888, the well-known Gibraltar-based online gambling company, is serious about boosting the status of its mobile app and website in the US online and mobile gambling market.
The online sports betting, poker, and casino giant not only previously signed a deal with NFL team the New York Jets, but it has also recently rolled out its new gaming platform called Orbit, in New Jersey.
Orbit delivers a more user-friendly mobile interface to New Jersey players
The innovative Orbit platform was first introduced in the UK market back in May 2018 and has also gone live in several other European markets including Sweden, Italy and Denmark. The platform offers an enhanced user experience.
Since 888 has had a highly rated app in the UK market for many years now, it isn’t surprising that when the company upgraded its platform, it chose to bring these same benefits to its American players.
The Orbit casino platform features an AI (artificial intelligence) and recommendations engine, which will bring online bettors in New Jersey improved site navigation, feature-rich audio visuals, and a much larger games library.
There is now an additional 35 new slot games, including exclusive content from Section 8 (888’s in-house studio), bringing the total to 239 slots. What’s more, there are 15 virtual table games as well as 13 live casino games. Several of the new titles are powered by award-winning third-party suppliers including NetEnt, IGT, SG Digital and Evolution Gaming.
According to 888, the games load much faster than before and the new mobile interface has been improved to deliver an enhanced user-friendly experience.
The new Orbit platform is available on PC, Mac, iOS and Android, accommodating desktops, mobile phones and tablets. It has rolled out via 888 Casino and their partnering Caesars brand.
888 has worked hard to gain a foothold in the US market
888 was keen to grab America’s market share as soon as New Jersey legalized online gambling in 2013. Having more than one type of internet gambling product, over the years, the company not only focused on casino entertainment and sports betting, but also put emphasis on poker. Earlier this year they launched a new poker client, according to Yaniv Sherman, SVP, Head of Commercial Development at 888 Holdings.
In an interview with CalvinAyre.com, Sherman explained that launching the new poker client was a “unique moment” in the company’s history because it connected to three states as soon as New Jersey joined.
Sherman also said in the interview that competing in the US market isn’t only about competing against other gaming products.
“We’re also competing for share of wallet and share of mobile. People have only so many apps on their phone, we just want to make sure ours is entertaining and of high quality so they opt for us.”
888’s historic sponsorship deal with the New York Jets drew attention to its app
In 2018, the US Supreme Court ruled that the 1992 federal ban on sports betting in most states violated their rights. As a result, several states began to move forward to legalize sports betting. When this happened, 888 seized the opportunity to partner with NFL team the New York Jets, securing itself an historic deal in the process.
While the Jets took some heat for partnering with the 888 brand last year, 888 benefited from the deal. Although there was no direct promotion of the 888 sports betting app or website, during the Jets home game on October 21, 2018, fans could download the 888 app to receive prizes, such as signed Jets merchandise and greeting the ambassador of the brand.
888 expects its Orbit platform to have a major positive impact on its business
According to 888 Holdings’ official Profit and Loss Annual Report, by the end of last year, the company’s revenue was US$540.6 million and its profit before tax was US$108.7 million. If the new platform Orbit is as successful as the company believes it will be, this could result in a more lucrative 2019 and a boost in those numbers.
During a presentation to investors on June 4th of this year, the company said that Orbit was having a major impact on its business. More specifically, the company said that conversion rate for first-time depositors increased 76% since Orbit’s soft launch in the UK.
If this increase should continue and carry over to the US and its other markets, the 888 brand could enjoy a highly successful year and perhaps even further its success with its app, site and services in America.
