The online gambling software deal Harrah's signed with Dragonfish indicates a method no less than by this land-based casino operator to buy in preference to develop Internet gaming systems.

Harrah's Entertainment took your next step at the road to expanding its brand into the net gambling market this week by signing Dragonfish as its supplier of Internet gaming software. Dragonfish, a subsidiary of 888, will provide the world's largest land-based casino operator with online poker and gambling software, in addition to payment systems and technical support.

The deal is a blockbuster within the Internet gambling world, as speculation was rampant concerning the nature of the industry because the US market prepares to open. By choosing to sign with Dragonfish instead of develop its own software internally, Harrah's could also be signalling that the land-based operators may bring their brands to partner with existing software companies, in place of create their own.

"This seems a wise approach, as Vegas companies have well-established brands that would only fail if the software was of inferior quality," says OCA gaming analyst Sherman Bradley. "It also bodes well for the prevailing online casino industry, as it implies that the industry structure, that is imposed largely by the software providers, will likely remain the same."

Harrah's announced the primary two brands to be featured under the brand new deal, the arena Series of Poker and Caesar's Casino. A introduction date was not announced, although 888 CEO Gigi Levy said the corporate would use the following 18 months to understand its full potential.

Harrah's maintain Dragonfish doesn't presently involve exposure to US customers, and 888 has stayed away from the U.S. market . This will also work to Harrah's benefit when US regulators are deciding which online casinos to license.

Published on September 11, 2009 by MattMiller

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