The business of social casinos is booming on a global scale and represents a significant opportunity, particularly in Asia where legal online gambling is limited. The social casino model allows gaming companies to engage with customers in a more casual manner, offering a profitable standalone business that does not rely on converting players to real money gamblers.

These casinos offer a wide range of slot machines and table games that can be accessed online with minimal effort. By simply visiting a website or downloading a mobile app, players can start wagering with free tokens provided by the operator. The rise of social gaming can be attributed to platforms like Facebook, which helped popularize free-to-play online gaming in the late 2000s and early 2010s.

Shaun McCamley, a veteran in the land-based gaming industry, was inspired by the success of Caesars Entertainment’s purchase of Playtika for US$92m in 2011. This led him to create GameWorkz, emphasizing the importance of offering a variety of games beyond just slots. He also stresses the significance of player interactions and loyalty programs, particularly in markets like Japan and South Korea.

According to Joe Pisano, CEO of Jade Entertainment & Technologies, Asia plays a crucial role in the social gaming landscape, contributing significantly to revenue and customer base. The market in Asia was estimated at US$6.5bn in 2022 and is expected to continue growing due to mobile technology and social media integration. Localizing games to cater to different markets is essential, with a focus on accepting local currencies.

Major gaming technology companies like Aristocrat have ventured into the social gaming sector, leveraging their content libraries to expand their portfolios. Aristocrat’s Pixel United division generated US$1.76bn in revenue last year, with social casinos like Cashman Casino and Jackpot Magic Slots contributing the majority. The company’s success highlights the growing trend of social gaming and the potential for significant revenue growth.

Acquisitions and strategic investments continue to shape the social gaming industry, with companies like Light and Wonder acquiring SciPlay for US$496m. SciPlay reported revenue of US$777m last year, showcasing the strong performance of its social casino offerings. Analysts predict continued growth for the social gaming market, with revenue expected to reach US$29bn by 2026, driven by a variety of social games beyond just casino offerings.