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Vegas Kings positioned for US betting expansion

| By iGB Editorial Team
Web design agency looks forward after Resorts Digital extension

Vegas Kings believes it is ideally positioned for the projected betting explosion across the US after extending its deal with Resorts Digital in the same week that the Atlantic City casino’s sportsbook went live in New Jersey.

The web design agency has renewed its long-standing digital creative retainer with brands ResortsCasino.com and MoheganSun.com, just days after Resorts Casino opened its brick-and-mortar sportsbook and a fortnight after the casino’s licensee DraftKings launched New Jersey’s first legal mobile betting site.

South Africa-headquartered Vegas Kings handles all the daily creative and web development requests ranging from online acquisition banner creatives, social media adverts, HTML mailers, video production promoting new games to full HD TV adverts, billboards and website back-end development. Resorts Digital’s two brands have generated internet gaming win of around $26.5m (£20.8m/€23.3m) so far this year, making it the third biggest online gaming platform in New Jersey.

While Vegas Kings said it was too soon to discuss any specific plans for Resorts Casino’s digital sports betting strategy, it has many years’ experience in brand development, UI/UX and sportsbook development and integration.

“It’s indeed an exciting time in the US regarding regulation and sports betting,” Ashley Adir, Vegas Kings’ CEO, told iGamingBusiness.com.

“Over the last few years Vegas Kings has really positioned ourselves well in the US market to take advantage of all the opportunity and work that's currently opening up state by state.”

Vegas Kings has a series of existing partners within the sports sector, including Ladbrokes, Betfair and Betfred.

For now, it will continue to assist ResortsCasino.com and MoheganSun.com in their growth plans in New Jersey, with Adir explaining that an effective digital strategy is essential for operators determined to succeed in the US’s most competitive state for gambling outside Nevada.

“New Jersey is such a competitive and small market that operators are striving to try and distinguish their offering and stand out from the crowd,” Adir told iGamingBusiness.com.

“By having a strong content strategy that crosses over from offline, to online and all the way through to social is extremely important and a necessity.

“Vegas Kings helps its clients on a daily basis producing creative to support their constant conversation with new and existing players.”

In a statement, Ed Andrewes, Resorts’ CEO of digital, agreed that digital creative output has been key to its progress.

He said: “We love working with Vegas Kings and were so excited and thrilled to sign another year with them. Without them, being one of the leading operators in New Jersey would not be possible.”

Picture credit: B64

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