WagerWorks Could Solidify Its Market Position Through Rank Dea

Continuing its goal of helping land-based casinos strengthen their brands by using the Internet, WagerWorks Inc. this week announced the launch of the Rank Group's new Hard Rock Casino Online.

The Vegas-based software supplier developed the site, which based in the Isle of Man.

Rank officials said they are happy with the relationship with WagerWorks and that the supplier has shown again why it is a leader in the convergence of online and land-based gambling.

Using WagerWare from WagerWorks, Rank Interactive Gaming created and launched a site that combines the personality of the Hard Rock brand with the entertainment value of authentic casino games.

Visitors to the HardRockCasino site can play a variety of table, card and slot offerings both for free and for real money.

Mike Martinez, vice president of marketing for WagerWorks feels the agreement between Rank and his firm is a win-win situation for both parties.

"This is a great opportunity for us to partner with them and to introduce our games and products to their customer base," he said. "We are really excited about it."

WagerWorks was spun off from Silicon Gaming, a provider of slot machines and other games for casinos. It entered the online gambling arena last year when it was tapped to create a free-play online casino for MGM Mirage, and has since focused on supplying online gambling technology to land-based operators.

Damian Cope, managing director of Rank Interactive Gaming, said the decision to go with WagerWorks came after researching numerous software providers.

"We searched long and hard to find a technology and content partner that best suited the Hard Rock brand," he said. "Our search ended with WagerWorks."

Cope said Rank Interactive isn't taking the Internet casino endeavor lightly. Although the site will be used as a vehicle to strengthen various land-based brands, the company is aiming to become a leading provider of Internet gaming.

"It is our intention to lead this market by offering the most entertaining experience for our members," Cope said. "Our partnership with WagerWorks allows us to leverage their library of over 50 proprietary games as well as develop new features that will be unique to the Hard Rock Casino online."

The WagerWare platform was developed in partnership with Orbis, a leading provider of sports betting products. It combines the WagerWorks game engine, compliance module and a host of casino administration tools with Orbis' Sports Wagering platform. The combined product enables operators to provide a fully integrated casino and sports wagering experience.

Andrew Pascal, president and CEO of WagerWorks, said the launch of the Hard Rock site was a significant milestone for his company.

"Our technology platform and application suite have satisfied the most rigorous testing and certification process yet to be conducted for any system supplier," he said.

Martinez said WagerWorks, like Rank, will use the deal to strengthen its position in the market.

"It is a new relationship, and we will be keeping an eye on our software and how it is performing," he said. "We will be constantly working to introduce new content and understand what it is that is playing well with consumers in the market and as quickly as we can adapt to what we believe is going to be more appealing to the players."

Despite the appeal of the Hard Rock brand in the United States, WagerWorks will keep its distance from the U.S. market. They would love to see the U.S. market legally open itself up, but Martinez said waiting to see what happens in the States isn't part of the company's business plan.

"We are very interested in the opportunities that may occur within the United States to operate," he said. "We are going to be very patient and see what happens. But our focus right now is solely international and that is where we believe the immediate future is."