Scientific Games enters live casino market

Simona Boshkova | Published 4 Nov 2021, 9:42 a.m.

Scientific Games is a world-leading provider that creates top-notch slot games, as well as systems and services for casino, lottery, social gaming, online gaming and sports betting. The company has recently come up with a few announcements, introducing that it decided to sell OpenBet and launched a lottery game technology.

Now, Scientific Games is making its first move into the live casino industry, significantly increasing its product portfolio. Namely, the company has acquired Authentic Gaming, a well-known provider of premium live casino solutions. The partnership will allow Scientific Games to supply its live casino products all over the world.

Another milestone in SG’s strategic plan

The live casino market is constantly increasing and contains about 30% of the overall iGaming market. Representing a new era for online casinos, live casinos are a huge thing and will continue to rise in the upcoming years. That’s why this acquisition is another milestone in Scientific Games’ strategic plan to become a leading gaming provider.

Authentic Gaming is a Malta-based provider with a range of live casino products that are featured on the most popular online casinos. At the moment, the company supplies more than 30 operators with live casino products, including Entain, LeoVegas, and Mr Green. 

Scientific Games plans to further expand Authentic Gaming’s products across the US market. This includes establishing new US-based studios that will enable the company to offer targeted products for US operators.

Barry Cottle, Scientific Games’ CEO, commented on the new partnership and said: “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.

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 omnichannel approach.”

Jonas Delin, CEO and Founder of Authentic Gaming, added: “Scientific Games’ leading position in the US, their focus on quality games content and market-leading iGaming platform makes them the ideal home for Authentic to expand our footprint in the US and European markets.

Our proven technology and live dealer platform are 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.”

Microgaming contributes to Safer Gambling Week 2021

The Safer Gambling Week is a campaign led by the gambling industry that aims to create a conversation with customers, staff and the wider public about safer gambling across UK and Ireland. It’s currently running, from 1st to 7th of November.

Microgaming, one of the oldest and most recognisable names in the iGaming market, has contributed to the Safer Gambling Week 2021 campaign by reinforcing its commitment to promoting safer gambling. The company noted that it has broadened its scope to support more responsible gambling charities. This will be achieved through Microgaming’s PlayItForward social responsibility programme.

The programme has widened its reach to Betknowmore UK, which received a donation to cover the cost of a year-long trial for weekly peer-led group therapy for women. Microgaming has also sponsored a gaming and gambling project for young people by Isle of Man-based Motiv8 IOM. Plus, the provider covered the promotional costs for a month-long social campaign for GamCare’s National Helpline.

John Coleman, CEO at Microgaming, commented: “We’re proudly standing in solidarity with all areas of our industry to support the Safer Gambling Week initiative, with a calendar of events to promote the Responsible Gambling message across our business.”

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