With six potential suitors reportedly negotiating for Bwin.Party's Ongame internet poker subsidiary, it appears that efforts are being made to increase the appeal of the company by including casino side games within the poker client.
In an announcement Tuesday, the company revealed that the first implementation of the casino side games has been achieved in an agreement with WMS subsidiary Jadestone, which will provide the games to its operator licensee Paf of Aland.
“This is a new way for us to distribute content, and through the recent acquisition of Jadestone by WMS, we may ultimately look to provide WMS award-winning portfolio in a similar manner,” said Robert Henrysson, CEO at Jadestone.
A company spokesman for Ongame said that the inclusion of casino side games increases operator revenues without impacting the main product of poker, at the same time creating the ability to cross-market to poker players and increase brand loyalty among customers.
Ongame md Peter Bertilsson said: “Entering the casino market is a strategic step for Ongame. [Our company's] excellence within poker and our long-term relations with our operators puts us in a unique position to offer an improved player experience and increased profits for our partners.”
Arvid Klingström, head of poker at Paf, said that the addition of casino side games was helpful. “For us at Paf, with our focus mainly on recreational players, this is a natural step to expand our offering towards our poker players and to cross promote poker and casino. The packaging of the games is great and the look-and-feel really fits Paf.”