Gaming Innovation Group signs agreement with Joy Enterprise

The iGaming company hopes Joy’s Playr.bet brand will act as a springboard into LatAm.

Gaming Innovation Group (GiG) has signed an agreement with a new casino partner, Joy Enterprise BV, so it can offer a platform solution to its Playr.bet brand in LatAm. GiG’s technology is focused on personalizing user experience, and it sees Playr.bet as an ideal product to help achieve this goal.

GiG has identified LatAm as one of the most potentially lucrative iGaming markets to break into. LatAm has one of the fastest levels of growth worldwide, increasing its revenues by $7bn in 2021 alone.

GiG CEO Richard Brown commented: “Delivering new revenue streams for organizations with established online customers is at the core of what we can offer. While remaining committed to the principles of not resting on our successes, we can take pride in the continued strength of our technology and on the strength of the relationships we’ve built with our partners.”

The move towards regulation has become more pronounced in key LatAm countries such as Brazil. Although casino games remain illegal in Brazil for now, there have been developments to suggest progress is being made such as alterations of sports betting laws last June, based on a more ‘European’ model.

There has also been considerable investment in digital infrastructure, with Brazilian iGaming company Salsa Technology recently partnering with an authentication technology company.

GiG’s agreement with Joy Enterprise has been signed for an initial period of five years; its new casino partner will have access to GiG’s platform account management (PAM).

Joy Enterprise BV commented: “This is a new venture into an unknown vertical for us and it was clear from the start that GiG’s technology would enable us to access the opportunities inherent within our existing customer base.

“They were a partner for us even before we had agreed on the deal in that regard, and ensured we wanted GiG as our platform provider”.

Robert Collins

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