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In an attempt to keep up with the rapidly evolving online gaming landscape, Amaya has started implementing a plan to turn PokerStars, one of the world’s most popular online poker sites, into a comprehensive gaming hub by securing the addition of casino games and sports betting.
The first move in this transition is the addition of blackjack and roulette to its poker platform, which is already underway. In a press release, a PokerStars representative said the following: “The first offerings – blackjack and roulette – will roll out on a market-by-market basis beginning this month (November) with completion anticipated by the end of 2014.”
The Expansion Continues
As soon as everything is running smoothly with the initial casino games, PokerStars will continue to add other features to the platform, including sports betting and various other casino games. These developments will continue subsequently, and PokerStars is expecting to substantially increase revenue from mobile players, with what has been described as “a full-feature casino on mobile and web”.
Mobile Casino is On the Way
Along with PokerStars’ desktop platform, the leading poker brand is putting a lot of work into the development of PokerStars mobile casino, which will be available at some point sooner. Players can already access the mobile poker app to enjoy games on the move, but this move will allow them to branch out into other areas of online gaming.
Eric Hollreiser, PokerStars’ head of corporate communications, spoke positively about the expansion: “We are taking the same principles, practices and integrity that make PokerStars such a successful and beloved brand and applying them to new verticals.” He also spoke of his confidence in the casino expansion supporting the core poker operations.
Expanding into New Verticals
David Baazov, Amayo’s CEO, described how the addition of sports betting and online casino products are aligned with the brand’s overall strategy. Recognising the arising opportunity to capitalise on customer loyalty as the online gaming arena evolves, PokerStars is looking to drive its brand further forward into the broader online gaming industry.
In June 2014, Baazov spoke publicly about the brand’s strategy: “With the continuing trend of online gaming regulations around the world, the company has in front of itself an enormous opportunity to leverage its brand recognition and customer loyalty to diversify.” Among the potential areas of expansion cited casino, sports betting, and social gaming.
Poker-only Players Can Opt Out
Amaya recognises that many players at PokerStars play poker for the skill aspect and are not interested in playing casino games. Well, PokerStars respect their stance and are making it really simple for those players to distance themselves from all casino-related activity. Concerned players will easily be able to remove casino options from their gaming interface and also opt out of any email communications.
This certainly is an exciting time for Amaya and PokerStars. After years of domination within the stagnating online poker industry, the operator is now moving on to bigger and better things. Check back here for more breaking news from the global gambling industry.
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