Online casino start-up PlayStar Gaming is preparing to launch in New Jersey’s igaming market, after sealing a market access deal with Atlantic City’s Ocean Casino Resort.
The operator plans to roll out its PlayStar Casino brand in the state in the fourth quarter of 2021, with a view to expanding into additional states in the following year.
PlayStar is a start-up founded by Joel Wikell, an industry entrepreneur who previously founded igaming software developer Boss Media.
“For me, it is great to be back in the game as I founded Boss Media in the mid-nineties and brought many of the earliest online casinos to life,” he said. “To get back in at this time when the technology and possibilities have advanced so much, is genuinely exciting. And we’re looking forward to doing it all over again.”
The business aims to differentiate from the competition by offering an immersive experience, driven by personalisation, engagement mechanics and strong customer service.
Its co-founder and executive vice president Adam Noble said he was delighted to have secured access to New Jersey with Ocean Casino Resort.
“We have shaped our proposition through extensive market research and analysis of customer behaviour to ensure maximum engagement and entertainment,” Noble explained. “This is the first step towards PlayStar Casino becoming a favorite among players across the US.”
It becomes Ocean Casino Resort’s latest online gaming partner, following the likes of German operator Tipico and Parx Casino, as well as hosting a William Hill sportsbook and a proprietary igaming offering powered by GAN.
The property, formerly the Revel, was reopened under its current name in June 2018. While it was owned by AC Ocean Walk at that time, it was then acquired by New York-based hedge fund Luxor Capital Group in January 2019.