GVC Holdings, the multinational sports betting and gaming group, announced that it has reached a landmark agreement with slot manufacturer Ainsworth Game Technology (AGT) to exclusively launch Ainsworth’s proprietary slot games in New Jersey’s online casino market.
The multi-year agreement means that GVC’s New Jersey platform, which powers the MGM and Borgata gaming brands, will initially launch around 20 of AGT’s slots, with multiple additional games added on a monthly basis. Under the terms of the agreement, GVC has a six-month period of exclusivity to launch AGT’s titles on its network, which also includes the popular GVC-owned nj.partypoker and nj.PartyCasino brands.
Ainsworth is one of the largest suppliers to Atlantic City’s brick-and-mortar casinos, with a market share nearing 10 percent thanks to titles such as Mustang Money, Electric Nights King Strike and Wild Fire Riches—all of which will be available exclusively on GVC’s network later this year.
The announcement comes on the back of the recent roll-out of more than 30 titles created by GVC’s in-house development studio, and further enhances the network’s differentiation from other operators in the market.
“This is fantastic news for both our B2B partners and the wider casino playing public of New Jersey,” said Kevin Allan, GVC’s president of New Jersey operations. “The online market has been stagnant for too long, with many casinos offering a similar lineup of content. Ainsworth is helping us to really shake things up, bringing an entirely new collection of standout titles which are sure to be a major attraction and point of difference for our network.”
Jason Lim, general manager for Ainsworth Online, added, “We are excited to be partnering with the GVC Group for New Jersey and look forward to providing Ainsworth’s land based content online.”
Steve Nathan, VP Online Gaming at MGM Resorts, said, “We are extremely pleased to have this exclusive deal in place with Ainsworth for the New Jersey market. We are looking forward to giving our players access to some of the best and most recognized games in the industry.”
“We are absolutely delighted to be partnering with Ainsworth and facilitating their entrance into the New Jersey market,” said Andy Whitworth, GVC’s head of content and commercial management. “Of all the many, many deals we have completed over the past 18 months, this is the one I’m most excited about. It will be a real game-changer in the highly static New Jersey market, which is hindered by a limited range of content.
“Strategically, securing Ainsworth’s market leading OMNI-content is huge for GVC, MGM and Borgata. Being able to offer their games on our network six months ahead of the market is a massive advantage for us, and—combined with the introduction of our exclusive in-house titles—creates an offer that cannot be found at any other operator in the state.”
