State by State: The Inside Track on AGS Interactive’s Market Launch Playbook

As online gaming continues to expand across the U.S., AGS Interactive has developed a proven playbook for entering new states, from tracking early legislative signals to coordinating seamless technical rollouts. In this piece, Zoe Ebling, AGS’s VP of Interactive, walks us through the key phases of market evaluation, licensing, and partner collaboration to ensure that each launch is both timely and impactful. From tailoring game content to local player preferences to refining cross-departmental communication, discover how AGS combines forward thinking, patience, and operational precision to make each state launch a success.

When entering a new state, what are the key phases AGS follows, from initial market evaluation to final certification?

Entering any new U.S. state is always exciting because each presents its own lucrative potential. The first phase we monitor closely is the legislative process. Each year, many states introduce bills in their House and Senate related to iGaming, so our licensing team keeps a close eye on those discussions. We track proposed legislation through industry organizations and our internal resources to understand potential opportunities.

Once we see a clear path in a state’s legislature, we start our preparation early. It’s far better to initiate efforts well in advance than to rush through them. Meeting requirements ahead of time helps us submit a complete license application quickly. We treat each new state as a high-priority objective, dedicating resources to ensure we meet all deadlines. This means working closely with operators to simplify the process of going live with our content, as well as coordinating with our land-based division to identify games with proven performance. By combining legislative insight, early preparation, and collaboration with internal and external partners, we ensure a smooth path from market evaluation to certification.

How does the licensing and technical approval process differ in each jurisdiction, and how does AGS adapt its timeline and technical stack accordingly?

Fortunately, most U.S. iGaming legislations tend to mirror existing state frameworks, so we rarely see something radically different. When a new bill is introduced, we compare it to the closest existing state regulations to gauge its complexity. For example, if a state allows cloud-based infrastructure, such as New Jersey, we know what we will need. If it requires on-premise hardware, we factor in lead times for ordering and installation. In practice, there’s no legislative requirement we haven’t scoped before.

What early coordination with operator partners (e.g., shared testing, promotional planning) is critical to a smooth launch?

Our goal is to make it as easy as possible for partners to get to market. We share everything we can, including historical performance data for games that have performed well in similar markets, all necessary certifications, and guidance on what we expect will resonate with players. From a technical standpoint, we handle the heavy lifting -hosting, integration specs, regulatory documents-so our partners can focus on their customer experience. Simply put, we provide all the necessary insights and materials in a straightforward format, so they don’t have to worry about operational details.

How do you tailor game content, bonus structures, and marketing messaging to match each state’s player demographics and regulatory requirements?

We begin by examining what has been successful. What content of ours has thrived in more mature markets, such as New Jersey, versus newer markets, like Michigan? In a mature market, players tend to gravitate toward more complex, feature-rich games, whereas in a newer market, more straightforward mechanics often perform better. From that, we identify which IPs and game styles match each state’s player maturity level. Ultimately, it’s about balancing what we know works on the land side with what makes sense for digital players in a given state.

Reflecting on your latest state launch, what process refinements have you made, and what advice would you give peers planning their next market entry?

Our most recent process refinement came during the Connecticut rollout. We realized that cross-departmental collaboration – licensing, legal, product, and operations – needed even better information flow. We streamlined communication so everyone had context on who the right contact was and what their responsibilities were. In larger organizations, it’s easy for information to get siloed, so ensuring each team understood the broader objectives was crucial.

My biggest piece of advice? Patience. State launches always take longer than you expect, from the legislation passing to the final platform go-live. Operators often quote a four-week certification, but in reality, it can stretch. Regulatory timelines tend to run longer than quoted. If you go into the process expecting delays and build an extra buffer into your schedule, you will avoid sleepless nights. Stay organized, stay patient, and success will follow.