Getting regulated online gaming off the ground has not been an easy task in the United States. Even after all the legal and political hurdles were jumped, only three states have an online market for all their troubles. And if New Jersey’s staggered soft launch proved anything, it was that there were issues still to be ironed out. Aside from complications with geolocation software, many players have experienced difficulties in transferring funds to and from their accounts. But it looks as if a newly announced partnership between Optimal Payments and Borgata will help alleviate many payment issues.
Optimal Banking Alternative
Optimal Payments, an online payment solutions provider based in London, has partnered up with Borgata Hotel Casino & Spa in New Jersey. Optimal’s e-wallet solution Neteller and Net+ Card debit card will now be accepted at BorgataCasino.com, BorgataPoker.com and nj.partypoker.com. Online customers get the benefit of instant access to their funds when using their Neteller and Net+ Card account. The services can be used anywhere in the world, both online and at point-of-sale.
With this new partnership, Borgata and PartyPoker join WSOP.com and 888poker, who are also aligned with Optimal Payments. Late last year, the company partnered with Caesars Interactive Entertainment and Bally Technologies to provide payment solutions and other services in the United States.
“We are pleased that Borgata is offering our new Neteller and Net+ Card stored value offering to its customers,” said Optimal’s executive vice president of business development Neil Erlick. “Our innovative new payment service provides these market leading brands with our new advanced secure payment option that will support their growth in New Jersey.”
Back in Business
The news comes only a few weeks after Optimal re-entered the American online gaming market. In 2006, the company was forced to withdraw from the market when the Unlawful Internet Gambling Enforcement Act (UIGEA) was introduced. The Neteller service’s relaunch is being done through a US financial institution sponsor insured by the federal government.
Optimal’s entrance into the New Jersey market led to the company’s hire of former New Jersey Division of Gaming Enforcement director Thomas Auriemma as a strategic advisor. Also a former deputy director of the New Jersey Casino Control Commission’s Legal Division, Auriemma will help guide Optimal’s business dealings throughout the US. His advice will prove to be especially helpful in navigating both the complicated New Jersey gambling industry and the burgeoning US online market as more states seek regulation in the future.
A Sound Strategy
Borgata’s new partner should come as a relief to many players throughout New Jersey. States have been plagued with payment issues since last year’s launch. With some banks either flat-out refusing to process transactions or restrict them, players have limited options when it comes to depositing or withdrawing money at their accounts. Optimal’s services will ease a large part of those issues.
After February’s online gaming revenue figures were revealed for New Jersey, Borgata and PartyPoker narrowly edged out 888 and WSOP.com for the lead. Borgata’s vice president of finance Hugh Turner sees the partnership as a strategic one.
“With Optimal Payments’ Neteller service, we can increase conversations while delivering an enhanced customer experience, securely and confidently,” said Turner.
Combining Borgata’s recognition in New Jersey with the ease of Neteller should prove beneficial to both. And Optimal doesn’t plan on stopping there. The company will continue talks with other merchants in hopes of expanding across the US market.
