NJ Online Casino Shakeup: NYX Goes For Golden Nugget

Written By Steve Ruddock on July 8, 2015 - Last Updated on July 7, 2015

As was first reported in EGR North America (paywall), Golden Nugget will be switching its online casino platform provider from Bally Technologies/Scientific Games to NYX Gaming Group Limited.

The changeover is expected to be finalized by the end of the year.

Golden Nugget has been one of the market’s biggest surprises. Even though the casino had a setback that pushed its launch back several weeks behind its competitors, the company has become the state’s highest online casino revenue generator.

This is thanks in part to its own online casino platform (which included exclusive Bally Tech/Scientific Games content) as well as its decision to bring the wayward Betfair Casino under its license in November of 2014, following the closure of Trump Plaza, the original partner of Betfair in New Jersey.

Golden Nugget has also been a leader in innovation, evidenced by its recent implementation of the state’s first lossback promotion.

Yet despite its success, Golden Nugget has decided to make the platform switch, a move that is not without its risks.

“It’s always tricky,” Thomas Winter, the Head of Online Gaming for Golden Nugget, said of switching platform providers. Winter also noted that a platform change is something that hasn’t happened in a regulated U.S. market up to this point.

However, he anticipates a smooth transition thanks to what he feels is solid cooperation between Scientific Games, NYX, Golden Nugget, and the New Jersey Division of Gaming Enforcement to make sure the transition is as seamless as possible, particularly for the site’s players.

A change will do you good

According to Winter, the decision to part ways was mutual.

Speaking to Play NJ, Winter explained Scientific Games, which bought Golden nugget’s online gaming provider Bally Technologies in a blockbuster $5.1 billion deal last November, was prioritizing other verticals such as social gaming over state regulated real-money online gaming.

“On our end, we wanted a fully committed partner to keep improving their platform and our players’ experience,” Winter told Play NJ. “So we both figured out it was best to change.”

And it would seem Winter and Golden Nugget found precisely what they were looking for in NYX: a very committed partner.

NYX already supplies Resorts Casino with its online casino platform, and with the addition of Golden Nugget the company’s reach in the New Jersey online casino market will extend even further.

“NYX is one of the best if not the best platform available in NJ,” Winter said. “And because they have multiple clients in NJ they are fully committed to enhancing the platform.”

Winter also indicated Golden Nugget would still continue to offer the exclusive Scientific Games content its players had grown accustomed to, stating that it will continue to “work closely with Scientific Games through content,” adding, “we just added WMS to Bally and SHFL games.”

What about online poker?

Another question we posed to Winter was if their new iGaming partner would lead to an online poker platform being launched in New Jersey.

“We haven’t discarded this possibility but market conditions are not met at the moment to make it a profitable revenue line for us,” Winter stated. “We hope this will eventually happen,” Winter added, but qualified that by saying it was unlikely in the next 12 months.

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Steve Ruddock

Steve covers nearly every angle of online poker in his job as a full-time freelance poker writer. His primary focus is the developing legal and legislative picture for regulated US online poker and gambling.

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