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MGM PARTNER EXPANDS ON SOCIAL GAMING PLANS
Saturday May 26, 2012 : MGM PARTNER EXPANDS ON SOCIAL GAMING PLANS
Playstudios going live on Facebook in first beta phase
The recent disclosure that Las Vegas land gambling giant MGM International Resorts is involved in social gaming start-up Playstudios founded by former Wynn exec Andrew Pascal has been fleshed out through an article this week on the investment publication Venturebeat.
The article reveals that ace casino game designer Nicholas Koenig is also involved in the start-up, and that MGM's role is largely marketing-oriented.
“The idea is to capture the fun and excitement of a Las Vegas weekend,” said Pascal. “Here’s an interesting fact: More people will play slot machines on Facebook this month than visit Las Vegas this year. The profile of the player is very similar — affluent, middle-aged women, with an above-average education.”
Playstudios' myVegas app on Facebook is intended as a social gaming destination, where players enjoy games such as Blackjack or slot machines, earning virtual currency and real rewards such as trips to real-world casinos.
They can also build their own fantasy version of the Las Vegas Strip in a kind of meta-game, Venturebet reports. Users can populate their creation with their friends, clicking on them as they walk down the street to see their stats or the games they’ve played recently.
The high quality app is currently in closed beta testing and will be fully available in the summer, Pascal revealed.
Bet the Farm is just one of the games that will be featured - it's a slot machine with an isometric 3D viewpoint. Another is Lost In Time: Jules Verne, a slot machine where once a user reaches a certain level, a bonus round kicks in where objects hidden in a scene can be discovered for reward.
The Playstudios tie-up with MGM gives that organisation a foothold in the social gaming space, where rivals Caesars Entertainment and IGT have commercial activity ongoing through Playtika and Double Down Interactive respectively.
Pascal told Venturebeat that he believes the social casino game market is a great business, with roughly 65 million of Facebook’s 900 million users already playing casino games on the social network.
“We are focused on virtual currency-based social goods gambling,” Pascal said. “A lot of people are very excited about for-cash gambling as an opportunity. It is an enormous prize when it gets sorted out. Everyone will position themselves for it.”
Working with a company like MGM enables Playstudios to offer loyalty prizes and rewards that include a weekend at MGM Grand, a chance to choose the song for the Fountains of Bellagio show, an intimate dinner at a Wolfgang Puck restaurant and tickets to the latest Cirque du Soleil show.
Pascal started Silicon Gaming to make casino games more fun, and sold the enterprise to IGT in 2005. After that, Pascal returned to Wynn and opened the Wynn and Encore resorts in Las Vegas. At its peak, he ran a business that had 14,000 employees and $1.4 billion in revenues before starting Wagerworks in Europe, where a more progressive attitude to online gambling was developing.
Wagerworks was eventually acquired by IGT, too.
In 2010 Pascal left Wagerworks and explored social gaming possibilities, leading to his Playstudios venture, which was initially disguised under the brand Incubet.
The company has 30 employees at present, and has the exclusive social and mobile gaming rights for big Las Vegas properties, including ARIA, Bellagio, MGM Grand, Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor, Excalibur, and Circus Circus.
Bill Hornbuckle, MGM Resorts International’s chief marketing officer, said, “We have actively watched the explosion of the social gaming landscape and evaluated the options for extending our brands through these increasingly important channels.
“In partnership with Playstudios, we have created a platform that will engage and entertain existing MGM Resorts customers, attract new ones, and allow us to strengthen our brands in a new and relevant fashion.”
Gambling News :
OPAP Q3 Earnings Report -
Third quarter stakes declined by 15.7 percent to Euro 900.8 million impacted primarily by the deterioration of consumer spending in July, the company said, but had recovered slightly in August and September.
Nevada’s Attorney General Backs RAWA -
#rawa Nevada’s Attorney General Adam Laxalt surprised many with his admission that he backs Sheldon Adelson’s Restoration of the Wire Act (RAWA) proposal and intends signing a letter circulating among US attorney general’s in support of the measure which would ultimately ban internet gaming.
Lucky Multani New COO Of Lottoland -
Lottery outcome betting firm Lottoland has strengthened its senior management team with the appointment of former 888 vice president of risk management and regulatory operations Lucky Multani as its new chief operating officer.
Finnplay In Game Deal With Endorphina -
Finnish gaming platform provider Finnplay has inked a content supply deal with games developer Endorphina for the delivery of a portfolio of 34 HD casinos games that include popular titles Blast! Boom! Bang! and Geisha.
Santa 7s Slot Launches -
Landing a cheeky elves double Wild symbol and a triple Wild together will pay 6X the win, while two bonus prize meters can award free games, instant bonuses and jackpot spins.
Washington Says Social Gaming Not Gambling -
According to the National Law Review (NLR), a Washington Federal Court has dismissed a class action suit where the plaintiff’s claimed that social casino games constitute gambling under state law.
Paddy Power have released their new iPhone app -
The campaign plays on the ease of use of the app which says: “you can even place a bet in your pocket,” leading on to what Paddy Power’s creative team Lucky Generals call the “pocket jostle”.
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