Golden Nugget Revamps Online Software as New Jersey Market Readies for Expansion

Posted on: December 13, 2015, 09:00h. 

Last updated on: December 11, 2015, 06:16h.

Casino.org Staff Writer Read More

The Golden Nugget online casino in the regulated market of New Jersey has completed its digital makeover. Bringing in NYX Gaming Group to provide software and content, the Nugget has launched its refurbished platform with 19 new games and an additional 30 titles set to be revealed in the coming months.

Since its introduction into the Internet gaming market in 2013, the casino had used Bally Technologies/Scientific Games as its official service provider, but that changed in July when the Nugget decided to make the switch to NYX.

According to Thomas Winter, vice president of online gaming for Landry’s Inc., parent company of the Golden Nugget, the decision to part ways with Bally was mutual.

“We wanted a fully committed partner to keep improving their platform and our players’ experience,” Winter told Play NJ last summer. “NYX is one of the best if not the best platform available in New Jersey.”

Garden Germinating

Internet gambling is enjoying a prosperous year in New Jersey. While casino profits at land-based venues are down nearly nine percent in 2015, online revenues are up a more promising 17.6 percent through October.

Online slots, roulette, blackjack, and other authorized games are performing 30 percent stronger than last year. In fact, poker is the only game that is down online, and it’s down substantially at 20.9 percent.

That will likely soon change, as the New Jersey Division of Gaming Enforcement (DGE) presented Amaya, owners of PokerStars and Full Tilt Poker, with a transactional waiver to bring the leading iPoker rooms to the Garden State. Both sites are expected to open shop in New Jersey sometime after the New Year.

PokerStars is expected to produce an influx of players to the online felt, and with it, a new crop of Internet gamblers in general.

Will that lead to even higher wins for online gaming operators in New Jersey? Many operators are betting on it.

Tidying Up the Place

Through its Open Platform System (OPS), NYX is strategically partnered with third-party developers like High 5 Games and NetEnt.

“In today’s competitive market, consumers of digital content demand unique and differentiated experiences and OPS is now the platform of choice for digital gaming in the US,” NYX CEO Matt Davey said.

Of the five online casinos currently operating in New Jersey, the Golden Nugget is fourth in revenue ahead of only Resorts.

By revamping its online presence, the Golden Nugget is modernizing its Internet products in hopeful anticipation of attracting potential new iGaming customers to its interactive casino.

So far, it’s paying off. Just three days into the launch with NYX, the Nugget recorded all-time highs in active players and total revenues.

“We couldn’t have hoped for a more enthusiastic welcome from our loyal online players,” Winter concluded.