PlayStar Casino’s CEO Peter Ekmark Discusses Strategies to Conquer the US iGaming Market: A Focus on Engagement, Gamification, and Combatting the Black Market
Peter Ekmark shares insights on black market challenges, player acquisition strategies, and gamification in the evolving landscape of online casino gaming
In an exclusive interview, Peter Ekmark, the CEO of PlayStar Casino, delved into critical topics within the iGaming industry, including the struggle against black market operations, innovative player acquisition strategies, and the implementation of gamification—an increasingly vital aspect of player engagement. Ekmark emphasized the significance of casino gaming as a central feature of entertainment in the U.S. and the need for licensed online platforms to thrive.
The Growing Importance of Player Engagement
As the iGaming industry continues its rapid expansion in the United States, the conversation around engaging new player bases has intensified. Currently, 38 states and Washington D.C. have legalized sports betting, while only seven states have approved regulated online casino offerings. The competition among sportsbooks and casinos to capture market share is fierce, with each operator exploring different strategies for differentiation.
PlayStar Casino, which entered the U.S. market in 2022, is one of the fastest-growing online casino brands, particularly in New Jersey. Unlike many of its competitors, PlayStar has made a strategic decision to concentrate solely on online casino gaming, steering clear of the saturated sports betting landscape.
‘Casino gaming has long been woven into the fabric of American entertainment,’ Ekmark remarked. He pointed to iconic gambling destinations like Las Vegas and Atlantic City to illustrate the popularity of casinos, noting that nearly half of U.S. adults have visited a physical casino. He believes that this existing demand, coupled with suitable regulations, will propel online casino gaming to greater prominence across the U.S. in the coming years.
Regulatory Frame and Combatting the Black Market
According to Ekmark, regulatory measures are paramount to the successful expansion of online casinos. He expressed hope that the number of states adopting iGaming legislation will surge in 2024, emphasizing that regulations not only curtail black market operators but also broaden the variety of gaming products available to players.
‘Eliminating the threat of unlicensed operators is crucial for player safety,’ Ekmark said. He pointed out that licensed operators provide essential gambling tools and protections that players do not receive from illegal offshore sites. Ekmark also highlighted the economic impact of regulated operators, stating, ‘Licensed businesses pay taxes and licensing fees, contributing positively to state revenues, unlike their unlicensed counterparts.’
Gamification’s Role in Player Retention
As the online casino sector grows, the pressure on operators to enhance user experience intensifies. Ekmark asserted that there is no one-size-fits-all solution for player acquisition; strategies must reflect numerous factors, including the types of players targeted and the specific state regulations.
PlayStar is focusing on gamification, which Ekmark considers essential for engaging players in the competitive New Jersey market. He described gamification as a “silver bullet” for tackling rising acquisition costs and emphasized the importance of simplicity in game design. ‘Players are looking for a seamless and enjoyable experience, and we believe that offering games that are both simple and engaging will help achieve that,” he said.
Innovative Engagement Through Live Streaming
As part of its strategy for 2024, PlayStar has also ventured into live streaming, launching “Casino Stream” in collaboration with SGG Media. This initiative aims to leverage the popularity of live streaming, already a well-received tool in Europe, to reach new audiences and enhance the online casino experience.
‘We are thrilled about partnering with SGG Media to showcase our online casino offerings to a wider audience in New Jersey,’ Ekmark concluded, looking forward to the reception of this new format among players. ‘Live streaming promises a personalized experience that we believe will resonate well with our audience.’
Conclusion
Under Peter Ekmark’s leadership, PlayStar Casino is carving a niche in the competitive U.S. iGaming industry by focusing exclusively on online casino gaming and harnessing innovative strategies like gamification and live streaming. With the continued evolution of regulations and the ongoing battle against black market operations, PlayStar aims to offer a safe, engaging, and entertaining experience for the growing number of online casino players across the United States.