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Elys Rebranding Focuses On North American Gaming Market Expansion

Written By Katarina Vojvodic on July 28, 2023
New North American Logo for Elys Game Technology

Gaming and sports betting tech company Elys Game Technology announced the launch of its Elys America logo and platform. In its Wednesday press release, the company said the novelty is part of its continuing brand advancement in North America.

Elys operates in multiple countries around the world, with operations in several US gambling markets, including Ohio and New Mexico.

Rebranding in North America to differentiate Elys’ operations from Europe

Apart from announcing a “unique logo” to differentiate North America facing operations from its Newgioco origins in Europe, the company says it is launching:

  • A new brand identity
  • Corporate website
  • Color schemes
  • Typography expressing the development of its retail and online sports betting platforms in North America.

Michele Ciavarella, Executive Chairman of Elys Game Technology, said in a Globe Newswire press release:

“To boost our new Elys America brand forward, we created this new identity to emphasize disciplines that are central to our operations and symbolize trust, stability, and positive progression wrapped in a diverse range of advanced betting technology and products while maintaining parallels with our original corporate culture.”

In developing our new platform, we first observed what sports bettors in developing US and Canadian markets are demanding and tracked how competitive sportsbooks reacted to such demands and to peer movements.”

Ciavarella also said Elys development teams focused on two functions:

  • Regulatory compliance
  • Reporting capability and cybersecurity to arrive at a compliant tech stack offering a luxury customer experience

The new Elys five-dimensional “ELYS 5D” iGaming ecosystem integrates the services in the functional areas:

  1. Customer acquisition
  2. Cybersecurity, KYC, AML and multifunctional payment convenience
  3. Trading, risk management and compliance
  4. Advanced market events and odds
  5. Customer service

Subject to licensing and regulatory approval, Elys expects to announce operating brands and player websites in the US soon.

Elys launched sportsbook partnership with Santa Claran Casino Resort, NM

On Wednesday, Elys announced the opening of the sportsbook at Santa Claran Casino Resort. It is located at 460 N Riverside Dr, in Española, New Mexico.

The Santa Claran sportsbook features a wide range of sports betting options, including bets on multiple sports like:

  • NFL
  • NBA
  • MLB
  • College Football
  • Basketball

The selection is available through self-service kiosks and in-person ticket counters throughout the Sportsbook Bar and Grill.

Apart from a 27,000-square-foot gaming entertainment facility, the gaming resort features a 122-guest room hotel.

Elys opens sports betting kiosks around Ohio

Elys received certification for self-service betting terminal operation from the Ohio Casino Control Commission (OCCC) in February.

The company received Gaming Labs International (GLI) certification obtaining GLI-33 and GLI-20 for operational deployment in Ohio.

Before that, Elys received conditional Type C sports gaming proprietor licensure from the OCCC in November to start operations in Ohio as of Jan. 1, 2023.

In the meantime, Elys secured over 100 host locations for its retail sportsbook in Ohio, partnering with small local businesses.

Photo by Elys Game Technology, Corp.
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Katarina Vojvodic

Katarina Vojvodic is a lead writer for PlayUSA who lives in Toronto. Vojvodic provides coverage of the US gambling industry with a focus on US online casinos. Previously, she covered Ontario’s online gambling industry for PlayCanada.com. Vojvodic holds a master’s degree in journalism from the University of Belgrade. Outside working hours, she can be found near the water with her husband and their two kids.

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