Most people know Genting from their land-based casinos. Indeed, the Genting Group is the largest casino operator in the United Kingdom with more than 50 casinos, and although centered in Malaysia they have a strong international presence with tens of thousands of employees. However, they have struggled to become a real powerhouse in terms of online gambling, especially on the sports betting market where competitors continue to dominate.
As outlined in a recent press release by Genting, they have now invested heavily in and just launched a new mobile first platform for GentingBet, now in rebranded fashion and at the head of the Genting franchise. Will this finally allow GentingBet to make an online breakthrough internationally?
The New Website Offers Glimpses of Promise
As stated in the press release by the Genting Group, the new website moves beyond the bare minimum requirements for an online betting and casino website. Followers of the industry would definitely agree that its products needed a refurbishment, and that has certainly happened with this platform. Beforehand, GentingBet’s live casino, sports betting and casino products were offered as separate entities – now they have been incorporated into one central platform, GentingBet. Websites such as Gentingcasino.com will now refer you to GentingBet.
The launch is also accompanied by a couple of major software acquisitions, which will be of interested to casino users. Genting has thus signed partnerships with leading software developers NetEnt, Red Tiger and PlayNGo, which will add a number of interesting titles – such as Starburst and Gonzo’s Quest – to their selection of games.
‘Live From’ Games at the Core of the New GentingBet
Meanwhile, GentingBet continues to take advantage of their land-based presence in the UK, by offering Live Casino games that are directly connected to some of the casinos. For example, you can play online Roulette live from Crockfords, one of the world’s most exclusive casinos located in London. According to Jeremy Taylor, the managing director of Genting Online, what is truly unique about Genting Bet “is our immersive range of live-streamed casino games – all available regardless of what device customers play on”.
These games are known on the GentingBet platform as ‘Live From’ games, as you are literally participating in games that originate from London, Birmingham or Manchester, depending on your selection. Genting has casinos in all these places – some more exclusive than others – and Genting is therefore among the few providers that offer online games directly from an actual casino. In a time where online casinos are investing heavily in augmented and virtual reality, GentingBet has provided a clever little alternative by utilising their land-based casino operations in the UK.
Smooth and Mobile First Design
The new website design is available across all platforms and works with a mobile first design, which has increasingly become the standard throughout the industry. It is both smooth and described by many as minimalist, without too many accessories or confusing elements flying around. There is an excellent flow to the Live Betting and hardly any delays when you navigate around the website. The launch is also accompanied by a brand new mobile phone app, which has integrated all the online features as well. It can both be accessed on Android and iOS.
The new website is also accompanied by a renewed commitment to the virtual sports sector, with GentingBet rolling out two new virtual games in motorsports and cycling. This is a relatively new industry which many has expected to boom for a long time, and it is interesting to see GentingBet at the forefront of this development. The virtual sports section has been integrated into the site’s Sportsbook, and looks like a much bigger investment that what we have known from earlier Genting products.
In addition to the new website platform and the acquisition of new casino games, GentingBet has also rolled out a number of promotions for new customers in the UK. Although GentringBet’s products have been integrated into one platform, there are still separate welcome offers for the different products. In the Sportsbook, they are offering a traditional £10 First Bet Insurance. If your first settled bet of £10 or more (at odds evens or greater) doesn’t win, GentingBet covers you with a £10 Free Bet to be used at your discretion. To the Live Casino and Casino fans, there is a matched 100% First Deposit Bonus up to £100, which also comes with 20 Free Spins. Genting clearly means business and the UK is only the first market that needs to be conquered.
Betting Licenses in Spain and Malta Signals a New Commitment to the European Market
The launch of the new website has also been accompanied by applications for additional betting licenses in Spain and Malta. In the UK, GentingBet is already regulated by the United Kingdom Gambling Commission and therefore allowed to offer their services, but especially a license in Malta should allow the group to expand their operations further. Online casinos and bookies often look to obtain a license in Malta, as its membership of the European Union allow the operators a greater access to the European markets. According to the group’s own press release, further license applications will follow in the near future, although it is not clear which markets will be next in line.
Originally from Malaysia, Genting have struggled to become household name on the online betting and casino markets. In 2011, they signed a shirt sponsorship deal with the Birmingham-club Aston Villa, but that already collapsed in 2013 and was never really followed up. However, this newest offensive on the UK market looks both well-prepared and thought through.
The Genting Group and the iGaming industry
Genting’s recent ambition to expand further on the UK and international betting markets is certainly no surprise to those familiar with the company’s history. Founded in 1956, the Group has more than half a century worth of experience in managing and operating casinos and related resorts all over the world, and with time they have moved into different business sectors as well. In Asia for example, oil and gas business activities have become an important derivative, all handled through the Genting Energy sub-company which owns several power plants.
In betting and casino, it is not so much that Genting’s casino products haven’t been available online, rather that they completely dwarf the gargantuan stature of their land-based offerings. With more than 50 casinos in the UK alone, Genting is to land-based casinos what Wetherspoons is to the pub industry.
It will therefore be interesting to follow GentingBet in the wake of this renewed online focus. The new website has done well in terms of integrating sportsbetting with casino and incorporating all Genting’s products into one platform. Partnerships with some of the industry’s leading casino software providers such as Netent are clever business decisions, and integrating the online platform with some of their live casinos is a very clever movie. Overall, GentingBet should now be a factor to be reckoned with on the iGaming-market, but it is still one of the few markets where Genting has some catching up to do. The new website is a step in the right direction.