One notable feature of the casino industry in the past few years has been a rise in the number of sponsorships and commercial partnerships. That is a clear sign of how successful it now is.
When major brands are keen to team up with an industry, it is proof that the industry is on the rise. This is backed up by research showing that ever more people are signing up to sites like Bally Bet to play online slots and table games.
It is not just about online casinos though, as bricks and mortar venues are also inking lucrative commercial deals. Many of the key partnerships are with sporting leagues in different countries.
This article will explore some of the best partnerships that casinos have entered into.
- Stake Casino and the UFC
One example of the sort of commercial partnerships that online casinos are entering into is the link-up between Stake Casino and the Ultimate Fighting Championship (UFC). The idea behind that kind of sponsorship is to tap into potential new customer bases.
While the UFC may not be considered a mainstream sport in the way that soccer, golf, football or tennis are, it does have a devoted fan base. Those millions of fans have been exposed to advertising by Stake that at least some of them will respond to.
This is a consistent strategy for that brand and one that most other casino sites are also using. It sees ads for the casino prominently featured in the various UFC arenas, and it has increased user numbers for the site.
Sports fans have proven to be a receptive audience for casino gaming. Thus, it is not surprising that the focus has been on sports teams and events.
- Caesars Entertainment and AGS
Caesars Entertainment is one of the biggest gaming brands in the world. It is the owner of the Caesars Palace casino chain, which has venues in Las Vegas and many other cities.
This company recently announced that it was entering into a commercial partnership with AGS, a firm that develops slot games. Among the most popular titles produced by AGS is an online slot called Triple Coin Treasures.
Under the terms of the partnership, Caesars gets exclusive initial access to games in that franchise. Given its popularity, it has the potential to boost the number of slot fans signing up for the various online Caesars Entertainment platforms.it
There is a second element to the agreement too, with AGS set to develop a Triple Coin Treasures game that has Caesars branding. This will be a lucrative contract for the slot developer, so both parties stand to benefit from it.
- MGM Resorts International and Playtech
Another example of a partnership between a casino and a games developer is the one between MGM Resorts International and Playtech.
The latter company has built a reputation as one of the leading online slot developers. This particular partnership has nothing to do with slot games, though.
Instead, the focus of it is live casino gaming – which generally means blackjack, poker, and roulette. The deal was announced last year, and it is an innovative one.
Playtech provides software and games for live casinos to be streamed from two venues owned by MGM Resorts International. Those venues are the Bellagio and the MGM Grand, both of which are in Las Vegas.
That is not the end of the deal though, because online casinos that are based outside of the US can license this live casino content. Live casino gaming is a very big customer draw now, so it is an investment that makes solid business sense.
- BetMGM and Jamie Foxx
The partnership between the BetMGM gambling brand and the Hollywood actor Jamie Foxx is a more standard piece of marketing. He was recruited to serve as an ambassador for the brand, which includes starring in commercials.
It is a team-up that has already produced an advert called ‘Vegas Lights’. This was designed to connect the brand’s online platform with the glitzy casinos on the Vegas Strip.
A number of other online casino brands have also brought in big name stars to front advertisements for them. It is a reliable form of marketing, because A-list actors and top sporting stars still have real cultural cachet.
At the moment, it is too early to say how successful this campaign featuring Foxx has been. The first advert was only launched a couple of months ago. He is a very popular actor with a big following though, so it would be a surprise if it failed to deliver results.
We are sure to see more creative examples of casino commercial partnerships in the years to come. That could even mean subtle product placement at major live events.