KingWins enters US social gaming market with nearly 5,000 games, poker and a social sportsbook

KingWins has launched in the US social gaming market with a product that brings together almost 5,000 casino-style games, proprietary Originals, player-versus-player poker and a social sportsbook. The brand also offers an iOS app. In an interview with GamblingNews.com, VP of Brand & Organic Marketing Chris Mawson said the size of the catalog is only part of the proposition.

According to Mawson, the team focused first on the player journey: helping users understand what is available, find suitable games and move between Slots, Live, Originals, Poker and Sports. The aim is for the verticals to work as one coherent experience rather than separate sections placed side by side. He said the interface should play a genuine role in the brand across platforms, including the iOS app.

The platform is powered by GameBridge, which Mawson described as built specifically for social gaming. He said this lets the company treat discovery, progression, community and reasons to return as part of the core product rather than additions around a games lobby. It also gives KingWins more scope to adjust the product as it learns what players enjoy.

Mawson criticized what he called the characterless games lobby, arguing that many gaming products look and feel alike once branding is removed. He compared the lobby to a shop floor and said identity should come through design, content grouping and how recommendations are surfaced. He added that larger catalogs only help if players can find games they would enjoy, and that the product needs to balance familiar titles with discovery.

On player expectations, he named speed and simplicity as the foundation, noting that gaming products are now judged against the wider range of consumer apps. The catalog includes games from suppliers such as Hacksaw Gaming, NetEnt, Red Tiger, BGaming, Playson, Novomatic and Evolution, alongside Originals, poker and social sportsbook content.

To encourage return visits, KingWins offers daily missions, rain events that reward the community and social media giveaways. Mawson said launch is the starting point, and the company will now study how players use the product and keep refining it around that behavior.