Scientific Games, the parent company of Bally, is enjoying a somewhat successful 2021. The company has been busy all year, closing exclusive deals that will see its global profile rise even further. One such deal is the successful purchase of Authentic Gaming, a popular developer of live casino games. So, what’s cooking?
Although surprising, the move marks Scientific Games’ first incursion into the murky waters of live casino games. The November 3, 2021 acquisition will see SG stand toe-to-toe with leading live gaming companies like Evolution Gaming and Ezugi in the US. Scientific Games continues to expand its global footprint with the latest move giving it access to more European and American iGaming markets.
According to the company’s press release, the global live casino market stands at around 30%. In that regard, the move to purchase Authentic Gaming strengthens SG’s capabilities to develop live casino verticals that offer players immersive experiences. The deal will also allow the aggregator to leverage further its land-based relationships, content IP, and the leading OpenGaming platform.
Scientific Games has had a longstanding dream to extend its products to the regulated US iGaming markets and beyond. Of course, this includes setting up new US-based studios, which will allow SG to offer localized live products to the region’s live casinos.
“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 U.S. market opportunity with our unique omni-channel approach,” commented Barry Cottle, CEO of Scientific Games.”
Meanwhile, Dylan Slaney, Scientific Games’ CEO iGaming, was quick to welcome Authentic Gaming to the fold. He said that the deal strategically positions Scientific Gaming to offer exciting and entertaining live casino games to players across land-based and digital channels. Slaney continued that the company is excited to partner with Authentic’s talented team to enhance its iGaming proposition.
Jonas Delin, CEO and Co-Founder of Authentic Gaming, also made some kind remarks about SG Corp and the deal in general. He said that SG’s leading position, market-leading iGaming platform, and focus on quality gaming content makes them the perfect partner for Authentic Gaming’s US and Europe expansion plans.
Delin continued that Authentic’s proven live dealer platform and technology are ready for scaling, and the latest partnership will help it achieve that perfectly. To conclude, he reaffirmed Authentic’s strategy to provide premium-quality live games with attention to detail, innovation, and customer customization. All the best to the new partners!
So, what exactly is Scientific Games buying? First of all, the announcement doesn’t give away much about the deal. Like, there is no mention anywhere about the purchase price. Also, this is the second time in as many years that Authentic Gaming is changing ownership. The company was initially a subsidiary of LeoVegas, who later sold it to Genting Online for €15 million in 2019. Cunning LeoVegas made over 100% returns from the deal.
That aside, Authentic Gaming offers an expansive and innovative live casino product portfolio. As expected, the games are streamed in real-time from Authentic’s land-based casinos spread across the world. The company currently has agreements with over 30 live casino operators in Europe. Popular Authentic Gaming live games include Authentic Live Foxwood, Blaze Auto Roulette, Duo Auto Roulette, and more. All in all, Scientific Games couldn’t have inked a better deal!
