US casino operator Delaware North is breathing fresh air into its Betly mobile gambling brand through a new joint venture with a European online gaming and sports betting company.
Delaware North this week announced that it has teamed up with Belgian gambling firm GAMING1 to deliver turnkey digital gaming solutions to licensed operators across North America.
The casino operator will use its new partner’s proprietary sports betting and casino platform and product technologies to expand its footprint across regulated territories in the US and possibly Canada, which legalized single-game sports betting late last month.
The partnership between Delaware North and GAMING1 will see the creation of the Gamewise joint venture. As part of this new JV, the casino operator will offer its Betly.com online gambling product exclusively across all new regulated iGaming markets where it runs brick-and-mortar casinos.
In addition to Delaware North’s experience in operating gaming and hospitality properties, the Gamewise joint venture will be driven by GAMING1’s omni-channel technology solution and partnership model that has been implemented over the past decade in fully regulated markets around the world.
The joint venture will further enable GAMING1 to exclusively provide its ever-growing library of proprietary online casino content in the US.
Full Land-Based Integration
Gamewise is set to bring to market a modular and flexible sports betting and online casino platform that delivers a seamless wagering and iGaming experience with excellent gamification capabilities, full integration across land-based establishments, localized bet pricing and market-leading bet acceptance ratios.
Of their new partnership, Luisa Woods, VP of Marketing for Delaware North’s gaming business, said that Gamewise will fill a gap in North America’s gaming market by providing regional casino operators with a true turnkey solution that will allow them to expand into “the burgeoning online sports betting and online gaming space.”
Ms. Woods further noted that combining Delaware North’s gaming and hospitality expertise with GAMING1’s experience in working with land-based companies, its proprietary technology and track record of generating value “from the convergence between land-based and online gaming” forms a powerful proposition that will deliver “exceptional value” to customers throughout North America.
GAMING1 Chief Business Development Officer Victor Araneda said that their technology has always been designed to enhance the convergence between traditional land-based casinos and online gaming environment. He added that they have been eyeing the growth of sports betting and online gaming in North America for some time and that it is an exciting moment for them to partner with a company of Delaware North’s caliber and stature to enter that lucrative space.
Delaware North first entered the US sports betting fold in late 2018 with the launch of retail sportsbooks and a wagering app in West Virginia through a partnership with European provider Miomni Gaming. That partnership was a short-lived one and ended abruptly in early March 2019, days before the start of March Madness, one of America’s favorite annual sporting events.
Delaware North embarked on a search for a new wagering partner that would enable it to reenter the US sports betting and iGaming market. In early 2020, the company teamed up with IGT for the launch of the Betly brand in West Virginia.
The operation will now be powered by the casino operator’s new joint venture and its technology.
