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Evolution Gaming, a leading online casino operator, has recently made a significant entry into the realm of online slots. This move positions them as potential frontrunners in dominating the iGaming industry in Michigan.
The future of online gaming in Michigan still holds several uncertainties, including the level of interest Evolution has in the market.
Evolution Gaming takes next step in online gambling
On the previous Wednesday, the stakeholders of NetEnt granted their approval for the acquisition of the company by Evolution Gaming at a staggering amount of $2.3 billion.
Adding NetEnt’s popular online slot products to Evolution’s portfolio is the main focus of the move, despite also acquiring a primary competitor. According to Mathias Hedlund, chairman of NetEnt, this is a significant development.
This deal offers exceptional opportunities to establish a dominant global B2B online casino provider by capitalizing on market trends driven by ongoing digitalization and robust growth, particularly in North America. The merger of Evolution’s expertise in live casino and NetEnt’s proficiency in online slots will form a company that is strongly positioned to capture a substantial portion of the market.
Evolution currently offers games to licensed operators in select US jurisdictions, but their primary focus is on expanding into new markets. This is where MI plays a crucial role.
Michigan is a highly sought-after state for market expansion due to its larger population, as no other state is close to introducing legal online gaming on such a scale.
The deal closure for Evolution is anticipated to take place on November 2, potentially coinciding with the introduction of online gaming in Michigan. According to the most recent estimations, licensees are expected to go live sometime in October.
In the upcoming fall, residents of Michigan will have the opportunity to determine whether the aforementioned projection is excessively optimistic. Additionally, they will observe the unwavering determination of Evolution to establish itself as the leading provider of online casino and slot games in the state.
Will Evolution blitz Michiganders’ inboxes?
Although accessibility and convenience play significant roles in the success of online gambling operators, the primary pathway to profitability lies in becoming the dominant supplier. This dominance can be achieved through a substantial investment in marketing.
Evolution Gaming, having invested $2.3 billion to establish itself as the foremost player in the online gaming industry, would be illogical to not possess the essential resources to aggressively target future MI gaming licensees with advertising. This comprehensive approach is expected to encompass email marketing, social media, direct mail, and television, among other media channels.
Gambling companies that have ample financial resources possess a notable edge in the industry. They have the ability to invest resources at a pace that their competitors cannot match, even if it means incurring short-term losses, all in order to secure a larger market share.
However, the strategy has the potential to extend beyond just an email campaign. It is expected that game developers in the MI gaming industry will incorporate account registrations and bonuses into their games as part of their evolution.
Before launching the marketing campaign in Michigan, Evolution will have to complete the necessary regulatory procedures, which include obtaining a license. The specific requirements for this license remain uncertain as the MI Gaming Control Board has not yet released the rules applicable to online gambling operators.
Evolution is determined to be the leading force in Michigan’s online gambling market, and they are prepared to spare no expense in achieving that. Their market domination strategy kicked off with the successful acquisition of NetEnt.
