PENN Partners With Light & Wonder For Branded Live Dealer Games In Michigan
The newly announced partnership marks some firsts for both companies
2 min
PENN Entertainment has announced a strategic partnership with Light & Wonder to launch branded live dealer studio games in Michigan. The exclusive Hollywood Casino at Greektown-branded live dealer tables are now available through PENN’s Hollywood Casino product.
The selection of new titles introduced includes Hollywood Casino at Greektown-branded blackjack tables, which have been specifically designed for the Michigan market. In addition to the branded blackjack tables, PENN Entertainment has launched a new live dealer version of Lucky Cat Baccarat, a popular original title developed by Penn Game Studios (PGS), the company’s in-house game development team.
This initiative, according to the press release, represents the first time that Light & Wonder Live has created bespoke live dealer tables using an operator’s brand in Michigan. It is also the first instance of PENN launching online casino games branded with a local casino.
For PENN Entertainment, the launch of branded live dealer games is a strategic move that aligns with its broader goals of expanding its digital footprint and enhancing player engagement. The use of local property branding, such as the Hollywood Casino at Greektown tables, adds an extra layer of personalization that is likely to resonate with players who have a connection to the physical casino.
Expanding the game selection with Light & Wonder
Beyond the live dealer games, PENN Entertainment has also expanded its offering by adding Light & Wonder casino games to Hollywood Casino in Michigan and theScore Bet Sportsbook & Casino in Ontario, Canada. This expansion is part of PENN’s broader strategy to leverage its partnerships and in-house capabilities to deliver a diverse gaming experience across its platforms.
The introduction of branded live dealer games comes at a time when the popularity of such online casino games is surging. These games combine the convenience of online gaming with some of the interactive and social aspects of playing in a physical casino, offering players the best of both worlds.
The live dealer format typically involves a real-life dealer who is streamed to the player’s device in real time, facilitating games such as blackjack, roulette, and baccarat.
Live dealer games driving iGaming growth
According to industry data, the live dealer market has been one of the fastest-growing segments in online gaming. A report by Grand View Research projected that the global online gambling market size would reach $153 billion by 2030, with the live dealer segment playing a significant role in this growth.
In the U.S., the popularity of live dealer games has been bolstered by the (slowly) increasing legalization of online gambling in various states. Players are drawn to the authenticity and transparency of live dealer games, as the use of real dealers and physical cards or wheels adds a level of trust that is sometimes lacking in purely digital games.
Moreover, the COVID-19 pandemic accelerated the adoption of online gaming, as many players sought alternatives to visiting physical casinos. The rise of live dealer games provided a compelling option for players looking to replicate the social aspects of casino gaming while adhering to social distancing guidelines. Even as physical casinos have reopened, the demand for live dealer games has remained strong, indicating a lasting shift in player preferences.
