Scientific Games announces entry into live casino market; acquires Authentic Gaming

In keeping with its global expansion ambitions, Las vegas-based gambling company Scientific Games Corporation (NASDAQ: SGMS) has made its move into the live casino vertical through the acquisition of Authentic Gaming.

The investment bolsters Scientific Games’ in-house development capabilities to build live casino products, particularily for the booming U.S. market where the supplier anticipates establishing new studios to offer localized products for operators throughout the region.

Commenting on the new addition, Barry Cottle, Chief Executive Officer for Scientific Games said they are “thrilled” that Authentic Games has joined the Scientific Games’ family and expand their premium product portfolio as they implement their vision to become “the leading, cross-platform global game company.”

Market opportunities:

The CEO explained…

“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.” said Barry Cottle, CEO of Scientific Games.”

Authentic Gaming, which is based in Malta, has buit a reputation as a live roulette specialist, streaming its cutting-edge games from a state-of-the-art studio and some of the most luxurious casino resorts in the world. The Sliema-headquartered firm recently expanded its portfolio, adding live blackjack, while its upcoming product roadmap will feature baccarat.

The supplier also recently made its South Africa debut with online betting and gaming company Betway Group, which followed its entry into Spain with Entain for five live roulette installations in the Gran Via Casino, Madrid. Other clients include leading brands such as 888, LeoVegas, Mr Green, GentingBet among others.

Studio expansion:

“Scientific Games’ leading position in the US, their focus on quality games content and market-leading iGaming platform make them the ideal home for Authentic to expand our footprint in the US and European markets,” said Authentic Gaming Chief Executive Officer and founder Jonas Delin. “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.

“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 corner stones 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.”

Also commenting, Dylan Slaney, Chief Executive Officer iGaming for Scientific Games, said that Authentic joining Scientific Games uniquely positions the company “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.”

Slaney adds that they are “excited” to work with Authentic’s talented team to enhance their iGaming proposition for operators and player alike.

Lottery dump:

The acquisition is hot on the heels of Scientific Games’ announcing the divestiture of its global lottery business to Brookfield Asset Management subsidiary, Brookfield Business Partners L.P. (NYSE:BBU), for $6.05 billion. The deal is expected to close during the second quarter of 2022.