Analysis of Amaya (Stars Group) Providers to Work With

The provider of digital content for online gambling Stars Group has been known in the world of gambling for a long time. However, its former name Amaya is more familiar.

As it happens, android pokies there are only a few key operators in the world of online poker that still support this segment of the gambling market. PokerStars is just one of those that keep the industry losing popularity on its back. The brand is so recognizable in the gambling society that it was decided to bring all the structural divisions involved in its success to a common denominator.

In the UK, Golden Queen the Stars Group is known at all levels. Both as a provider and as an operator. The company has a high reputation among players, but the pokies made by the provider, however, are much inferior in demand to the poker client.

History of Stars Group

Amaya Inc. was registered in Canada in 2001. A few years later, the name was changed, and for a long time in the gambling world, the Canadian concern was referred to as Amaya Gaming Group and Rational Group.

As a result of the accumulated negativity, because of which later the owners had to rebrand again and the logical "Stars Group"appeared.

The main sphere of the brand was and still is online poker. Other services are behind it. The concentration of ideas and their implementation is managed by the Stars Interactive structure, which manages several popular operators (PokerStars, BetStars, Fill Tilt Poker).

The headquarters of the parent company is located in Toronto and the management of Stars Interactive works in a huge building on the Isle of Man.

A license for international activities in the field of online gambling was obtained from the governmentt of the island. It is supported by another similar document from the Malta Gaming Authority. In addition to these, 17 more corporate licenses were obtained from local gambling market regulators (Italy, Spain, Portugal, etc.). Permission from the NZGC is used to work in the NZ.

The predecessors of the Stars Group have a whole trail of scandalous stories. The loudest can be considered frauds with securities of the holding, of which several representatives of the company's management were accused. The case ended in legal proceedings and criminal liability.

In 2015, customers who used online poker from the operator tried to get 870 million USD from Stars Group through the courts of the US state of Kentucky. The company was under the threat of bankruptcy, but the lawyers managed to prove their case in 3 years, while the proceedings lasted, NetEnt and the owners of the holding got off with a slight scare and paid legal costs. However, the story metastasized across the gambling society and trust in the gambling industry giant was undermined. Losses loomed.

This scandal led the management to a decision to rebrand. Amaya ceased to exist and was replaced by Stars Group in 2017.

Since then, most of the holding's management has changed. Today, the CEO of the concern is Rafael Ashkenazi and the chairman is Divyesh Gadhia

The structure that creates digital products for online casinos appeared in 2004. Production facilities are located in Montreal and Ponte-Claire.

More than 5,000 people work for the brand. About 300 of them specialists are engaged in creating online simulations for casinos.

Stars Group products

For twenty years, the stars Group's priorities have remained unchanged. Online poker is at the forefront and everything else is behind.

The production part of the concern develops several directions at once:

• Online B2B
• Creating conditions for conducting lotteries
• Game platforms
• VLT
• Video pokies
• Games with live dealers
• Simulations and apps for mobile devices
• Turnkey betting platforms

The Amaya brand has long been popular, both among operators and players. However, it always lacked a bit to be among the top providers.

At an early stage, management focused on its own sales capacity, but, as practice has shown, this was not enough. And connections with third-party operators were not established in time. That's why the provider worked by itself, until the decision was made to be active in the external market.

But to go on the market with the old package was not a good idea. Many of the provider's developments were based on Flash technology, which has successfully given way to more modern ones. HTML5 was hastily adapted and the deadlock has been broken.

One of the keys to raising user interest was the Fruit Warp simulation. Its gaming qualities were noticeably different from everything that was available in an online casino and the slot became popular with top streamers for a long time. Gradually, the games Green Lantern, Psycho, Superman, and Cash Stampede followed.

These simulations became the basis for the brand's revival. They worked without problems with any operating system on any mobile device and very quickly entered the list of the most popular games.

All simulations have the RTP level in the range of 95% - 97,5%. At the same time, the focus remained on users who are used to playing all-in. The vast majority of games have high and medium volatility.

One of the obvious disadvantages of the provider is the fact that almost half of the games don't have bonus rounds with free spins or thematic bonuses.

Brand popularity

When considering the popularity of Stars Group, you should clearly separate the popularity of the part of the concern that operates gaming platforms and the production base. The latter is clearly not in favor of the gambling society.

The operator from Stars Group is in the TOP 3 in its sphere. But the software provider barely clings to the top 30 in the global ranking, far behind the recognized leaders.

In the local rating of the NZ market, the provider looks noticeably better, ahead of itself, relative to the world table of ranks, by 4 positions. All Stars Group operators in the United Kingdom are very reputable, 888Games and confidence in the brand's products is at a very high level.