GiG formalizes agreement with Aspers to power new online gaming product in the UK

iGaming technology company Gaming Innovation Group (GiG) formalized Thursday the head of terms agreement signed in late April with tier 1 UK retail operator Aspers Group for a platform and managed services partnership deal.

The turnkey solution includes the technical platform, fully managed services, frontend development, CRM and marketing, all powered by GiG's data and GiG Logic rules-based products. GiG will provide the fully managed solution to operating the online casino as phase one with expansion into further verticals planned for the second phase of the partnership.

The contract is for a three-year term, renewable thereafter. The business supported by GiG's services is anticipated to launch in Q4 2022, with an expected positive contribution from Q1 2023.  

"The agreement to supply its technology and services provides a strengthening of GiG's reputation as a trusted partner when leading the transformation for land-based casinos into online," the technology provider said in a statement. "Through GiG's comprehensive managed service solution, the complexity of digitally transforming a retail business to online is greatly reduced, as is the operator's cost of entry." 

Aspers, which first launched in 2005, is described by GiG as being one of the fastest growing operators within the UK with a retail operation that includes casinos in London's Westfield Stratford City (one of the largest in the UK), Newcastle, Northampton and Milton Keynes.

The UK's online casino market is estimated to generate circa £4 billion ($4.7 billion) in GGR during 2022, estimates cited by GiG show. Both the tech provider and Aspers will "eagerly" approach the market with "a strong retail brand, quality of product, and focus on customer service within a safe gambling environment." 

Richard Noble, Aspers CEO, spoke about this new partnership and said: "We are delighted to join forces with GIG to provide a first-class omni-channel solution for our guests and launch our own branded online site extending the Aspers casino experience to both online and retail customers. Through this new platform, we will continue to prioritize safer gambling as this is at the heart of everything we do."

Richard Brown, CEO of GiG, added: "I am extremely excited to partner with Aspers, a prominent operator within the land-based industry that shares our values on responsible gaming, CSR and passion about the power of embracing digital transformation. We see great potential in the UK, particularly when we can harness 'brand equity' and the retail footprint that Aspers holds with our omni-channel solutions."

"We look forward to working closely with the Aspers team to maximize their potential through a successful digital transformation and anticipate that Aspers will become a significant and high-value client for GiG. This type of deal is directly in our 'wheelhouse', helping land-based operators digitally transform and showcase our product in the UK  market," Brown concluded.