Shoppers are spreading out their back-to-school shopping over the course of the summer and are more concerned about finding the best deal than they were a year ago, according to recent consumer surveys. Retailers have had to change how they market and plan back-to-school events — highlighting when they are keeping prices the same. They have also especially put emphasis on sales events in mid-July as consumers signal they’re willing to shop earlier to get the best deals.

“Consumers, overall, are very cost-conscious at the moment,” said Stephanie Cegielski, vp of research for shopping center industry group ICSC. “We’re still seeing them spend, we still see year-over-year growth in retail sales, but they’re cautious about where they’re spending, they’re going to the discount stores, and they’re just being a little bit more mindful about what they’re spending on.”

In one survey from ICSC conducted July 7-9, 55% of respondents said they had already completed their back-to-school shopping, a seven percentage-point increase from a year ago. Forty-six percent of respondents said they plan their shopping around specific promotional events like Target Circle Week, Amazon Prime Day, Walmart Deals or Labor Day sales, with nine in 10 respondents saying promotions generally influence their purchases during the back-to-school season.

“I think they’re planning their budgets around [these sales events],” Cegielski said. “Ten, 20 years ago, it was this event that you went to a couple of weeks before [school starts], you got all your school supplies, and you were done. Consumers now are really looking for the best deals that they can find.”

Ninety-one percent of back-to-school shoppers said higher prices would impact their purchasing behaviors this season, driving them to buy items on sale, buy from cheaper brands, compare prices across retailers or reuse supplies they already have, per the ICSC survey.

A separate survey from Deloitte conducted in May projected that shoppers would spend $570 per child, on average, during the back-to-school season.

“It just shows you how savvy these consumers have gotten about looking for deals — and they have this budget in their head that they’re not really moving off of,” said Lupine Skelly, retail research leader for Deloitte, adding that the average budget is down for the fifth year in a row.

Deloitte also found an increase in August spending and that less back-to-school spending was planned to be done by the end of July — 61% this year versus 66% last year. About half of parents said they were anxious about the potential for higher prices on back-to-school items, and half also said they planned to cut back in other areas to budget for back-to-school.

As customers embraced earlier shopping this year, retailers leaned into events coinciding with Amazon Prime Day in July. As Amazon extended Prime Day this year, and retailers hosting competing events followed suit. Walmart’s deals event ran more than a day longer than it did last year. Best Buy extended its summer sales event from three to seven days from 2024 to 2025.

“Retailers are pretty aware of this value-seeking consumer,” Skelly said. “They’ve trained the consumer to jump early and get into those types of promotional events.”

Meanwhile, ICSC’s Cegielski said she has heard from retailers that they are trying to keep prices low on key items by raising the price on other items to shift the higher costs from tariffs. For example, Cegielski said a retailer may have a T-shirt selling well at $5 and raise the price of something else to keep that successful price intact.

“They’re really trying to … not have to pass those costs along to the consumer on those essential items,” Cegielski said. “Will that hold true everywhere? Unfortunately not. But for things like this, I think retailers are really trying to provide the best prices to consumers where they can.”

Evolution Gaming, the leading live casino solutions provider, has secured an exclusive partnership agreement with PokerStars covering all North American markets in a landmark deal announced July 30, 2025. This strategic alliance makes Evolution the sole live casino provider for PokerStars across the United States and Ontario, Canada, significantly strengthening both companies’ positions in the rapidly expanding North American iGaming sector.

The exclusive arrangement represents a substantial evolution of the existing partnership between the two industry giants, transforming what was previously a content supply relationship into a comprehensive strategic alliance.

Under the new terms, PokerStars players across key regulated markets (New Jersey, Michigan, Pennsylvania, and Ontario) will gain exclusive access to Evolution’s complete portfolio of live dealer casino games and innovative game shows, while Evolution secures guaranteed distribution across one of the world’s most recognized online gaming brands.

Strategic Partnership Framework and Market Scope

The exclusive partnership agreement between Evolution and PokerStars represents one of the most significant content distribution deals in the North American iGaming sector. Unlike traditional supplier relationships, this arrangement creates a strategic alliance designed to maximize market penetration and competitive advantage in the rapidly evolving regulatory landscape.

Comprehensive Market Coverage

The agreement covers all major regulated online casino markets in North America:

United States Markets:

• New Jersey: The pioneering state for regulated online gambling, generating over $1.8 billion in annual online casino revenue
• Michigan: The largest market by population, with over 10 million residents and rapidly growing online casino adoption
• Pennsylvania: A mature market with established player bases and strong revenue generation
• Future State Markets: The partnership framework includes provisions for expansion as additional states regulate online gambling

Canadian Markets:

• Ontario: Canada’s largest provincial market with over 14 million residents and growing regulatory framework

Marcus Huber, Chief Commercial Officer North America at Evolution, emphasized the comprehensive nature of the agreement: “We are delighted to be continuing our long-standing partnership with PokerStars. This agreement is a testament to the strength of our relationship and our shared commitment to delivering the very best Live Casino experience to players across the U.S.”

Exclusive Content Portfolio

Under the partnership terms, PokerStars gains exclusive access to Evolution’s complete live casino portfolio across North American markets:

Core Live Casino Games:

• Multiple variations of Blackjack, including Power Blackjack and Free Bet Blackjack
• Comprehensive Roulette offerings including American, European, and specialized variants
• Baccarat tables with various betting limits and VIP options
• Traditional casino table games adapted for live dealer presentation

Game Show Innovations:

• Crazy Time: Evolution’s flagship wheel-based game show with multiple bonus rounds
• Lightning Roulette: Enhanced roulette with random multipliers up to 500x
• Deal or No Deal Live: Licensed adaptation of the popular television format
• Monopoly Live: Board game-inspired experience with 3D bonus rounds

Emerging Product Categories:

• Live craps with authentic casino atmosphere
• First Person versions offering hybrid RNG/live dealer experiences
• Branded content developed specifically for North American audiences

PokerStars has confirmed that additional exclusive content will be introduced throughout the partnership duration, suggesting ongoing product development initiatives specifically designed for this collaboration.

Competitive Advantages and Market Differentiation

The exclusive nature of this partnership creates substantial competitive advantages for both Evolution and PokerStars in an increasingly crowded North American iGaming market. These benefits extend beyond simple content access to encompass strategic positioning and operational efficiency.

Evolution’s Market Position Enhancement

For Evolution, the exclusive agreement with PokerStars provides several critical benefits:

Guaranteed Distribution Channel: The partnership ensures Evolution’s content reaches PokerStars’ extensive player base without competition from other live casino providers. This guaranteed distribution reduces customer acquisition costs while providing predictable revenue streams.

Market Share Protection: By securing exclusivity with one of North America’s largest operators, Evolution effectively prevents competitors from accessing this significant distribution channel. This defensive strategy becomes increasingly important as the live casino supply market grows more competitive.

Premium Positioning: Association with PokerStars’ premium brand enhances Evolution’s market positioning and supports premium pricing strategies for future partnerships with other operators.

Data and Analytics Access: The exclusive partnership provides Evolution with comprehensive data on player preferences, game performance, and market trends across PokerStars’ diverse player base. This intelligence supports product development and market expansion strategies.

PokerStars’ Competitive Differentiation

From PokerStars’ perspective, the exclusive Evolution partnership delivers substantial competitive advantages:

Content Moat: Exclusive access to Evolution’s portfolio means competitors cannot offer identical live casino experiences, creating a meaningful differentiator in markets where operators often feature similar game selections.

Player Acquisition Tool: Evolution’s industry-leading live casino products serve as powerful player acquisition tools, particularly valuable given research showing 60% of online casino players prioritize live dealer experiences.

Retention Enhancement: The comprehensive nature of Evolution’s offering, combined with regular content updates and new game releases, provides ongoing reasons for players to remain engaged with the PokerStars platform.

Operational Efficiency: Working exclusively with Evolution eliminates the complexity of managing multiple live casino providers, reducing operational overhead while ensuring consistent quality across all live dealer offerings.

Financial Implications and Market Value

While specific financial terms of the exclusive partnership have not been disclosed, industry analysts suggest the agreement represents substantial value for both companies based on current market dynamics and growth projections.

Revenue Impact for Evolution

Evolution’s exclusive arrangement with PokerStars is expected to significantly impact the company’s North American revenue trajectory:

• Evolution’s U.S. iGaming revenue grew 34% in 2024, substantially outpacing the industry average of 12%
• The company currently operates four live casino studios across the United States, with capacity for additional expansion
• Exclusive partnerships typically command premium pricing compared to non-exclusive content distribution
• Market analysts project the partnership could contribute 15-20% of Evolution’s total North American revenue by 2026

“This exclusive deal with PokerStars positions Evolution as the dominant live casino provider in North America’s most important markets,” noted gaming industry analyst Rebecca Martinez of Jefferies. “The guaranteed distribution through PokerStars’ player base, combined with the defensive moat it creates against competitors, represents exceptional strategic value.”

Commercial Benefits for PokerStars

For PokerStars, the exclusive Evolution partnership supports several key commercial objectives:

Market Share Growth: Access to Evolution’s premium live casino content supports PokerStars Casino’s positioning as “the fastest growing online casino in the world,” according to parent company Flutter Entertainment.

Player Value Optimization: Live casino players typically demonstrate higher lifetime values than slots-only customers, making Evolution’s content particularly valuable for player portfolio optimization.

Cross-Sell Opportunities: The comprehensive live casino offering provides opportunities to migrate poker players to casino products, increasing overall player value and platform engagement.

Brand Premium: Association with Evolution’s industry-leading products enhances PokerStars’ premium brand positioning in competitive North American markets.

Market Growth Context

The partnership’s value is enhanced by the broader growth trajectory of the North American live casino market:

• U.S. online casino revenue reached $7.5 billion in 2024, with live dealer games representing approximately 18% of total handle
• Market projections suggest U.S. live casino gaming will reach $14.2 billion by 2029
• Six additional states covering 50 million residents are currently considering online gambling legalization
• Interstate compacts are creating shared liquidity pools that enhance market efficiency and profitability

Regulatory Compliance and Operational Excellence

Evolution’s partnership with PokerStars benefits from the supplier’s comprehensive regulatory compliance framework and operational infrastructure. This foundation enables seamless operation across multiple jurisdictions while maintaining the highest standards of player protection and game integrity.

Regulatory Authority and Licensing

Evolution maintains licenses and certifications across all relevant North American jurisdictions:

Federal Requirements:

• FinCEN registration for money services business operations
• Compliance with federal anti-money laundering (AML) regulations
• Adherence to responsible gambling standards across all markets

State-Level Authorization:

• New Jersey Division of Gaming Enforcement licensing and certification
• Michigan Gaming Control Board approval for live casino operations
• Pennsylvania Gaming Control Board licensing for interactive gaming
• Ontario iGaming Ontario registration and compliance

Technical Certification:

• Random number generator certification for hybrid products
• Game fairness testing by approved independent laboratories
• Cybersecurity compliance including data protection standards
• Responsible gambling tool integration and effectiveness verification

Operational Infrastructure

Evolution’s North American operations include sophisticated infrastructure designed to support exclusive partnerships like the PokerStars agreement:

Studio Network:

• Four dedicated live casino studios across the United States
• Redundant systems ensuring 99.999% uptime reliability
• Capacity for 24/7 operations with professional dealer staff
• Scalable infrastructure supporting rapid market expansion

Technology Platform:

• Proprietary streaming technology with sub-second latency
• Multi-language support for diverse player bases
• Mobile-optimized experiences across all devices
• Seamless integration with operator platforms and payment systems

Quality Assurance:

• Comprehensive dealer training programs ensuring consistent experiences
• Real-time monitoring of all game sessions
• Sophisticated fraud detection and prevention systems
• Continuous audio and video quality optimization

Industry Context and Competitive Landscape

The Evolution-PokerStars exclusive partnership emerges against a backdrop of intensifying competition in the North American live casino market. Understanding this competitive context illuminates the strategic significance of the agreement for both companies.

Live Casino Market Evolution

The North American live casino sector has undergone dramatic transformation since the first regulated launches in New Jersey in 2013:

Market Development Phases:

1. Introduction Phase (2013-2018): Limited offerings with basic table games and single-provider dominance
2. Growth Phase (2019-2022): Market expansion with multiple providers and enhanced game varieties
3. Maturation Phase (2023-Present): Premium positioning through exclusive content and sophisticated experiences

“We’re now seeing the live casino market enter a maturation phase where content differentiation becomes the primary competitive battleground,” explained gaming consultant Patricia Rodriguez. “Exclusive partnerships like Evolution-PokerStars represent the natural evolution of this competitive dynamic.”

Competitive Positioning

Evolution’s exclusive agreement with PokerStars significantly impacts the competitive landscape:

• Market Leadership Reinforcement: Evolution already commands approximately 70% of the regulated U.S. live casino market, and the PokerStars exclusivity further consolidates this position.
• Competitive Response: Other live casino providers, including Playtech, Pragmatic Play Live, and Authentic Gaming, may need to pursue their own exclusive arrangements to maintain competitive relevance.
• Operator Pressures: Competing operators now face pressure to differentiate their live casino offerings through alternative providers or proprietary content development.
• Innovation Acceleration: The competitive pressure created by exclusive content arrangements is likely to accelerate innovation across the live casino supply chain.

Technology Integration and Player Experience

The Evolution-PokerStars partnership leverages cutting-edge technology to deliver seamless live casino experiences that meet the elevated expectations of North American players. This technological foundation enables the partnership to deliver on its promise of premium, differentiated content.

Advanced Streaming Technology

Evolution’s streaming infrastructure provides the technological backbone for the PokerStars exclusive experience:

• Ultra-Low Latency: Sub-second streaming delays enable real-time interaction between players and dealers, crucial for live betting and social engagement.
• Adaptive Quality: Automatic adjustment of video quality based on connection speed ensures optimal experiences across varying network conditions.
• Multi-Camera Angles: Professional broadcast-quality production with multiple camera angles providing immersive viewing experiences.
• Mobile Optimization: Dedicated mobile interfaces ensuring full functionality across smartphones and tablets.

Interactive Features and Social Elements

The partnership emphasizes social interaction and community building through sophisticated chat and interaction systems:

• Live Chat Integration: Real-time communication between players and professional dealers creates authentic casino atmosphere.
• Multi-Player Tables: Shared gaming experiences with multiple players at individual tables foster community engagement.
• VIP Experiences: Dedicated high-limit tables with specialized dealers for premium players.
• Gamification Elements: Achievement systems and loyalty integration supporting long-term player engagement.

Future Expansion and Development Opportunities

The exclusive Evolution-PokerStars partnership establishes a foundation for continued expansion and innovation as the North American iGaming market continues to develop. Both companies have outlined plans for ongoing development within the partnership framework.

Market Expansion Potential

The partnership structure accommodates expansion into additional North American markets as regulatory frameworks develop:

Target Markets for Expansion:

• Connecticut: Recently regulated with strong tourism appeal
• New York: Largest potential market with preliminary regulatory discussions underway
• Illinois: Mature sports betting market considering online casino expansion
• Indiana: Adjacent to Michigan with growing iGaming interest

Product Development Pipeline

Evolution has indicated that the PokerStars partnership will include ongoing product development specifically tailored for North American audiences:

Planned Developments:

• Localized game shows incorporating North American cultural elements
• Sports-themed live casino games leveraging PokerStars’ sports betting integration
• Branded content utilizing PokerStars’ intellectual property
• VIP experiences designed for high-value North American players

Interstate Compact Integration

The partnership positions both companies to benefit from emerging interstate compact arrangements:

Multi-State Internet Gaming Agreement (MSIGA): Current discussions between Michigan, New Jersey, and Pennsylvania could create shared liquidity pools that enhance the value of exclusive content arrangements.

Operational Efficiency: Shared player pools reduce the infrastructure requirements for supporting premium live casino experiences across multiple markets.

Enhanced Liquidity: Larger player pools support more diverse betting limits and specialized tables within the exclusive framework.

Conclusion: Setting the Standard for Premium Live Casino Partnerships

The exclusive partnership between Evolution and PokerStars represents a watershed moment in the North American live casino market, establishing new standards for strategic cooperation between suppliers and operators. By combining Evolution’s industry-leading technology and content with PokerStars’ premium brand and extensive player base, the agreement creates a formidable competitive alliance positioned to capitalize on continued market growth.

For Evolution, the partnership provides guaranteed distribution across one of North America’s most valuable player bases while creating defensive barriers against competitive encroachment from crypto casino sites. The exclusive arrangement enables Evolution to optimize resource allocation and product development specifically for PokerStars’ audience while maintaining its market-leading position.

For PokerStars, exclusive access to Evolution’s portfolio creates meaningful differentiation in increasingly competitive markets. The partnership supports the company’s “fastest growing online casino” positioning while providing ongoing content innovation that enhances player acquisition and retention efforts.

As the North American iGaming market continues its rapid expansion, with projections suggesting growth to $14.2 billion by 2029, exclusive partnerships like Evolution-PokerStars may become the dominant model for premium content distribution. The success of this collaboration will likely influence strategic decision-making across the industry, potentially accelerating the trend toward exclusive arrangements between leading suppliers and operators.

The Evolution-PokerStars partnership demonstrates how strategic alliances can create value that exceeds the sum of individual company efforts, setting a new benchmark for collaboration in the North American iGaming sector. As both companies continue to innovate within this exclusive framework, their partnership will serve as a case study for effective strategic cooperation in the rapidly evolving world of regulated online gambling.

References

1. Evolution. (2025, July 30). “Evolution and PokerStars Extend Partnership in North America.” 
2. MarketScreener. (2025, July 30). “Evolution signs exclusive partnership agreement with PokerStars.”
3. AInvest. (2025). “Evolution’s Strategic Partnership with PokerStars: A Catalyst for Growth in the U.S. Live Casino Market.”

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