Casino Articles

Online Casino Groups

By: Adam Baker, Monday November 10th 2008
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Online casino owners rarely operate single casinos. They usually operate a number of casinos and promote each online casino within the group as a separate brand. The individual casinos are similar in structure but differ in appearance. There are two important reasons why this practice makes good business sense.

Each brand is thematically different and therefore caters to a different segment of the market. For example an online casino with an Asian theme will attract online players of Asian origin or an online casino with a theme of lavish lifestyle will attract players aspiring for such a life style. Therefore by appropriately branding the different casinos within its group the online casino owner can target a wide section of the market.

Just as there are brand loyal players there are those that like a change in the playing environment after some time. What online casino groups do is try to keep such players within the group, rather than allowing them to go elsewhere. The same software provider powers all casinos in the online casino group and familiarity with the features is an advantage. But what is a greater advantage is that all casinos in the group share the same promotion structure. Therefore comp points earned in one online casino can be used in another. VIP club levels are determined by not how much the player wagers in one casino but in the online casino group. Online casino groups allow players to have their cake and eat it too.

There are many popular online casino groups:

  • Fortune Lounge Group casinos are powered by Microgaming. They are strong on promotional events spearheaded by International Casino Games. The group has 9 online casinos including Platinum Play, 7 Sultans and Royal Vegas.

  • Jackpot Factory Group casinos are powered by Microgaming. There are 5 online casinos in the group. All Slots focuses and slots, All Bingo on bingo and so on.

  • Casino Rewards Group is a Microgaming group that is known for its loyalty program. The group has 17 casinos with the leading brands being Blackjack Ballroom and Casino Classic.

  • Golden Casino Group offers two online casinos powered by Vegas Technology software which are Golden Casino and Online Vegas Casino. These top rated online casinos fully accept U.S. players and offer great bonuses, incentives and much more.

  • English Harbour Group casinos are powered by Vegas Technology. There are 9 casinos such as English Harbour and Millionaire Casino. This group is strong on online tournaments.

  • Rushmore Gaming Group is a top rated online casino group that features several top rated online casino brands all of which "Fully 100%" accept U.S. players. These online casino brands include Rushmore Casino, Slots Oasis Casino, Cherry Red Casino and other great new online casino brands to come.

  • Roxy Palace Group is a 2 casino group powered by Microgaming. The casinos are Roxy Palace Casino and Casino Splendido.

  • The Palace Group has 5 Microgaming casinos, including Spin Palace Casino and Ruby Fortune Casino. In addition the group hosts poker and bingo rooms and a mobile casino.

  • Golden Palace Group is powered by Playtech and licensed by the Kahnawake Gaming Commission. The main brands are Golden Palace Casino and Flamingo Club.

  • Bell Rock Entertainment Group is powered by Microgaming. Its casinos are among the best and most user-friendly in the industry. The leading brands are Jackpot City and River Belle Casino.

  • Club World Group - Club World Group online casinos are powered by software from Realtime gaming and licensed in Curacao. They accept players from the United States. The highlights of the group casinos are high paying progressive slots and blackjack tournaments.

  • Silverstone Group - The Silverstone Group of internet casino sites is a relatively new group that features several Rival Gaming powered online casinos one of which is Ruby Royal online casino which is a fantastic online casino for which to check out and play at!

It should noted that as a result of the Kentucky domain name seizure case Microgaming has withdrawn from the U.S. market and will no longer be accepting American customers. For more information on how this affects Microgaming read our aticle on the suject by clicking here or alternatively you can follow our thread in our forum and message board on the subject by clicking here.

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Comment by: Cynthia On: November 08, 2009
I definitely like sticking to playing at one or two different online casino groups. I think by doing that you can benefit the most from your history with them in the sense that they'll always be most keen to give you better bonuses if you play at a few of their casinos within a group of online casinos.
Comment by: Joshua On: October 18, 2009
The part that Fred mentioned about cross loyalty rewards is absolutely true. If you're playing at 2 casinos that are part of two different groups you're actually much better off playing at 2 different online casinos that are a part of the same group of online casinos as it will benefit you the most in terms of the loyalty rewards points that you accumulate and the different levels that they offer for earning points quicker.
Comment by: Jordan On: September 08, 2009
I think that the fundamental idea behind online casino groups and operating several brands under one umbrella company is a good idea. The one thing I never really understood though is why companies like 888.com have only one casino brand and remain a key competitor while others have several brands and are operated by the same group. I suppose the 888 is just really good at marketing or something which gives them the edge.
Comment by: Fred Lutton On: August 10, 2009
I find that there are many benefits of what you're describing with regards to cross-marketing. Online casino groups that have more then one brand under their belts will typically do cross promotions that are intended to get you to play at more then one of their brands but in doing so there are some great benefits such as very attractive bonuses, cross-loyalty rewards point earnings and spending's, etc...
Comment by: Raymond S. On: July 28, 2009
I never new that online casino operators had so many online casinos that they formed a group of casinos. I suppose this is very beneficial to them for cross marketing their different online casino brands to players that they already have.

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