by Renee Israel
Ongame, the online poker subsidiary of Bwin.Party digital entertainment,
signed a strategic deal with casino software provider, Jadestone, to supply the
poker network with exciting new casino side games.
The deal was signed with Jadestone's parent company, WMS, and will see the
games provided to Ongame's many licensees.
The groups announced that the first games have gone live on Ongame's poker
sites, and will add extra appeal for players seeking an all-encompassing gaming
Ongame said that adding these new casino side games increased operator
revenues without affecting the core poker products. At the same time, Ongame is
able is increase brand loyalty among its customers.
"Entering the casino market is a strategic step for Ongame," said the group's
Managing Director, Peter Bertilsson. "Our company's excellence within poker and
lour long term relations with our operators puts us in a unique position to
offer an improved player experience and increased profits for our partners."
WMS Award Winning Games
The deal with Ongame is seen as a good move for WMS as well. Jadestone's
Chief Executive Officer, Robert Henrysson said: "This is a new way for us to
distribute content, and through the recent acquisition of Jadestone by WMS, we
may ultimately look to provide WMS award winning portfolio in a similar manner."
Jadestone was acquired earlier this year by WMS, which is considered a world
leader in the design and distribution of casino games. Some of the biggest names
in the online gambling industry use Jadestone products, including Betfair,
Nordic bet and Betsson Group.
The Head of Poker at one of the licensees said that adding online casino side
games was considered a great move. He said: "For us, with our focus mainly on
recreational players, this is a natural step to expand our offering towards our
poker players and to cross promote poker and casino."
He added that the packaging of the games was great the "look and feel" is
fitting for its product.
Ongame More Attractive to Investors
Ongame adding new casino side games is a strategic move, as noted by
Ongame's MD Bertilsson. There are currently six interested parties hoping to
purchase Ongame, which was put on the market by Bwin.Party, and it is believed
that the appeal of the company has now increased due to the new side games.