In order to make its Ongame online poker branch more attractive to potential buyers, bwin.party signs an agreement with the Swedish operator WMS subsidiary Jadestone allowing the operator to enter the market of online casinos in Sweden besides the main poker business.
The WMS has recently acquired Jadestone and is now one of the biggest online gaming software companies in Sweden and worldwide. The games supplied to the Ongame network will be operating in full compliance with Swedish gambling laws and a number of other jurisdictions, first implementation is to go ahead through Paf.
A spokesperson for Ongame told Sweden gambling news that the introduction of side casino games will allow the operator to increase revenues without any impact on the core business of poker. Online casino games are also expected to improve brand loyalty and allow cross-marketing to poker fans.
Robert Henrysson, CEO of Jadestone, had the following comments: “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.”
Managing Director of Ongame, Peter Bertilsson, also commented the deal: “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.”
Head of poker at Paf, Arvid Klingstrom, told the media: “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.”