PlayStar’s Per Hellberg: Place Online Casino # 1 in the US

Image source: PlayStar

PlayStar CEO Per Hellberg took time to chat with SBC Americas about the company’s entry into the US online casino sector and how it intends to differentiate its offer in what promises to be a crowded market.

For those of our readers who are new to the Playstar Casino brand, can you tell us about your business, where it currently operates, and its main offering?

PlayStar is a challenger online casino brand with a very clear mission – to deliver a gaming experience like no other. We are focusing only on the North American market where we have already gained market access in two states – New Jersey and Pennsylvania – and many more will follow.

Earlier in the year we announced that GiG is our platform provider and since then our exceptional team has been polishing the casino ready to launch in Garden State early next year. We will set ourselves apart from our competition from day one by focusing on three key areas.

These are personalization, engagement and customer experience. This will ensure that our players feel like the star of the show from the moment they engage with our brand and ensure that once they walk through our digital doors for the first time, they will come back again and again.

You have well documented plans to launch into the United States with your sights set on New Jersey and Pennsylvania. Can you tell us more about this and what progress has been and is being made?

We have market access agreements in New Jersey with Ocean Resort and in Pennsylvania with Caesars. Our plan is to launch into as many US states as possible and we are currently in talks with several market access partners to ensure we meet our ambitious goals.

We will be making our US debut in New Jersey and are now in the final stages of preparing for the launch. We want to have an immediate impact on players who really enjoy playing at the casino because we will put the player first from day one.

For example, players will enjoy a personalized experience from the moment they arrive on PlayStar through meticulously detailed user journeys. We will also set the standard for the use of platform technology, CRM and machine learning, all working in unison to deliver an unparalleled experience.

We’re putting the finishing touches on our unique concept of player engagement which remains a closely guarded secret until we go live. All of this will be backed by the best customer service out there – think of the magic of land-based casino play, but online and for all players.

Once operational in New Jersey, we will then prepare for our second market launch in Pennsylvania. While there is the first mover advantage, we focus on the long term and when we enter a market we want to launch the best possible product.

Earlier this year you talked about PlayStar’s ability to differentiate itself in what is likely to be a busy market? At the time, did you mention the strength and value of the brand to the player? Can you expand on that and give us an idea of ​​what players can expect when they visit your site?

As I mentioned, unlike the vast majority of brands that are currently living in the US market, we prioritize online casinos. In fact, this is the only vertical that we will offer to start. This is so that we can provide an online casino experience like no other, and especially to players who love the casino.

When it comes to the type of online casino games offered, PlayStar will be very similar to other brands in the market. Players want to be able to choose from the widest range of games and providers, so it is essential that a casino offers this variety.

Where we will stand out are the events that take place between games – registration, payouts, bonuses, loyalty, customer service, and more. Our user journey has been modeled to resemble a land-based casino and to make the player feel appreciated and cared for.

We believe that the overall user experience is where a brand can make the most difference from its competitors, and this is where we have focused a lot of our resources.

You are partnering with Internet Vikings to provide hosting services. How did this relationship come about and what has it been to work with?

We initially hired Internet Vikings for their brand protection service, however, as conversations went on, we quickly realized that they were a terrific hosting provider in Europe and the rest of the world and that he had great aspirations for entry into the United States.

That was around the start of the year and they are now present in several US and growing markets, making them the perfect partner for us.

Longer term, what plans does PlayStar Casino have beyond launches in New Jersey and Pennsylvania?

We plan to have a presence in all viable US states and are currently in discussions with various market access partners. We understand that not all US states are right for us, but we have an ambitious and comprehensive market access plan that we are working on.


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