iGaming on the cusp of significant growth in US, Senyard says

The “big business” iGaming sector has significant room for growth in the US, according to Income Access chief executive and founder Nicky Senyard, who is speaking at GiGse next week at the Hyatt Regency in San Francisco, California.

Senyard’s session, entitled ‘Constructing the iGaming Pitch – Making a Big Business Out Of iGaming’ will look closely at what steps need to be taken to ensure success in the coming years.

“When you look at iGaming as a whole – including the likes of daily fantasy sports, online horse-racing wagering and the social casino vertical – it’s very much big business,” said Senyard, whose company is a leading provider of marketing and technology services in the iGaming industry.

“In terms of regulated real-money online gaming there’s absolutely room for growth. Only about four per cent of the US population at this moment is legally allowed to gamble online, which certainly leaves a significant amount of room for growth.

“Whatever definition you use, there have recently been some major mergers and acquisitions and deals that have put iGaming on the map in a big way, such as Amaya’s acquisition of PokerStars and Disney’s investment in DraftKings.”

One of the key requirements facing the online gaming industry in the US is to reach out to financial services, advertising agencies and other key sectors required by other regulated industries.

“In terms of obstacles that the industry faces, compliance in regulated markets continues to slow iGaming’s growth and its ability to meet full capacity,” Senyard added.

“However, things will progress and opportunities will become more robust. As they do, the components of developing a successful digital business will evolve – whether it’s in terms of payment processing, geo-location, legislation, advertising or Google.

“I’ll be looking at the different stages of the decision-making process when it comes to iGaming – from both a land-based casino and regulated digital perspective.

“I’ll be emphasising the level of transparency and detail that digital affords in relation to player activity – from acquisition to retention to play. This is really important for the banks and regulators, as it addresses their concerns about risk, compliance, money-laundering and being able to follow the money trail.

“We’ll also discuss the market’s divergence, and the impact of state-by-state regulation. We’ll be comparing the state of play in the US to other markets and looking at what we can learn from them.”

Senyard founded Income Access in 2002 and has guided the company’s evolution into a turnkey provider of tracking technology and digital marketing services to operators and land-based casinos in the US and European markets.

Income Access recently launched a mobile app-tracking solution, transforming its software into a cross-channel acquisition-tracking platform.

“We’re excited to deliver the newly released mobile-tracking solution, which several European clients have already integrated,” she said.

“We’ve been listening to operators, and they’ve strongly voiced the need for better transparency on the performance of their mobile traffic. This is for themselves and their marketing partners and affiliates.

“In the US, our biggest focus is in supporting the land-based casinos as they move online and expand their digital presence.

“We help them work through the decision-making process and identify the opportunities that will allow them to be most profitable.”

Visit www.gigse.com for further information about GiGse, which will take place from April 20-22.