Playtech to Expand in US Gambling Market Through New Deal

One of the world’s most successful gambling software developers will again be expanding its presence in the growing US market via Unibet. Currently only covered by the New Jersey regulative authority, the new US branch is set to spread to multiple states as the legal situation changes.

Unibet Interactive Deal

Originally announced on September 30 2021, Playtech’s new deal with Unibet Interactive will grant the company access to New Jersey online casinos. Unibet is part of the Kindred Group with control over multiple online gambling brands and sites.

Under this new agreement, Playtech will offer its comprehensive gaming portfolio to Unibet’s New Jersey branch. Currently, the deal only covers RNG-based casino products and makes no mention of live dealer gambling.

More interestingly, the Kindred Group has expressed a clear interest in expanding further into other US states. This is a slow but ongoing process that is closely tied to the proliferation of new US online gambling laws. Current legislation has been hindering the growth of remote gambling for decades, but change is finally coming.

Playtech’s US Ambitions

As a reminder, the software provider has been aiming to expand into this market for most of the past decade. Their initial crack into the US was made through Bet365’s US division, but it was limited to New Jersey with no immediate plans for expansion.

With this new approach, multi-state expansion is just a matter of time. Besides, Playtech’s ambitions have been hindered multiple times in the past – most notably through their issues with holding down a UKGC license. With rapidly-evolving regulations, the US seems to be the new gold rush in online gambling next to Asia.

Shimon Akad, the COO of Playtech, had this to say on the matter:

“We are delighted to announce this exciting step in Playtech’s U.S. growth, (…) starting in New Jersey. Playtech continues to partner with the leading operators in New Jersey to bring its industry-leading Casino software to the U.S. market and we look forward to continuing to expand into new States.”