ONLINE GAMING:

myVegas app makes deal with Station, adds blackjack

Courtesy photo

The myVegas app has added blackjack to its existing slots games on the heels of a partnership announced a couple of weeks ago with Station Casinos and Royal Caribbean cruises.

Most social gaming applications are free to play for Nevada gamblers — by law, they have to be — but the myVegas application gives some Las Vegas casinos a way to cash in on them, anyway.

Now, myVegas is taking the approach a step further. Today, it added blackjack to its existing slots games on the heels of a partnership announced a couple of weeks ago with Station Casinos and Royal Caribbean cruises.

“Our team took a serious look at what worked well within our mobile myVegas Slots app, and we asked our players what they most enjoyed about the traditional blackjack gaming experience. In the end, we discovered some great opportunities for innovation,and those insights drove the development of myVegas Blackjack,” said Andrew Pascal, the president and CEO of myVegas developer PlayStudios, in a statement.

Previously, myVegas only worked with MGM Resorts International, so the additional partners substantially increase its customer base. In the case of Station specifically, it also signals a marked focus on Las Vegas locals, whom Station prides itself on attracting.

Per Nevada law, poker is the only online game for which players can gamble real money. Social gaming gets around this by taking money largely out of the equation: Players download the app for free, and only pay money if they want to buy special virtual tokens to extend their gameplay.

myVegas puts a twist on the approach by marrying it to a casino rewards program. Instead of winning cash, gamblers receive rewards like hotel rooms or tickets to a show — just nothing gaming-related.

The rewards translate into revenue, casino officials say, because players have to come to the physical property to use their rewards. Once inside the resort, they’re likely spend money on other things.

Rewards are given for MGM properties including the Bellagio, Aria and MGM Grand. The Station partnership gives rewards to players at three of its properties: Red Rock Resort, Green Valley Ranch and Palace Station.

Pascal, a former Wynn executive, said myVegas hopes to expand to other Station properties in the future.

Adam Krejcik, managing director of digital and interactive gaming at Eilers Research, said the casino rewards are what distinguish myVegas from other social gaming sites.

myVegas’ expansion is part of a broader growth within the social gaming side of the casino industry. Krejcik says he expects social gaming revenues to reach $2.7 billion this year, up from $2 billion in 2013.

“It’s a relatively young sector, only about five years old, but it’s grown rapidly and it’s caught the attention of a lot of companies, both from the traditional gaming world as well as social game companies,” he said.

Tags: News , All , Aggregate , Business

Share