Harrah's Entertainment took the next step on the road to expanding its brand into the online gambling market this week by signing Dragonfish as its supplier of Internet gaming software. Dragonfish, a subsidiary of 888, will provide the world's largest land-based casino operator with online poker and gambling software, as well as payment systems and technical support.The deal is a blockbuster in the Internet gambling world, as speculation has been rampant about the nature of the industry as the US market prepares to open. By choosing to sign with Dragonfish rather than develop its own software internally, Harrah's may be signalling that the land-based operators may bring their brands to partner with existing software companies, rather than create their own.
"This seems a sensible approach, as Vegas companies have well-established brands that could only fail if the software was of inferior quality," says OCA gaming analyst Sherman Bradley. "It also bodes well for the existing online casino industry, because it means that the industry structure, which is imposed largely by the software providers, will likely remain the same."
Harrah's announced the first two brands to be featured under the new deal, the World Series of Poker and Caesar's Casino. A introduction date was not announced, although 888 CEO Gigi Levy said the company would use the next 18 months to realize its full potential.
Harrah's deal with Dragonfish does not presently involve exposure to US customers, and 888 has stayed clear of the US market . This may also work to Harrah's benefit when US regulators are deciding which online casinos to license.
Published on September 11, 2009 by MattMiller
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