888 unveils new Orbit casino platform in New Jersey
New user-friendly platform to increase player retention and drive operator’s multi-product approach
888 has rolled out its Orbit casino platform in New Jersey, with the operator hailing the potential of the platform’s AI and recommendations engine.
The revamped product has an additional 35 slot titles, improved navigation around the site and feature-rich audio visuals.
According to the operator, games now load much faster than previously and the new mobile interface is more user-friendly.
The new platform available on PC, Mac, Android and iOS, has been launched via 888Casino and the operator’s partnering Caesars brands.
In Europe, the platform, with its Netflix-style recommendation engine, has led to major increases in casino revenues.
Following its launch in the UK, first time deposit (FTD) amounts increased 42%, while in Denmark and Italy FTD amounts climbed 89% and 98% respectively.
“The impact from Orbit was quite phenomenal,” group CEO Itai Pazner told EGR earlier this year.
Speaking to EGR, 888 SVP head of commercial development Yaniv Sherman said: “Once there is a better interface and better foothold, you get more activity from the players, longer sessions, a greater variety of games because the navigation is better and soon we’ll hopefully be able to deploy some of the other features like AI and recommendation engines down the line.”
Sherman said casino was an important part of cross-selling players between verticals as 888 was taking a multi-product approach in the US.
“We’ve been clear with lawmakers that casino has a dramatic effect on revenues and returns,” Sherman said.
“You can see the sports market contracting on a month-by-month basis but the overall market is continuing to grow because the bettors are playing more casino games, which is the whole purpose of multi-product,” he added.
Sherman said the firm plans to move into Pennsylvania with casino and poker initially, but does not have a specific time-frame.
“We need to work with the PGCE on timelines and testing but that should be verified in the next few weeks. We’ve been very focused on Orbit in New Jersey,” Sherman said.