Abstract

The case describes the business model and the marketing strategies of UK based PartyGaming, an online gambling company. It examines the impact of the ‘Unlawful Internet Gambling Enforcement Act’ (UIGEA) on PartyGaming and on the other players in the US online gambling industry. It provides a brief note on UIGEA and its viability in the long-term. The case ends with a debate on the future prospects of PartyGaming.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Gain insights into the online gambling industry in the US
• Understand the business model and marketing strategies of an online gambling company
• Study the impact of industry regulations on Internet businesses
• and Analyze the need to constantly review the online business model in the light of changing regulations in a particular industry.

Keywords

PartyGaming Plc., Online Gambling, UIGEA, Industry Regulations, Offshore Gambling, PartyPoker.com, PartyBingo.com, PartyCasino.com, PartyGammon.com, American Gaming Association, Affiliate Program, Internet Gambling Prohibition and Enforcement Act, Poker Players Alliance, PartyPoker Interface, American Values Agenda, US Online Gambling Industry