Not content to rest on recent laurels, Tipico on Tuesday announced the launch of a new mobile casino app in New Jersey, the lone state where its iCasino is currently live. (Tipico’s sports betting app is live in Colorado, Iowa, New Jersey, and Ohio.)

The upgrade comes on the heels of Eilers & Krejcik naming Tipico’s old iCasino app as the best in the U.S., topping 31 other brands, including such heavyweights as BetMGM, DraftKings, and FanDuel. According to a press release, Tipico’s new app, produced with in-house technology, should increase payment processing speeds by 50% and withdrawal speeds “by 7x,” as well as doubling the value of entry-point and VIP promotional offers.

“On the heels of earning a first-place national ranking, we are excited to unveil a completely original experience for customers who desire to play casino games in New Jersey,” Tipico U.S. CEO Adrian Vella said in the release. “Unlike other online casinos that pigeonhole players, our product helps expedite the real money deposit and withdrawal process, providing a safe, secure experience.”

‘Product not yet the differentiating factor’

In the report, which involved a team of testers scoring the various iCasino apps, Tipico ranked in the top 10 in all five assessment categories, including first-place finishes in gaming interaction (UX) and core functions.

“Despite less than 0.1% market share, Tipico provides solid execution on all the key elements and crucially has no major UX pain points. Online casino is a relatively simpler proposition than sports betting and places much greater emphasis on a clean, intuitive, and fast UX and Tipico excelled here in testing from in-app navigation to game loading and stability. In casino, more than any other gambling vertical, getting the basics right is the most important thing,” Eilers & Krejcik wrote.

“Most fascinatingly, there was no ‘standout’ element of Tipico’s casino app,” the report stated. “Instead, Tipico’s casino product did the simplest thing — have good-to-great showings across the board with few, if any, weaknesses anywhere. Tipico taking [the] top spot despite a market share of 0.02% … is testament to how product is not yet the differentiating factor in online casino at this point, with marketing, brand, and cross-sell still the dominant forces.”

E&K went on to praise Tipico’s app as the “least glitchy” of those tested, but it did fault its “subpar content and game-switching abilities.”

To that end, Tipico’s revamped iCasino platform will allow users to play up to four games at once while including new titles from White Hat Gaming and Konami. All told, the app now features 707 games — including such popular online slots as Dynamite Dash, Peaky Blinders, and Ted — on desktop and Android, as well as 441 games on iOS.

As for its modest market share, Tipico has not announced any immediate plans to expand to states outside of New Jersey. Vella did say in the release that the company is “uniquely positioned to make huge leaps in 2024 and beyond with a combination of original and classic content, efficient processing, and our trusted brand heritage.”

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