Octoplay Launches US Debut with BetMGM in New Jersey

Octoplay, the European gaming content supplier, has officially launched its portfolio with BetMGM in New Jersey, marking its first live deployment in the United States. This launch represents a significant step in Octoplay’s broader 2025 growth strategy, which aims to balance deepening market penetration in Europe with expanding footprint in North America.

The New Jersey integration follows an established partnership between Octoplay and BetMGM in Ontario, Canada, where the two companies collaborated on a bespoke jackpot system called Jackpot Blitz. Extending that relationship into the US market, Octoplay now uses New Jersey as its initial foothold for North American operations.

 

• 1. Octoplay has officially launched its gaming content in the US through a partnership with BetMGM in New Jersey, marking its American debut.
• 2. The rollout builds on a prior collaboration in Ontario and aligns with Octoplay’s dual-regional growth strategy across Europe and North America.
• 3. With active licences in 10 European markets and provisional approvals in Michigan and New Jersey, Octoplay is positioning for broader US expansion in 2025.

 

The Developments

Currently, Octoplay holds active licences across ten European jurisdictions, including key regulated markets such as Sweden, the UK, the Netherlands, and Malta. The supplier has also secured provisional licences in Michigan and New Jersey, underscoring its commitment to accelerating expansion in the growing US regulated gaming landscape.

Ralitsa Georgieva, Director of Business Development at Octoplay, highlighted the New Jersey launch as a pivotal milestone in the company’s strategic roadmap. “This marks a crucial point in our North American journey, complementing our strong European foundation,” she stated. BetMGM’s Oliver Bartlett, VP of Gaming, expressed confidence in the partnership, noting that Octoplay’s content has historically performed well and is expected to resonate with US players.

Octoplay’s growth trajectory is reflected in its rapid operator integration rate—averaging five new partnerships each month—and its extensive portfolio of over 80 operator agreements worldwide. The company’s dual-regional expansion model, which targets mature European markets alongside emerging North American states, positions it uniquely for future scaling.

In recent months, Octoplay has continued to strengthen its European presence with new partnerships such as Denmark’s Danske Spil, following integrations with Sweden’s Svenska Spel, the Netherlands’ Jacks.nl, the UK’s Rank Group, and JOI Gaming in the Dutch regulated sector.

The launch in New Jersey signals Octoplay’s strategic focus on combining European market saturation with early-stage North American growth. As regulatory approvals progress in other US states, including Michigan where it holds a provisional licence, Octoplay is poised to capitalize on the expanding US iGaming market, leveraging its proven content and partnership approach.

 

Analysis:

Octoplay’s US debut via BetMGM reflects a broader industry trend of European suppliers targeting North America’s rapidly evolving regulated markets. New Jersey remains a key gateway state due to its mature infrastructure and player base, making it an ideal testbed for international content providers. By building on a pre-existing partnership from Ontario, Octoplay mitigates entry risks and benefits from localized market insights.

Simultaneously, Octoplay’s strong European licensing portfolio and operator network provide a reliable revenue base and R&D platform to fuel innovation and customization for different markets. The dual-regional expansion strategy balances risk and opportunity, as North American regulation is still in early phases compared to Europe’s well-established frameworks.

 

This marks a crucial point in our North American journey.

 

The Future

Octoplay’s average of five operator integrations per month is impressive, signaling operational efficiency and a scalable platform attractive to operators. This pace will be crucial as competition intensifies among suppliers aiming to capture market share in both continents.

Overall, Octoplay’s launch in New Jersey via BetMGM represents a carefully calculated move. It cements the supplier’s presence in North America while leveraging its European strengths, setting a foundation for sustained growth as more US states open licensing. The success of this rollout could influence further deals and shape Octoplay’s positioning as a transatlantic gaming content provider in 2025 and beyond.