Scientific Games Buys Authentic Gaming to Enter the Live Casino Market

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2022-03-10

Benard Maumo

These days, almost all online casino game developers want a piece of the live casino cake. But although the likes of Evolution and Ezugi widely dominate the industry, Authentic Gaming is giving them a run for their money. Because of AG’s prowess in the live casino industry, Scientific Games (SG) decided to purchase the brand for an undisclosed fee in November 2021. So, what’s the deal about?

Scientific Games Buys Authentic Gaming to Enter the Live Casino Market

Debut into the live casino space

The deal marked a significant milestone for Scientific Games, which is yet to enter the live casino scene. This is in line with SG’s long-term goals of strategic investment opportunities and game diversification. The deal is another evidence of the company’s commitment to conquering the US and European markets. Remember that the global market share of live casino gambling is roughly 30%, which is too good to ignore.

Meanwhile, it’s an open secret that Malta-based Authentic Gaming is a leading game developer for land-based and live online casinos. The developer is famous in the European market, thanks to its entertaining live casino verticals created with market trends and player tastes in mind. Authentic Gaming currently powers 30+ live casinos, including 888 Casino, Leo Vegas, Mr Green, and so on. 

It’s also worth noting that Authentic Gaming has a well-deserved reputation as one of the best live roulette specialists. Their live roulette variants give players an exciting experience, whether on mobile or PC. These games are streamed in crisp-clear HD quality from state-of-the-art studios and some of the most luxurious land-based casinos in the world. Their live portfolio also includes games like auto roulette and live blackjack. 

What they said about the agreement

The two companies didn’t waste any time to shower the deal with praises. Here is what they said:

“We are thrilled to have Authentic Gaming join the Scientific Games family and expand our premium product portfolio as we execute on our vision to become the leading, cross-platform global game company. The collective power of Authentic, our proven Table Games titles and our OpenGaming platform allow us to capitalize on a growing US market opportunity with our unique omni-channel approach.” Barry Cottle, Scientific Games CEO.

On the other hand, Dylan Slaney, Scientific Games CEO iGaming, said: “As a result of welcoming Authentic to Scientific Games, we will be uniquely positioned to continue to excite and entertain players to capture both the growth opportunities that exist within Live Casino and the convergence of players globally across digital and land-based channels by providing leading immersive experiences. We are excited to work with the talented team at Authentic to enhance our iGaming proposition for both operators and players.”

Jonas Delin, CEO and founder of AG, commented, “Scientific Games’ leading position in the US, their focus on quality games content and market-leading iGaming platform makes them the ideal home for Authentic to expand our footprint in the US and European markets. Our proven technology and live dealer platform is ready for scale and now, as part of Scientific Games, we are able to embark on our studio expansion and game diversification strategy in full force.”

Finally, Delin added, “Our strategy is driven by a relentless focus on delivering premium quality live dealer content where attention to detail, customer customization, and innovation are the cornerstones that our unique live dealer games are based on. This partnership will propel this mission and be a game-changer in the fastest growing segment in the gaming industry.”

Scientific Games drops the SciPlay deal

In other related news, SG announced on December 22, 2021, that it had dropped the ambitious plan to purchase 19% equity interest in SciPlay. Instead, the company will retain its 81% stake at the aggregator and focus on becoming the leading cross-platform game developer. 

The aggregator also took this opportunity to announce the sale of its sports betting and lottery businesses for a deal worth $7 billion. These deals are expected to finalize in Q2 of 2022. The funds will enable SG to invest in core businesses that will spur its growth strategies. 

Then, recently in January 2022, SG announced that its US footprint was set to grow even wider after inking an aggregation deal with the award-winning studio, Wazdan. The two companies will cooperate to offer New Jersey and West Virginia players high-quality mobile-friendly games as of Q1 of 2022. Games like Relic Hunters, Power of Gods, and Black Horse Deluxe will be available.

Something about Scientific Games

Scientific Games (SG) is a leading gaming developer in the lottery and online gambling industry. The company boasts 85 years of experience and is headquartered in Las Vegas. In the online casino industry, SG is popular for its entertaining titles like Buffalo Spirit, Black Knight, Kronos, and Super Jackpot Party. And, of course, the addition of Authentic Gaming’s live variants will only make this collection more diverse.

Best gambling quote: “Successful gamblers always have two things on their lips: Silence and a smile”

Favorite Casino Game: Blackjack

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