Genting UK Plc Extends Partnership with PLAYSTUDIOS

PLAYSTUDIOS representatives have announced that the company will extend its partnership with the UK’s second largest casino operator, Genting UK.

Currently, Genting UK operates over 40 casinos located from Edinburgh to Plymouth in the country. The company also operates two brands in the provincial areas; Genting Club and Genting Casino. Its partnership with PLAYSTUDIOS will expand their gaming portfolio as players will be granted access to myVEGAS and myKONAMI free play casino products.

Image of genting casino logo

The History of PLAYSTUDIOS and Genting UK

This is not the first time the two companies have worked together. Over the past few months, both companies signed an agreement where Resorts World Birmingham was added to the PLAYSTUDIOS partners’ network list. Similar agreements have been inked with Bahamas-based and New York casinos operating under Resorts World Birmingham.

A reward program has been created in order to compensate players who play games powered by PLAYSTUDIOS. Every time they play these games, they will accumulate points. Players will therefore use these points to redeem any non-gambling products and services offered by land-based casinos that are partnered with PLAYSTUDIOS. The casinos include Allegiant Air, MGM Resorts, Bellagio, Aria, and Wolfgang Puck.

According to Casino News Daily article, PLAYSTUDIOS Vice President of Business Development, Jeff Netzer, said the deal between the two companies confirm the final assumption that mobile native applications are an effective tool for popularising one’s brand. According to Mr. Netzer, the myVEGAS app is a good example of an effective tool for building up a brand.

This deal comes soon after Genting UK restructured the company. The company is now managed and monitored by Mark Sergeant who used to work at Gala Casinos as Managing Director. Mr. Sergeant will succeed Peter Nolan who left the post last month. Paul Willcock, Genting UK President, said Mr. Nolan contributed positively to the company and popularised Genting UK online business. Now it is up to Mr. Sergeant to prioritise the following;

  • Converge the land-based and online businesses.
  • Ensure a multi-tool experience for the customers.
  • Grant Genting UK customers access to the products via mobile devices, computers and land-based venues.

A few days ago, PLAYSTUDIOS won the award for the Best Gaming Operator of 2016 and was also admired for its excellent performance in player acquisition, retention and conversion.

author avatar
Nigel Frith