PressEnter continues global footprint expansion as NitroCasino brand launches in Ontario 

main__photo
Malta-based online gambling operator PressEnter Group has entered the Ontario market with the regulated launch of its NitroCasino brand.

The operator, which also operates other brands including 21.com, recently made its debut in Canada’s first regulated iGaming market after securing approval from the Alcohol and Gaming Commission of Ontario.

It said the market is expected to be one of the largest in the whole of North America, and therefore represents an important step as the operator continues to expand into regulated markets across the globe.

The firm’s broader plans for international expansion have recently seen its Ultra Casino brand launch in Chile and Peru, while the operator expects further market entries across Latam over the coming months.

“We have an ambitious international expansion plan and entering Ontario is yet another step towards PressEnter Group becoming a truly global, top-tier operator,” said PressEnter CEO Lahcene Merzoug.

“Ontario is a market with great potential for operators that can deliver engaging, entertaining player involvement and that is where we excel. We look forward to seeing players from Ontario enjoy the high levels of entertainment that our brands deliver.”

Merzoug told iGaming NEXT that the NitroCasino brand was selected for the Ontario market because its combination of sleek design and user experience is well-suited to the Canadian audience.

“NitroCasino is one of our flagship brands and for the Canadian market we have pushed hard with the addition of sportsbook, a crucial element for the Canadian market,” he said.

“We have also added localised providers, but most important is the way we communicate with our customers, ensuring full localisation from the tone of voice, down to the look and feel of the brand.”

He added that Ontario – which he described as “one of the most challenging market entries one can do globally” – will form a key part of PressEnter’s growth strategy moving forward.

“Continuing on our aggressive growth plan, we know that Ontario, albeit highly competitive, can be a fruitful market which is why we intend to invest in building loyalty and value throughout our marketing initiatives.

“We do plan to launch more brands in the market but only time will tell when, for now our focus is having a successful launch with Nitrocasino.ca.”

PressEnter has been on the offensive throughout 2022, making a number of high-profile industry hires to bolster its in-house talent and help support the group’s expansion internationally.

The latest hire saw Terese Thagaard arrive at the company in September as chief legal officer from rival operator LeoVegas.

Ontario, which has been live with regulated online gambling since 4 April, generated $4bn handle in Q3 2022, resulting in $193m of operator revenue.

About the author

photo
Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

Related Stories