Internet Vikings have now established themselves in the US online gaming market. But what can this provider offer to operators - and how can that help casino fans?
The expansion of online casino and sports betting verticals across the US continues to gather pace. As of September 2021, 13 states have legalized some form of internet gambling, with Florida and New York about to do so imminently.
Much of the recent expansion was fuelled by the COVID pandemic and its impact on state budgets. US operators have been turning to experienced European suppliers to help them cope with the peculiar legal and logistical challenges of the American market.
Some operators have been acquiring European companies to better streamline and expand their product offering. DraftKings’s purchase of sportsbook provider SBTech is a good example of that.
But some European solution providers are going it alone in the US market, with Nordic hosting provider Internet Vikings being the most recent example. Fresh from their entry into West Virginia, the Sweden-based tech company recently expanded into Colorado.
Current iGaming hosting solutions in the US are expensive and lacking in performance compared to those available in licensed European markets such as the UK, Sweden, Italy, and Germany.
Internet Vikings have spent the past few years learning how to best approach the complexities of the US market. As their Head of US Expansion, Elena Kvakova put it recently, “"The biggest challenge for Internet Vikings was finding the right approach to a new market in which regulators did not expect such an innovative and robust business model, as well as trying to find our own niche in a newly formed legal environment".
What can Internet Vikings offer to US iGaming operators?
The most obvious area of expertise that Internet Vikings offers is in providing secure, cost-effective, and scalable hosting solutions for the online gambling industry. The solutions available to operators in the US until now have not reflected the legal complexities in the industry (that servers must be located within state boundaries, for example).
Moreover, Internet Vikings also can supply operators with domain registration solutions and SEO hosting which can prove very useful for marketing campaigns. Finally, their brand protection services help avoid competitors from diluting the power of operator brands.
What does all this mean for online casino fans?
The efficiencies of scale and other cost savings created by Internet Vikings solutions should give operators the opportunity to craft better bonuses to customers (possibly in the shape of less onerous wagering requirements.
What’s more, the secure, legal hosting offered by Internet Vikings should also allow for operators like Unibet to expand faster across states, which would itself be good for competition.
Finally, we hope to see Internet Vikings work with software providers like NetEnt, NoLimit City, and Play n’ Go to allow them to expand their slot offerings to more and more US operators. It would be nice to see some of their award-winning slots become available to US real money online casino fans at the same time as their releases in Europe.
The US iGaming market continues to expand, and hopefully with the entry of tech suppliers like Internet Vikings, we can see the growth in the online casino vertical catching up with online sports betting.