Sweden’s PlayStar Targets US Expansion


PlayStar Working with Internet Vikings to Gain Market Share in the United States

PlayStar Casino has announced that they plan to expand their online gambling business on an international scale, crossing the Atlantic and making moves in the US market for the first time. The Swedish online casino firm has set their sites on New Jersey on the United States’ west coast and are expected to be open for business in this new market by early 2022.

But PlayStar will not be making the move alone. They will be working with another European organization as both companies seek to gain a foothold in the lucrative New Jersey market — iGaming hosting provider Internet Vikings.

A Dynamic Partnership

Internet Vikings is already Europe’s leading hosting provider for online betting and gambling products. What’s more, they are already fairly well established in the US, with an existing presence in the states of West Virginia and Colorado. 

With this in mind, the move looks likely to be beneficial for both organizations — PlayStar gains a partner with existing stateside knowledge and pedigree, while Internet Vikings gains an unprecedented opportunity to break into the New Jersey gaming market.

New Jersey Remains the Big Prize in the US Online Gambling Market

Building a presence in the State of New Jersey would be something of a big deal for both organizations. Around 21.5% of all online sports betting takes place in New Jersey — one of only 15 states that permit this form of gambling — and the state has a long history of casino gaming, thanks primarily to the legacy of Atlantic City

What’s more, the importance of New Jersey to the American gambling industry continues to grow. In August of 2021, online gaming revenues leaped by 29% year on year, reaching $113.2 million. For any European online gambling or affiliate marketing company looking to make inroads in the US, New Jersey is a big prize indeed.

Adam Noble — PlayStar’s Chief Business Development Officer — released a statement outlining his excitement about this new partnership;

“We are thrilled to enter this agreement with Internet Vikings to support our launch into New Jersey,” Mr. Noble said at the end of September. “This partnership allows us to get on with our core business, safe in the knowledge our technology stack is in good hands.”

High Hopes for 2022

The Internet Vikings expansion into the American market has so far been a rapid one. The company only entered this new market as recently as July 2021 and took less than two months to establish themselves across two states. This is something that has undoubtedly impressed the team at PlayStar, who will be hoping to emulate this with their own swift rise in the United States over the coming year.

For now, both organizations are preparing for the launch — expected to come in the first quarter of next year. 2022 is set to be very interesting for the latest European iGaming challengers to arrive in the United States.

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