Transitioning to the US land-based EGM business for Asian online game success stories

Kelsey Wilhelm

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September 14, 2025

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Transitioning to the US land-based EGM business for Asian online game success stories

Certain Asian gaming manufacturers have been quietly preparing and setting their sights on markets outside of the continent, expanding from online to land-based operations amongst short-term and long-term potential.

While the concept of taking tried-and-true games from the social gaming or online casino environment and shifting them into a physical cabinet on a casino floor is not new, it gained fresh blood for savvy manufacturers based in Asia due to the pandemic.

Chris Wieners, gaming industry veteran and Managing Partner of marketing firm HOGO, notes that its client Velvix identified a perfect opportunity when it saw that Asian casinos would take longer to reopen than their counterparts in other markets due to COVID restrictions.

Taking a risk, getting it right

Velvix, a Taiwanese company initially focused on social and mobile games, “had all of this content and IP (intellectual property). They had game studios, mathematicians, developers […] and they basically wanted to port that because they know that they had built successful games”.

First focusing on a slot machine manufacturing business that would target Asia – looking mostly at the Philippines, Singapore, Macau etc – the group’s CEO (after COVID altered the in-person gaming experience) noticed that the United States in particular was a market to bounce back more quickly.

After significant research (essential to any manufacturer aiming to enter a new market), finding the correct people and the right locations, “everything was perfect”, but it wasn’t an immediate success story.

But relatively new manufacturers do have a strength, as operators can often be willing to take risks – speaking to markets such as the United States and Mexico – as they don’t want to depend too largely on a couple manufacturers having the “upper hand” by being able to dominate their casino floors.

Plus, the risk to the casino of a small number of underperforming games is minimal, while the upside for grabbing onto a title in its early days could mean significant earnings for the future.

How to transition into land-based

Many large-scale EGM manufacturers have chosen to buy up digital businesses to complement their land-based offerings, but what does it take to truly shift something from an online social gaming type platform into a Las Vegas style slot machine?

It starts with thinking about how best to translate those features into the right type of slot machine, as various modalities (and therefore licensing needs) exist.

For the Vegas-style slot, first companies need to get a Random Number Generator (RNG) and get the engineers and mathematicians that “understand how to build (the physical product) by taking what was already there”.

Then you need a cabinet. “Even if you’re using a template, you’re going to Frankenstein your own cabinet together […] as most manufacturers will own the IP to their cabinet”.

Wieners notes that “you’re not going to have two cabinets look the same, but you’ll have some basic building blocks that will be similar”.

Next? “Then you’re going to build out the look and feel. Build up the speakers and the lighting and the virtual button deck or the physical button deck and you’re going to make it your own”.

But what’s the most important part?

“The screen,” notes the gaming veteran.

However, even with all of the elements perfectly crafted, it depends on the venue they’re being placed in. Gaming operators regularly shift around EGMs on the floor to see what gets the most traction, and sometimes nostalgia or notions of luck regarding the certain look and feel of a machine can outweigh improved user amenities – such as charging ports.

“You’ve got to understand the player mentality and what they’re looking for. So, the hardware is just as important as the game software. You could have the best game software in the world but if the hardware doesn’t attract people, the game doesn’t get a fighting chance.”

Scale and opportunity in the US market

While Las Vegas has long been the epicenter of gambling in the United States, with massive multi-billion-dollar properties, that doesn’t mean that there isn’t money to be made in placing EGMs in smaller venues outside of the main cities. But the definition of ‘smaller’ is already evolving.

“There are casinos just outside San Francisco that I visited. Regarding the construction, the development there, these operators are building massive gaming floors. They’re building hotels, nightclubs, arenas”. And through this they’re also garnering the attention of those that would normally seek out Las Vegas – through concerts and other entertainment offerings, F&B, hundreds of hotel rooms and thousands of slot machines.

The investment isn’t small but also, these operators don’t need to depend entirely on convention visitors or a purely inbound market, as they can draw from a significant Asian consumer base right nearby.

Looking at casinos around San Francisco, “Asian play is massive […] There is a very large amount of Chinese play. If you go to Palm Springs or out to the desert outside of Los Angeles, there’s a massive Vietnamese community that plays”.

“Asia based marketing domestically within the United States is a huge opportunity. There are a lot of people that are relying on Asian players”.

But even though marketing teams are working hard to garner these clients, some elements – such as communicating opportunities in their native language – can be lacking and are being improved.

This can be even more reason to have Asian-focused gaming manufacturers crafting their successful products for the US market, providing all the elements that make a punter feel at ‘home’, and ready to try their luck.

Held in cooperation with five local NGOs, the event is in its third year and supports the Macao government’s “Seeking Help for Winning the Future” responsible gaming theme. The carnival featured 12 fun and interactive activities to demonstrate the importance of parental engagement in teaching children healthy financial management concepts.

Sands China organizes community Carnival to promote responsible gaming

Dr. Wilfred Wong, executive vice chairman of Sands China Ltd., said: “Debuting as Macao’s first responsible gaming-themed carnival in 2023, the event has been educating children in a fun way to help them understand the importance of learning how to spend, save, and make rational decisions, while promoting the vision of ‘building a prosperous future through parent-child financial education.’”

“We firmly believe that the only way to instil the concept of responsible gaming in every corner of the community is to continuously put effort into the promotion of education and prevention, fostering the robust and sustainable development of the industry. We are pleased to see parents and children cultivating good financial habits in a pleasant atmosphere at the carnival.”

The Sands China Responsible Gaming Parent-Child Happy Carnival was co-organised by the Sheng Kung Hui Macau Social Services Coordination Office, Young Men’s Christian Association of Macau, Macao Gaming Industry Employees Home, Youth Volunteers Association of Macao, and Macao Bosco Youth Service Network. It was supported by the Social Welfare Bureau, the Education and Youth Development Bureau, the University of Macau, and Macao Polytechnic University.

Sands China team members have long recognised the importance of responsible gaming in the Macao community. Sands China was the first gaming operator in Macau to launch a self-exclusion program in 2004 and was a pioneer in incorporating responsible gaming training into its company-wide team member orientation program.

Sands China established its comprehensive responsible gaming programme in 2007, with the goals of contributing to the continuous development of the Macau community, bearing corporate responsibility in addressing social issues, and developing an environment and culture of responsible gaming in Macau.

For manufacturers breaching the Philippine market, there is still high interest to trial or lease games, but less focus on outright purchases. This is particularly important as new entrants need to prove they will remain, provide support and feedback, and new games – as operators hoping to purchase cabinets want to ensure they can update them with new products. IP is particularly important, as games from different manufacturers (in regulated markets) are not played on a competitor’s cabinets.

The negotiations on how revenue is shared, fixed prices are negotiated and purchase agreements work comes down to the individual contracts. But don’t think that just showing up to the market with a product, even if it’s stellar, means instant money in the bank.

The minister highlighted Meta’s refusal to block credit card accounts used to purchase illegal gambling advertisements, arguing that the company should take proactive measures when it knows such content violates Malaysian law. According to Fahmi, Facebook continues to process payments for gambling promotions despite being aware of their illegal status in Malaysia.

Despite the ongoing concerns, the government has ruled out banning the platform entirely. Fahmi emphasized the administration’s preference for dialogue over punitive action, acknowledging that many Malaysians benefit from Meta’s platforms socially and economically.

The minister stressed that while the government recognizes the platform’s social and economic value, it cannot permit criminals to exploit these services for illegal activities. The upcoming discussions will also address licensing requirements for companies operating in Malaysia.

DigiPlus plans to acquire physical casino stalled: report

Philippines

Kelsey Wilhelm

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September 14, 2025

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DigiPlus plans to acquire physical casino stalled: report

The Philippines’ largest online gaming company DigiPlus could possibly be in talks to purchase a physical casino as it aims to diversify beyond the digital sector.

According to a source cited by the Manila Standard, DigiPlus has already identified a location and had been in negotiations. However, the talks have stalled amongst recent attempts to potentially ban the online gaming sector.

Numerous calls for an online gaming ban, promulgated by key senators, have been met with responses for a measured approach, aimed at further regulating the sector rather than shutting it down entirely or increasing taxation to an unviable point for operations.

Even the nation’s gaming regulator PAGCOR has weighed in, noting how its enforcement on bad actors is limited due to a charter which passes the onus of crackdowns on such physical entities to other government departments, including the police.

But this has not stopped the stock market from taking its toll on DigiPlus’ valuation, being a company listed on the Philippine Stock Exchange.

Despite the complications, DigiPlus posted 61 percent growth in profit during the first half of the year, with net income totaling PHP8.4 billion ($147 million).

In August, the group joined the Interim Council of the PlaySafe Alliance of the Philippines, a coalition of 19 founding organizations committed to combating illegal gambling.

At the time, DigiPlus Chairman Eusebio Tanco noted that “By working as one, we can ensure that online gambling in the Philippines becomes more secure, transparent, and beneficial to both players and the nation.”

Philippine AML Council launches casino probe amid flood project corruption scandal

Philippines

Viviana Chan

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September 14, 2025

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Philippine AML Council launches casino probe amid flood project corruption scandal

The Philippine Anti-Money Laundering Council (AMLC) has announced an investigation into casinos following revelations that former Department of Public Works and Highways (DPWH) engineers allegedly laundered billions of pesos through gaming establishments while orchestrating fraudulent flood control projects in Bulacan Province.

Philippines Anti-Money Laundering Council (AMLC)

Senate President Pro Tempore Panfilo Lacson recently disclosed that the group, dubbed the “Bulacan Group of Contractors,” conducted suspicious transactions totaling over PHP1 billion ($18.3 million) across 13 casinos in Metro Manila, Cebu, and Pampanga between 2023 and 2025. The officials reportedly lost nearly PHP950 million ($17.4 million) during their casino activities.

“This is not mere luck. It bears the hallmarks of a money laundering scheme,” Lacson said, citing validated documents from the Philippine Amusement and Gaming Corporation (PAGCOR). The senator revealed that five key figures used aliases during their casino visits, allegedly converting cash to chips, played, and later cashed out to declare the proceeds as legitimate gambling winnings.

AMLC Executive Director Matthew David confirmed that the agency would investigate the scheme, explaining that launderers “buy chips and then engage in minimal play, sometimes no play at all” before cashing out to present funds as legitimate winnings. He added that the council would also examine relatives and associates of the accused officials, noting that money laundering often extends to family members.

The scandal stems from investigations into irregular flood control projects in Bulacan, where residents remain flooded despite billions being allocated for infrastructure improvements. One project worth PHP92.58 million ($1.7 million) claimed 46 percent completion just two days after receiving a notice to proceed, with contractors billing nearly half the project cost despite minimal actual progress.

Meanwhile, the Land Transportation Office (LTO) launched a separate probe into fake driver’s licenses allegedly used by the Bulacan Group of Contractors to enter casinos. LTO Chief Assistant Secretary Vigor Mendoza II said that dismissed DPWH-Bulacan engineers face investigation for using fraudulent identification documents.

The LTO has issued 90-day preventive suspensions against the group for alleged willful misrepresentation and falsification of documents. Mendoza said the probe aims to identify the supplier of fake IDs and determine whether authentic licenses should be permanently revoked.

Officials reportedly continued visiting casinos even after government investigations began, with one last seen at a gaming establishment on September 1st, 2025, while Senate hearings were ongoing. The AMLC has submitted the officials’ names for asset freezing and will request Court of Appeals freeze orders on their amassed wealth.

Philippines Travellers International Hotel Group Inc., the leisure and tourism arm of Alliance Global Group Inc., and its partner Suntrust Resort Holdings Inc. are injecting up to $450 million to complete the $1.25 billion Westside City integrated resort development in Parañaque, according to a report by Philstar Global.

Travellers International president and CEO Nilo Thaddeus Rodriguez confirmed that the project, which is already around 70 percent finished, will require additional capital for completion. “The $1.25 billion Westside City development is now full speed ahead, with an opening targeted for the third quarter of 2026,” Rodriguez said. “The focus now is completing Westside and operating it as soon as we can.”

The project will feature more than 2,500 hotel rooms across three brands, over 2,000 gaming machines and tables, and a theater district led by the Apollo Theater and the Grand Opera House. It will also include a curated selection of restaurants and lifestyle concepts. “Westside City will be more than a destination — it is a commitment to Filipino talent and world-class entertainment, designed to strengthen tourism and position the Philippines on the global stage,” Rodriguez added.

Summit Ascent Philippines Casino, Suntrust Resort Holdings

Rodriguez emphasized that the resort aims to offer a distinct customer experience comparable to international benchmarks. “It will get you closer to what you see in Marina Bay Sands or Macau. It’s a type of experience. A little bit more flavor of that. Stuff that are, hopefully, we know we’re not in the market today. So that’s going to be our platform to be able to do that,” he said.

The announcement comes after Suntrust Resort Holdings, the Philippine unit of Hong Kong-based LET Group, confirmed earlier this month that it had increased its involvement in the Westside City project through a PHP3.2 billion ($56 million) stock subscription. The company acquired 400 million common shares of Westside Bayshore Holding Corp. (WBHC) at PHP8 per share, representing 40 percent of issued shares.

Through the acquisition, Suntrust effectively secured an indirect interest in Entertainment City Resorts Corp. (ECRC), a WBHC subsidiary, which has assumed all rights and obligations related to the Westside project. Under the arrangement, Suntrust will ultimately hold a 20 percent indirect stake in ECRC.

Suntrust explained that the investment forms part of a broader restructuring strategy to focus on tourism and gaming sector opportunities. The company also entered into a strategic working agreement with Travellers International, Westside City Inc., WBHC, and ECRC to accelerate the project’s completion.

Rodriguez acknowledged that the rapid growth of online and electronic gaming in the Philippines is reshaping the market but said land-based integrated resorts remain essential. “Our role is not diminished but redefined — to anchor tourism, to deliver culture and entertainment, and to provide the human connection and experiences that online play can never replicate,” he said.

He added that expanding the integrated resort footprint is part of Travellers International’s strategy to elevate standards and broaden customer offerings. “By extending our integrated resort footprint, we are not only scaling up but also creating new experiences for customers and growing the market itself,” Rodriguez noted.

The addition of Field as Managing Director marks the third high-profile leadership hire for the Yolo Group this year, building further momentum after Lara Falzon joined as the CEO of the company’s B2B brands in July, followed by Will Fyler, who stepped into the role of Managing Director for Odds88, its sports aggregation platform.

Lara Falzon, CEO of Yolo’s B2B brands, said: “Welcoming Simon is a significant milestone for Live88 as we continue to reinvent the live casino space. His deep expertise in scaling global operations and his reputation for delivering record results make him the ideal leader to guide Live88 through its next phase. Live88 is all about elevating the live casino experience and with Simon at the helm, we will continue to push the boundaries and exceed the expectations of our partners and players.”

Simon Field, Managing Director at Live88, added: “Live casino is most successful when it is bold, entertaining and high quality. Live88 has quickly established itself as a disruptor, with a clear vision for redefining the vertical. I’m delighted to join such a hard-working and creative team as we work towards a shared goal of delivering a new standard in premium live casino entertainment.”

Three Main Events with prize pools of €50,000, €60,000 and €75,000 each;
Three Mini Main Events with a prize pool of €8,000 each;
Three Omaha Main Events with a prize pool of €6,000 each;
Daily headliners with GTDs up to €25,000;
MYSTERY BOUNTY and mini MYSTERY BOUNTY tournaments combining PKO and Mystery Bounty formats;
Weekend Centroll tournaments almost like freerolls, but with a €0.01 buy-in and a €2,500 guarantee;
Four tournament leaderboards with a total prize pool of €22,500.

The World Poker League continues to strengthen Stretch Network’s reputation as a B2B poker provider and online poker platform, offering operators diverse tournament formats, large prize pools, and high engagement opportunities.

With the 2025 edition, Stretch Network builds on the momentum of last year’s launch, providing operators with a tournament series that combines familiar formats with fresh opportunities to engage and grow their player base.

Peter Mares, CTO and co-founder of ThrillTech, said: “Expanding into Latin America is a milestone moment for us. The region is bursting with opportunity, but it also demands solutions that are flexible, transparent, and built to scale. With a licence in Peru and certification in Brazil, we are ready to deliver the same measurable revenue impact to operators in Latam that we’ve already proven in Europe.

ThrillTech’s products are designed to provide operators with new revenue streams through side-bet jackpots, while also offering real-time engagement mechanics via cash-only rewards.

Already integrated with multiple tier-one operators in Europe, ThrillTech is now primed to replicate that success in Latam by delivering regulator-approved solutions to local operators.