Greentube North America: Innovating the social casino experience
By Gabriel Cianchetto
October 30, 2018
Greentube’s North American operation began around the same time that Nevada Delaware and New Jersey were implementing real money online gaming. While many in the industry were growing excited at the prospect of rapid real money gaming adoption in the U.S., Greentube foresaw years of delay and uncertainty as state legislatures were expected to drag their feet and deploy the usual knee-jerk reactions to gaming.
Ultimately, our hunch was right. The five-year gap between New Jersey’s go-live date and Pennsylvania’s passing of their own iGaming legislation marked a dry spell in real money online play, but also manifested a tremendous opportunity for Greentube to fill the demand among land-based casinos for revenue-positive marketing tools – the core concept of social gaming platforms.
While many in the industry were waiting for their respective state legislatures to consider and pass iGaming bills (a process that – when finally launched – could take 12 to 18 months) Greentube built a skunkworks operation here in the U.S. to design and deliver state-of-the-art social casinos for land-based operators.
Prior to then, true B2B social casinos did not exist. Several casinos had real-money platforms (that were set to free-play) masquerading as social, which never seemed to fulfil their true potential. We saw the niche and set out to create a true B2B social platform that could generate revenue, market the property, build brand equity and drive players back through the casino doors.