Interactive
US – Scientific Games enters live casino market with Authentic Gaming acquisition
By Phil - 3 November 2021
Scientific Games has acquired Authentic Gaming in a move which marks the company’s first move into the live casino market.
“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,” explained Barry Cottle, CEO of Scientific Games.
“The collective power of Authentic, our proven Table Games titles and our OpenGaming platform allow us to capitalise on a growing U.S. market opportunity with our unique omni-channel approach.”
Globally, the live casino market comprises approximately 30 per cent of the iGaming market. Scientific has said the acquisition strengthens the company’s in-house development capabilities to build live casino products, allowing the company to further leverage its content IP, land-based relationships and OpenGaming platform.
Based in Malta, Authentic Gaming has a history of providing the European iGaming market with a range of live casino products that have been shaped with player preferences and market trends in mind. The company is currently integrated with over 30 European operators, including Entain, 888, Betway Group, LeoVegas, and Mr Green.
Authentic has built a reputation as specialists within live roulette, bringing casino experiences to players on desktop and mobile devices. These include titles that are streamed directly from a state-of-the-art studio and the floors of some of the world’s most luxurious casino resorts, as well as a range of auto-roulette games. The provider recently improved its portfolio with the addition of live Blackjack, while Baccarat features in its upcoming product roadmap.
Jonas Delin, CEO and founder of Authentic Gaming, commented: “Scientific Games’ leading position in the U.S., their focus on quality games content and market-leading iGaming platform make them the ideal home for Authentic to expand our footprint in the U.S. and European markets.
“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 customisation 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.”
Scientific Games has ambitions to extend Authentic Gaming’s product offering across the U.S. market. This includes creating new studios based in the U.S., enabling the company to offer a localised product for operators across the region.
“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.
“We are excited to work with the talented team at Authentic to enhance our iGaming proposition for both operators and players,” added Dylan Slaney, CEO iGaming, at Scientific Games.
