Partnering with land casino operators is the way forward, says online consultant

Michael Pollock, the managing director of the respected US gambling consultancy Spectrum Gaming Group, said in an op-ed article over the weekend that the online gambling legalisation approach most likely to succeed in the significant US market lies in partnerships with land casino operators as has been the case in New Jersey’s Atlantic City.

Outlining the positive experiences of land operators in such partnerships, Pollock showed that online gambling has been found to complement, not cannibalise, land operations and constitutes a powerful and effective marketing asset for land operators.

The potential is substantial, considering that land operators control 1,000 brick and mortar casino enterprises generating more than US$70 billion in annual revenue across the United States.

“Harnessing online gaming to land-based licensees will not only grow online and land-based revenue, but will also do more to increase employment, generate capital investment and encourage other sources of revenue, such as sales taxes,” Pollock opined.

“Clearly, online operators from Europe and elsewhere have a great deal to offer, beyond their platforms and expertise. This argument does not, in any sense, preclude their participation, but rather recognises that they have to shift their business model somewhat in order to participate more fully in the growing US market.”

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