[toc]A handful of New York casinos are focusing efforts on establishing a brick and mortar presence. Meanwhile, Turning Stone Casino Resort in Verona, NY is focusing its efforts online. The Indian casino recently announced the launch of a social casino powered by GAN technology.
Social casino tied to existing Turning Stone rewards program
The Turning Stone social casino is accessible on the casino’s website. It can also be downloaded as an app.
The social gambling app is labeled as an “Simulated Gaming” experience. The press release describes it as “offering patrons a gaming-as-entertainment experience comprising a wide range of recognized casino slots, video poker and table games.”
More than just gaming, the site also gives users a chance to sync up their online gambling with the on-property rewards system, TS Rewards. CEO of GAN Dermot Smurfit commented on the new partnership:
“Turning Stone has intelligently placed its highly-regarded loyalty program at the heart of their new Simulated Gaming consumer proposition which has already delivered high levels of online engagement with their casino patrons. We look forward to a successful and long term relationship with one of New York State’s longest-established casino operators.”
The two companies partnered in September of last year.
Several East Coast casinos partnering with GAN
Turning Stone is not the only casino teaming with GAN to take its gambling offerings online. Earlier this month, New Jersey’s TEN Resort quietly released a GAN-powered social casino.
TEN and Turning Stone are just two of several GAN partnerships with regional US casinos. Other clients include:
- Isle of Capri Casinos
- WinStar World Casino in Oklahoma
- Twin Rivers Casino in Rhode Island
- Empire City Casino
One of the major selling points for brick and mortar casinos to launch a social component is how the app can keep the customer connected to the property every day. The GAN website emphasizes this point repeatedly.
Other brick and mortars with social casinos, like MyVegas and MGM Resorts, show the app can be a useful tool in drawing customers to the property through their phones.
Social casinos are big business
Yes, part of the appeal of a social casino is to drive traffic back to the land-based property. But social casinos are big bucks in their own right.
In 2014, social casinos took in $2.8 billion in revenue. Now the industry is valued at $4.5 billion. What is remarkable is, apparently 96 percent of customers do not pay a cent.
Last year, it was a social casino that helped the sinking ship, Caesars Entertainment. The company sold off the social gaming component of Caesars Interactive Entertainment for $4.4 billion. That money will be a huge help to address Caesars’ massive debt.
Just this week, Chinese gaming company OurGame, which owns the World Poker Tour, said it also wants to expand its social casino presence in the United States.
Social gaming does not appear to be a fad or just an add on for brick and mortar casinos. It is a money maker in its own right with the potential to bring in billions for gaming companies.