International Game Technology has expanded its retail sports betting presence within Washington state through a new partnership with Silver Reef Casino Resort.
Under the deal, IGT has rolled out its PlaySports sports betting platform at the Ferndale-based property. Silver Reef is the 11th casino in Washington state to deploy PlaySports.
Visitors at the venue can now use the platform to wager in-person on a range of sports and events. Owned and operated by the Lummi Nation, Silver Reef opened in 2002 and spans an area covering 80,000 square feet.
“Silver Reef Casino Resort is excited to partner with IGT for the relaunch of our sports betting offering,” Silver Reef CEO Wendy Carter said. “We believe that IGT PlaySports’ proven technology and experienced trading advisory team will help us attract sports fans with a premier betting experience and engage guests with localized offers.”
Joe Bertolone, senior vice president of sports betting at IGT, said the agreement continues the supplier’s momentum in Washington state.
“As a preferred supplier in the region, IGT PlaySports is highly qualified to help Silver Reef Casino Resort develop a comprehensive sports betting offering that caters to the casino’s unique needs and serves as a meaningful player acquisition and engagement tool,” he said.
Silver Reef aims to Improve Customer Experience
The partnership comes after Silver Reef last month announced details of another new deal with Gaming Analytics.
This will see Gaming Analytics provide AI-powered analytics for activities at Silver Reef. The casino said this is part of an effort to improve business performance, marketing and guest experience.
New tools will allow the property to monitor guest behavior, campaign performance and operational trends from a single interface. Silver Reef slot operations will also use tools to identify underperforming machines, adjust floor layouts and fine-tune incentives.
In addition, the property plans to use AI to improve its retail strategy, customer engagement and operational efficiency.
