Ladbrokes is accelerating its online drive, after buying a majority stake in a major IT supplier to Las Vegas' largest casinos.
Its $3 million (£1.9 million) purchase of a 65 percent chunk of Stadium Technology Group gives it access to technology customers such as the famed Treasure Island, Golden Nugget and Venetian hotel-casinos in the city. Stadium sells sportsbook management, monitoring and risk systems.
Ladbrokes, long-described by analysts as being "lacklustre" online, has in recent months stepped up its web efforts. It is also betting on continued soft gambling regulation, particularly in Nevada and some other US states.
The company has the option to buy the rest of Stadium should it choose to do so.
Ladbrokes chief executive Richard Glynn said: "The size of the US market and potential for positive regulatory change in the coming years make it a sensible place to establish a presence.
"Stadium Technology is already one of the key software suppliers to casinos in Nevada and Delaware and it has the potential to expand."