The Vancouver-based company, which owns LottoKings and WinTrillions, has announced its intent to research and develop strategies for, what it calls, “the next frontier of online gaming.”

In preparation for its intended entry, Kings has begun by laying some groundwork. Chiefly, it has acquired a soon-to-be revealed URL and is exploring purchase options in the Vegas City area of Decentraland.

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.

Vegas City ranks among the largest districts within Decentraland and has already received some attention from several established operators and industry insiders.

Kings has now joined these in exploring this virtual world, which it sees as the future of iGaming. To this end, the company has signed an agreement with a global digital asset investment and capital markets advisory firm.

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.

“We’re very focused on our role as innovators within the gaming industry, continually pushing the boundaries to create the next great experience for players,” said Steve Budin, Kings Entertainment CEO.

“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.”