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France – Barrière buys 60 per cent of digital creative agency Nolaroads

By - 18 September 2017

French casino and hotel group Lucien Barrière Group announced is continuing its digital transformation by taking a majority stake of 60 per cent in a company called Nolaroads, an agency specialising in digital transformation and mobile applications.

It expects to have a Barrière-branded mobile gaming app by the end of next year.

Created in 2012 by François Ringard, Nolaroads is a communication agency for DNA startups. It employs 25 people with expertise covering strategy, data, game design, creation and technological development.

Barrière and Nolaroads first worked together in the summer of 2015 when Barriere wanted to redesign its Casinos site. With this first joint project and a shared vision of the evolution of the casino business, Barrière decided to build on this first project to develop its presence in the digital gaming market.

In October 2016, the Barrière Pocket Casino, Barrière’s first mobile gaming application that offers a slot variant, with the aim of extending the casino experience outside its premises, continued the relationship. This first gaming app quickly reached 40,000 downloads and fulfilled the objective of gamifying Barrière’s relationship with its customers, following on from its CRM program. Thanks to its success, a new game of blackjack was launched using the theme of the Musketeers on the Barrière Pocket Casino in July 2017.

Barrière stated: “The objective of this acquisition is the creation for Barrière of a new branch of activity to complement our historical businesses that are casinos, hotels, restaurants. This will focus on the production of mobile games in free to play in France and abroad. The first is due to be released by the end of 2018. This activity will generate 100 per cent online revenues for the Group. ”

Dominique Desseigne, Chairman of the Management Board of the Barrière Group, said: “Investing in the mobile gaming world and, more recently, eSports with Webedia is part of our drive to conquer new customers, including the Millenials, of which over 80 per cent are gamers. I am proud to see our Group invest in this new sector of activity and very pleased with our rapprochement with Nolaroads. ”

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