses DoubleDown to smaller casinos so they can get a piece of the social gaming action.
Social casino games tend to earn more revenues per player than other types of social games on app stores and Facebook. This new revenue stream may never come close to generating the kind of cash that real-money gaming can for casinos, but it’s steadily growing and developing an important role in the way casinos will operate in the future.