The iGaming industry is expanding quickly, and with more and more people discovering the fun of online gaming, there is still room in the market for newcomers. While that means opportunities for some start-ups, one of the latest brands to take the gaming world by storm is much more familiar. MGM Resorts International is one of the biggest names on the casino scene, operating some of the world’s most famous casinos, including The MGM Grand, The Bellagio, The Cosmopolitan of Las Vegas, and ARIA. While they might be a little late to the online gaming party, they have certainly arrived in style, with one of the most successful online casinos ever launched.
Capitalizing on their international reputation as one of the casinos that set the standard for customer service and high-quality gaming, the success of the BetMGM brand is hardly surprising. Their online offering was launched outside North America for the first time in 2023, hitting the UK market hard before impressing Dutch gamers at the beginning of 2024. The brand’s expansion has continued to target Europe, but there are plenty of opportunities still available for such a fast-growing enterprise, including:
Ongoing expansion
After a successful launch in North America, the move into Europe has capitalized on the global reputation of MGM Casinos and has made the most of the thriving online gaming scene. With much of Europe waiting for the opportunity to try the brand’s online offering, there are plenty of places that could contribute to BetMGM’s ongoing success. Other global markets could potentially be hugely lucrative for BetMGM, although some have legal restrictions on online gaming that could stymie some potential opportunities. MGM has two thriving casino resorts in Macau that cater to a huge casino tourism industry in the area.
Because gambling is illegal in mainland China, many keen players travel to indulge in their favorite hobby, but restrictions on online gaming make it hard to launch a successful site there. However, there are plenty of non-European markets with thriving gaming markets that would welcome a new online casino in their territories, such as Australia and New Zealand, and the potential for huge growth in South America as well.
Maintaining their reputation
One of the things that people associate with MGM’s casinos is the attention to detail that makes playing there so much fun. The dancing fountain at The Bellagio is a prime example of how a non-casino-related feature has become a worldwide phenomenon, simply because the surroundings and experience are so exceptional. Going the extra mile to ensure that their players have a great time is just one of the ways that BetMGM can maintain its grip on the market. In an online space that already has plenty of competition, BetMGM is active on review sites and social media, providing a reassuring presence that helps new players build trust.
To encourage more players to join the site, many online casinos use welcome offers and bonuses for those making their first deposits. BetMGM could make good use of promotional tools such as special offers and welcome bonuses to increase its reach. Referral bonuses can be a great way to encourage players to recommend the site to their friends and family, especially as Casino.org looks for a range of offers to identify the best promotions for their users. This is a strategy companies have used for a long time, and even more so since the inception of the internet.
Continuing innovation
There was a time when a Las Vegas casino was a great place to meet unsavory characters, and there was a period when ‘Sin City’ was more of a literal than a figurative nickname. However, with better regulation and the motivation to clean up the casino business, operators such as MGM Entertainment proved their commitment to fun, safe, and responsible gaming.
Today, the focus on entertainment is more important than ever, and BetMGM is a testament to the appeal of a website that players know they can rely on. Their existing reputation for excellent customer service has been transferred directly to their online gaming sites, with players appreciating the speed of withdrawals, the easy interface, and the wide variety of games available.
To maintain this momentum, adding new games and increasing the range of betting options will keep players coming back and encourage new ones to join.
A reassuring approach to security
Online reviews show that customers appreciate the familiarity of a name they recognize, which comes with the reassurance of official regulation from the Gambling Commission for Great Britain. Alongside their commitment to providing a safe and secure gambling environment, this means that players can rely on the regulatory safeguards put in place to ensure that everyone is treated fairly.
The size of MGM Entertainment is also a plus point for gamers who might otherwise be nervous about using a new site. Having a brand that is so recognizable among gamers gives instant reassurance that the operator can’t just disappear overnight. With such stellar growth since BetMGM was first launched, it’s clear that the brand knows what they are doing, and players around the world will be intrigued to see how their expansion plans shape up.