Scientific Games signals live casino push with Authentic Gaming acquisition
Las Vegas-headquartered supplier targets US igaming market amid “strong ambition” to challenge for supplier market share
Scientific Games has agreed a deal to acquire live casino supplier Authentic Gaming.
Financial terms of the deal have not been disclosed by either party, although Scientific Games has hailed the deal as “another milestone” on its path to becoming a global cross-platform content supplier.
The Las Vegas-headquartered supplier cited strengthened in-house development capabilities, as well as the ability to further leverage content IP arising from the deal.
“Scientific Games has strong ambitions to further extend Authentic Gaming’s product offering across the US market,” Scientific Games said.
“This includes creating new studios based in the US, enabling the company to offer a localised product for operators across the region,” the firm added.
The expansion into live casino gaming will see Scientific Games attempt to take marketshare away from Evolution, which is by far and away the market leader both in the US and internationally.
Specialising in live roulette, Authentic Gaming products are currently integrated with more than 30 European operators including Entain, 888, Betway and LeoVegas.
The Malta-based firm recently added to its live casino portfolio with the addition of live blackjack, while baccarat features in its upcoming product roadmap.
Scientific Games igaming CEO Dylan Slaney welcomed the acquisition, saying he was excited to work with the Authentic Gaming team.
“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,” Slaney explained.
These sentiments were echoed by Scientific Games CEO Barry Cottle, who cited the impact of the firm’s product portfolio on Scientific Games’ wider igaming offering.
“The collective power of Authentic, our proven table games titles and our OpenGaming platform allow us to capitalise on a growing US market opportunity with our unique omni-channel approach,” Cottle added.
Authentic Gaming enters the Scientific Games business at a time of significant change following its decision to becoming a more content-led business focusing on igaming, a move which has seen the firm divest both its sports betting and lottery holdings.
The firm joins online casino content development firm Lightning Box Games, which was acquired by Scientific Games in August.