US – Scientific Games acquires Sideplay Entertainment to expand iLottery businessBy Lewis - 24 August 2021
Scientific Games has signed an agreement to acquire Sideplay Entertainment, a digital “eInstant” content studio, to expand Scientific Games’ portfolio of iLottery content and accelerate the global market penetration of its iLottery business, subject to final regulatory approval.
Sideplay is the primary supplier of digital eInstant games to the UK National Lottery, one of the largest interactive lotteries in the world. In North America, Scientific Games is the exclusive distributor of Sideplay’s top-performing content for iLottery programmes, including the Pennsylvania Lottery and Loto-Québec.
SG has stated that the combination of Sideplay’s portfolio of digital games and content distribution technology with its iLottery platforms and digital solutions will increase player engagement and drive further growth of the company’s iLottery solutions in markets around the world.
“We’re excited to welcome Steve Hickson and the entire Sideplay team to Scientific Games Lottery Group to help us advance our strategy as a growth company delivering the best retail and digital content, platforms and game category services that maximise proceeds for our lottery customers,” said Pat McHugh, Lottery Group Chief Executive for Scientific Games.
“Sideplay’s highly-experienced digital game developers have a proven track record of delivering exceptional iLottery content to market quickly. We have already integrated Sideplay’s digital games into our iLottery platforms, and combining their unique approach to game development for Scientific Games’ more than 20 iLottery customers worldwide will accelerate our iLottery offerings for our customers and their players.”
Steve Hickson, Founder and Director of Sideplay, and the entire Sideplay team will join Scientific Games Lottery. “All of us at Sideplay are thrilled to be joining forces with Scientific Games Lottery Group, one of the world’s leading lottery suppliers,” added Hickson.
“Our goal has always been to be the best at what we do, and this transaction shows that we have in fact achieved that level of success. We are excited to leverage Scientific Games’ global lottery footprint and create the future of iLottery together.”