Caesars Entertainment today announced the launch of its first proprietary online casino game, Caesars Palace Signature Multihand Blackjack Surrender. The game is now live exclusively on Caesars Palace Online Casino in New Jersey.
The company recently established its own in-house games studio, Empire Creative, marking an expansion into gaming development for online casinos.
In a press release, a statement read, “This launch marks Caesars’ first venture into developing, certifying, and launching fully proprietary online casino games.”
The company aims to expand its reach further this year, stating, “This title will expand its footprint into more casino jurisdictions with fully branded launches planned across both the Horseshoe Online Casino and Caesars Sportsbook & Casino brands, increasing the reach and accessibility for players across the Caesars family of brands.
“As 2025 advances, Empire Creativ will continue to expand Caesars’ impressive portfolio of Signature table game products across Caesars’ marquee online casino platforms.”
Caesars continues to increase revenue
The expansion into gaming development comes at a time when Caesars is already rapidly increasing its revenue. In Q1 results published recently, the company showed a 19% increase year-on-year, bringing net revenue up to $335 million. The increase was largely down to casino gambling, with a 53% surge in net revenue in this sector compared to last year.
The creation of Empire Creative looks to build on the success of casino games, and the company is also considering a potential spin-off of its digital division.
“Bringing our first proprietary game to market is a major milestone in our mission to create world-class, in-house developed gaming content,” said Matt Sunderland, Senior Vice President and Chief iGaming Officer at Caesars Digital.
“We’re excited to continuously expand our in-house content offerings, complementing the excellent portfolio of games we’ve secured through external providers. This launch showcases the strength of our new in-house studio team and underscores our commitment to player-centric innovation, creating experiences that cater to a wide variety of preferences and playstyles.”
The game launched exclusively in New Jersey, and Caesars took to social media to promote. However, they may soon face limitations in their gambling advertising as lawmakers propose stricter rules on gambling advertising in New Jersey.
As well as expanding casino games, Caesars also expanded its World Series of Poker (WSOP) Online player pool to include Pennsylvania.
Game suppliers are a lucrative industry
Creating their own in-house games has the potential to further drive revenue and save the company costs of paying third-party game suppliers. Suppliers often take a 10-20% cut on the earnings from their games, which can be a substantial figure.
Las Vegas game developer Light and Wonder, a supplier to Caesars, reported record revenues of $3.19 billion last year, up 9.86% from 2023. Aristocrat Leisure is a key supplier of slot and digital games to the casino operator and also had a record year in 2024, generating revenue of approximately $4.56 billion. Playtech, a supplier of live dealer and RNG games, similarly reported over 150% revenue growth in the U.S. market in 2024.
The move to create in-house games looks to cash in on the huge growth of casino gaming. The full statement from Caesaers can be read here.
Adam is an experienced writer with years of experience in the gambling industry. He has worked as a content writer and editor for five years on sites such as Oddschecker, CoinTelegraph and Gambling Industry News, bringing excellent knowledge of the world of sports betting and online gambling.
