Developing a digital wing for a land-based business can be a challenging task, particularly when the legacy of that business is as significant as Mohegan Sun, a major casino located in southeastern Connecticut. Mohegan Gaming and Entertainment, which oversees the casino, operates extensively across the United States and is planning to expand into Asia, yet its Connecticut venue remains one of the most notable tribal casinos globally, both in terms of recognition and revenue generation.
Last month, Ray Pineault, the CEO of Mohegan, shared insights into the tribe’s strategic plans for expansion and the integration of digital gaming alongside traditional in-person experiences. Following his remarks, Rich Roberts, the president of Mohegan Digital, discussed the strategy for enhancing the online gaming segment.
Established in June 2021, Mohegan Digital was launched after the state of Connecticut approved digital betting and gaming legislation. Roberts was brought on board to utilize his extensive background in igaming. He has transitioned from video gaming to social casinos with Slingo and held various prominent roles, including overseeing digital operations for Sportech and leading the igaming launch for Resorts Casino under a joint venture with NYX Gaming Group.
Mohegan Digital is not pursuing rapid nationwide expansion. Roberts emphasized, "Mohegan Digital supports the Mohegan brand as an extension of the properties," and clarified that their online casino, known as Mohegan Sun Casino, operates in Connecticut, while their offering in Ontario is called PlayFallsview. He added that the digital platform aims to elevate the overall customer experience and encourage repeat visits to the casino.
Roberts acknowledged some concerns regarding online gaming potentially drawing customers away from land-based venues. However, data from the Momentum loyalty program indicate that players who engage online are often dual participants. While a small number may visit Mohegan Sun less frequently, their overall lifetime value has increased. He referenced trends in New Jersey, stating, "The expansion of digital gaming has not negatively impacted the operators' property business."
Crucially, the online casino expands the audience. Early data suggest that most digital players in Connecticut are not participants of the Momentum loyalty program. Additionally, given that Mohegan Sun is one of only two casinos in the state, the opportunity to tap into a larger database is evident—igaming reaches segments of customers that traditional methods do not.
The goals for Mohegan Digital include enhancing the Mohegan brand presence, attracting more visitors to the property, and boosting overall revenue. The digital platform incentivizes guests to return, complementing the on-site attractions such as the East Coast's largest sportsbook and an arena featuring high-profile performances.
Roberts expressed that while the digital experience aims to mirror the in-person one, the sensory aspects of a physical casino cannot be fully replicated online. He stated, "But what you can do is build a brand extension to what guests expect from going to the casino."
Central to this digital strategy is the inclusion of familiar games that players recognize, many of which are adaptations of popular land-based titles. Roberts highlighted the importance of familiarity in engaging players and noted that they also explore retro titles that evoke nostalgia. Successful online titles from other states will be tested for appeal in Connecticut.
Roberts’ career path reflects a deep understanding of the gaming sector, having previously worked with well-known brands like Atari and Hasbro. He stressed the importance of Mohegan Digital's focus on icasino projects, highlighting plans for further expansion in Pennsylvania next year. He sees opportunities in states like Massachusetts or New York, should they introduce casino games and match the brand’s growth potential.
In Connecticut, Mohegan Sun has teamed up with FanDuel to operate both a physical and mobile sportsbook, while DraftKings serves as a partner for the Mashantucket Pequots. Mohegan Sun Casino remains the only local digital gaming brand in the state, granting Roberts a significant advantage in building partnerships with local businesses and increasing brand awareness. He stated, "Our marketing is about keeping it local," emphasizing the existing strong public perception of the Mohegan brand.
Mohegan Digital’s approach also reflects tribal values, with Roberts noting that partnerships are developed with this context in mind. He sees little distinction between commercial and tribal operations, underscoring that both are fundamentally businesses. Still, he appreciates the direct engagement with tribal shareholders and the tangible impact of their efforts towards fulfilling tribal goals.
Mohegan has also extended its expertise to assist other tribes, providing financial and operational support for various casino ventures. The tribe’s involvement with the Cowlitz Tribe’s Ilani casino in Washington exemplifies this initiative. Roberts is optimistic about potentially replicating this partnership model for digital offerings, expressing a willingness to leverage Mohegan’s successful track record to help others achieve their objectives.
