Social casino game developers Playstudios have expanded their partnership with the UK’s second largest casino operator.
On Thursday, the California-based Playstudios announced a deal to provide its popular myVEGAS and myKONAMI free-play online casino products to the over 40 venues that operate under the Genting UK umbrella.
The two parties were already familiar with each other, having struck a deal in February for Playstudios to add Resorts World Birmingham to its list of land-based partners. Playstudios had previously inked similar deals with Resorts World-branded casinos in New York and Bimini in the Bahamas.
Playstudios allows online players to amass reward points that can be redeemed for non-gaming goods and services at its land-based partners’ venues. The company’s other customers include casino operator MGM Resorts, regional airline Allegiant Air and restaurateur Wolfgang Puck.
Playstudios biz-dev VP Jeff Netzer said the broadening of the two parties’ relationship reflected Genting’s belief that apps like myVEGAS are “highly effective and efficient channels for building their brands and driving measurable business benefit.”
Meanwhile, Genting UK recently underwent further restructuring of its business and management that included a new boss of its UK-facing online gambling operations. Mark Sergeant, former managing director of Gala Casinos, has taken on a similar role at Genting UK’s provincial casino operations, as well as the online gambling operations of Genting Alderney.
Sergeant replaces Peter Nolan, who exited the picture last month. Genting UK president Paul Willcock praised Nolan for helping to build the online business and said Sergeant’s task would be to converge the land-based and online operations to create “a compelling multi-channel experience for our customers across our retail estate, online and mobile platforms.”