The social gaming company will potentially enter a regulated market in the United States, which currently has 16 casinos and operators licensed for interactive gaming. The suitability application process, which usually takes 12-to-18 months, will build the foundation for potential licensing and will allow Zynga to partner with a land based casino to develop technology and website content.
After a few setbacks that have led to compromises, such as the Facebook contract, Zynga continues its quest to expand its business and enter the rapidly growing and regulated online gambling market. The company, through its partnership with bwin.party, is expected to launch over 180 UK-based real money gambling products in the first half of 2013. The ultra popular Zynga Poker will join the established bwin.party network, while both partners will develop casino games such as blackjack and slots. Chief executive Mark Pincus also hinted at a possible partnership with Wynn Resorts, citing “admiration for brands and groups like the Wynn.”
Zynga, like many operators, continues to explore options in the regulated gaming industry and is hopeful that legislation passes in one of the biggest markets in the world. According to chief revenue officer Barry Cottle, “The broader U.S. market is an opportunity that’s further out on the horizon based on legislative developments, but we are preparing for a regulated market.”
Given these developments, Zynga Poker enthusiasts can only hope that federal legislation will pass through Congress. When it does, Zynga will be prepared to capitalize on a potentially lucrative market.