Kings Entertainment explores entering the metaverse

Kings Entertainment – the parent company of global lottery brands LottoKings and WinTrillions – has announced it plans to research and develop strategies for its entry to the metaverse it calls “the next frontier of online gaming”.

In preparation for its intended launch, Kings has acquired a “soon-to-be-revealed” URL and is exploring purchase options in the Vegas City area of Decentraland.

Kings said it sees the virtual world as the future of iGaming and confirmed the company had already signed an agreement with a global digital asset investment and capital markets advisory firm.

Steve Budin, Kings Entertainment CEO, revealed the company was very focused on its role as innovators within the gaming industry by “continually pushing the boundaries to create the next great experience for players”.

“In 1997, when others were taking telephone sports wagers, I was developing an internet strategy — now, it’s time to prepare for the next evolution of online entertainment, the metaverse,” he said.

Kings is looking to leverage the firm’s blockchain expertise and its network of so-called “metaverse experts” as it takes its first, tentative steps into this new, virtual frontier.

This is a 3D virtual world where users may buy plots of land as NFTs, a unique, non-interchangeable unit of data stored in a digital ledger — all players need is a VR headset.