Playtech’s expanding US operations

How has life started for Playtech in West Virginia, following your June launch?  

Our launch in West Virginia has been a strong step forward in our US expansion strategy. Early engagement has been highlight encouraging particularly in our live casino vertical, which continues to exceed expectations. West Virginia is a market that values quality and innovation, and our technology stack especially our IMS platform and live dealer capabilities has resonated well with both operators and players.   

We are currently live with multiple operators in the state, delivering a broad portfolio that includes RNG casino content, live dealer experiences, and our full technology stack: IMS, PAM+, POP aggregation, and our omnichannel sportsbook.   

We have partnered with several leading brands in the state, and the collaborative spirit has been excellent. What’s most exciting is the appetite for differentiated content and responsible gaming tools, both of which are core to Playtech’s offering. We’re not just entering markets; we’re helping shape them.  

What are Playtech’s plans for G2E this year?  

We plan to continue to reinforce our commitment to the US market. A key focus will be the expansion of our Live casino footprint with studios in Michigan, New Jersey, Pennsylvania, and our unique and fantastic studio in Las Vegas developed in Partnership with MGM Resorts International.   

We will also showcase US-tailored casino content, our advanced platform solutions and introduce bingo and poker both in active development for launch in the US. Our presence at G2E will be about demonstrating our long-term investment in the region and our readiness to support operators seeking to elevate their technology stack.  

How have you found the differences between working with Rush Street Interactive, Delaware North, DraftKings and BetMGM – and how do you adapt and tailor your offering between these brands?  

Each partner brings a distinct approach, from brick & mortar-leveraged to sports betting-led operators (as well as those in between), and that diversity is what makes the US landscape so dynamic.  

Our modular technology allows us to adapt to each partner’s strategic goals. Whether it’s customizing player journeys, integrating with proprietary systems, or delivering exclusive content, we tailor our approach both technically and culturally. It’s about understanding each brand’s DNA and building long-term value together.  

Are there any big announcements planned for H2 this year and the early part of 2026?  

Following the successful divestment of Snaitech, we’re entering a new phase of strategic focus on B2B growth. In H2, we’ll be announcing new partnerships across some key markets, including further expansion in Brazil, which continues to be one of our most promising markets.  

If there was one wish you could make for US iGaming (apart from legalising more states!) what would it be?  

Beyond broader regulation, it would be for greater interoperability and data transparency across platforms. The US market is fragmented and, while that creates opportunities, it also presents challenges in delivering consistent, personalised and responsible experiences.  

If operators, regulators and technology providers could collaborate more on shared standards particularly around player data, responsible gaming and content delivery, we could unlock a new level of innovation and trust. The potential is enormous and, with the right infrastructure, the US could lead the world in regulated digital entertainment. 

Alex Rivera

Writer

My goal is to explain how gaming, esports, and betting intersect in ways that readers can actually understand, without stripping away the entertainment that makes the space compelling.

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