The online gambling software deal Harrah's signed with Dragonfish indicates a technique a minimum of by this land-based casino operator to buy in preference to develop Internet gaming systems.

Harrah's Entertainment took your next step at the road to expanding its brand into the net 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, in addition to payment systems and technical support.

The deal is a blockbuster within the Internet gambling world, as speculation was rampant concerning the nature of the industry because the US market prepares to open. By choosing to sign with Dragonfish in preference to develop its own software internally, Harrah's is also signalling that the land-based operators may bring their brands to partner with existing software companies, instead of create their own.

"This seems a smart approach, as Vegas companies have well-established brands that would only fail if the software was of inferior quality," says OCA gaming analyst Sherman Bradley. "It also bodes well for the prevailing online casino industry, as it implies that the industry structure, that's imposed largely by the software providers, will likely remain the same."

Harrah's announced the primary two brands to be featured under the brand new deal, the sector Series of Poker and Caesar's Casino. A introduction date was not announced, although 888 CEO Gigi Levy said the corporate would use the following 18 months to understand its full potential.

Harrah's take care of Dragonfish doesn't presently involve exposure to US customers, and 888 has stayed away from the united states market . This may increasingly 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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