All About the Brand: Why Casino Operators Have Sister Sites
The online gambling market is insanely popular. Statista did a little research on this and calculated that (by the end of 2024) market revenue will almost reach $100 billion. Yes, billion. And where is all this revenue coming from? Well, it’s largely being generated by casino sister sites. What these sites are doing is attracting huge numbers of users, with many of them making deposits and betting big. It’s all by design, too, as lots of companies have made the smart decision to own multiple casino sister sites. Not only is this good for branding, but it also brings them a range of other benefits. This guide is going to take a closer look and break everything down for you.
What is a Casino Sister Site?
When a company owns multiple different online casinos, these are called ‘sister’ casinos. In a nutshell, you have the operating company and then all of their casinos underneath them. You’ll also typically find that these casinos are quite similar to each other, whether it’s the branding, game selection, or bonuses.
So, what’s interesting about this is that almost every online casino you can imagine today has at least one sister site. After all, the industry is booming, hence why operators keep adding new casinos to their existing lineups. It’s now an industry trend, which is proving to be a good thing for both the companies themselves and the players.
Why Do Casino Operators Have Sister Sites?
It’s now extremely popular for casino operators to keep adding new casinos to their libraries. This is true for traditional online casinos where you bet real money and it’s also true for sweepstakes casinos, as many sweeps casinos have sister sites.
Some operators own just a few casinos, while others have 10 or more different sites. This has created an industry where there are over 2,000 online casinos for players to pick from — and the vast majority of them are in sister site groups.
When it comes to why operators have gone down the route of owning lots of sister sites, it’s because the benefits of doing this are endless. Here are just a few of the benefits that come from owning multiple casino sister sites in today’s highly competitive industry:
- Improved brand recognition
- Stronger market share
- Grow your gambling network
- Gain access to a wider number of players
- Boost revenue
From the perspective of an operator, consistently creating new sister sites is a genuine no-brainer. By only having one casino on the market, operators are putting themselves at a disadvantage, as it’s much harder to gain brand recognition and grow your market share.
👉 An great example of this is the global technology company VGW. As of right, VGW has a total of 3 sweepstakes casino sister sites in Chumba Casino, LuckyLand Slots, and Global Poker. Smartly, VGW has used Chumba to gain the sweepstakes market, Luckyland to lockdown slot users, and Global Poker to attract a small niche audience of poker fans. It’s genius and has ultimately enabled VGW to become one of the most popular companies in the entire casino industry, with over 1 million players across all of its sites.
Every online casino you can find has a company that owns it. If you check that company, there’s an extremely high chance that the company also owns at least one other casino, making them sister sites. This isn’t just the case with VGW, as countless other companies have also started to do this. You have B-Two Operations, who own McLuck, Hello Millions, and several other sweepstakes brands. Then there’s 888 UK Ltd, which you might already know owns 888 Casino, 777 Casino, and several more. Essentially, the list of examples is endless, with most of today’s technology and gambling companies wasting no time in launching countless different sister sites.
How Casino Sister Sites Also Benefit the Player
Companies are making huge amounts of money from the sister sites that they own. It isn’t just a one-way party, though, as casino sister sites are also benefiting the players. This is because they enable players to:
- Access thousands more games
- Activate different bonus offers and promotions
- Gain loyalty rewards and enjoy other perks
This is why it’s now commonplace in the gambling industry for casino players to sign up with more than just one casino. In some cases, players will create accounts across 10 or more different casinos, purely so that they don’t miss out on specific games and exciting bonuses. It’s a smart strategy.
👉 Let’s think about BetMGM for a second. BetMGM owns a huge number of sister sites, including LeoVegas and Slot Boss. If a player signs up with LeoVegas, they can get up to $1,000 cash and some $5 Golden Chips. If they join Slot Boss, too, there’s the chance to get 50 free spins. Basically, when a player joins multiple different sister casino sites, they can take advantage of all the different available offers, which is great for their overall gambling experience
Summary
The world has gone crazy for online casinos. Over the next few years, the likes of Apollo Entertainment and VGW will no doubt continue adding new online casinos to their existing networks. After all, you can’t blame them. Each year that goes by, the gambling industry grows more and more, with casino sister sites being at the centre of this growth. So, by consistently launching new casinos, these companies will grow their market shares, attract new players, and ultimately gain more control in what many agree is one of the most competitive industries around.