Despite the fact that there is much uncertainty in the U.S internet gambling market, the major U.S. casino operators are not waiting for federal authorities to do the work for them. This was emphasized at the annual Global Gaming Expo in Las Vegas where industry players discussed the future on online gambling in the U.S. There is general consensus that the main target audience for the U.S. online sector is that of the 25-35 age group. Casino operators are focusing their attention in attracting this vital age group. There are varying estimates but many believe that the online U.S. gambling market will be worth at least $10 billion by 2017.

Chief Executive officer of slot machine maker WMS Industries Inc summed up their main aim at present,” Online gaming is here. Our biggest challenge is converting the 25 to 35 year old to becoming participants in our industry.”

Land casino and gaming companies are frantically looking for partnerships with their online gaming platforms in order to enter the internet gambling market. Major traditional casinos like MGM have already signed agreements with players like Playstudios who specialize in developing online platforms for slots and other
casino games. MGM Chief Executive Jim Murren explained these types of partnerships,” We believe we can make money on this and are embracing it as an opportunity.”

Currently the federal government has yet to adopt a federal policy so individual states have taken up the challenge. Nevada and Delaware already granted licenses to International Game Technology and Bally Technologies Inc. in June. In effect these two land based gaming companies will soon be allowed to offer online poker and other casino games.

It is worth noting that currently even though online gambling is not legal in the U. S. estimates are that over $4 billion was spent in 2011.Many proponents of legalizing gambling point put that U.S. states are losing gambling revenues to offshore operators.

There is general agreement that the U.S. gambling industry has to embrace internet gambling as it is an established fact and ignoring the realities will just see further revenue losses. The figure of the U.S. online gambling market being worth $10 billion by 2017 is considered by many as conservative. The potential growth for this market is largely untapped and it is no surprise that traditional gaming companies are looking to capitalize on this growing sector.

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