Scientific Games Enters Live Casino Market via Authentic Gaming Acquisition

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  • Written by Anette
  • Posted on November 8, 2021
Home News & Articles Scientific Games Enters Live Casino Market via Authentic Gaming Acquisition

The live casino segment has been growing in popularity over the years, attracting more and more players. Together with them, this market is attracting companies eager to get in on the action. With growth trends expected to continue in the future, we can look forward to seeing new online casino software developers venture into this lucrative segment. Recently, a well-established name in online gambling announced it would be entering the live casino market, and everybody is waiting to see what they will offer to fans of live dealer games.

Debuting in the Live Casino Market

After acquiring Authentic Gaming, one of the leading providers of high-quality live casino products, Scientific Games is ready to significantly enhance its offering by moving into this market.

The acquisition itself represents a crucial part of Scientific Games’ plans to position itself as one of the world’s leading cross platform gaming companies. The company has been investing in various growth opportunities over the last couple of years, with a particular focus on diversifying its lineup of games. In addition to that, Scientific Games continues to expand its presence in the US online gambling market.

As we already mentioned, the global live casino market has been rapidly growing, and at the moment, accounts for around 30% of the entire online gambling market. That’s why it represents an important product vertical for companies and players alike. The acquisition of Authentic Gaming will help Scientific Games further strengthen its in-house development capabilities and make the most out of its OpenGaming platform. All of this should boost its growth in the foreseeable future.

Further Expanding Authentic Gaming’s Presence

Authentic Gaming is one of the most reputable providers of live casino content for players in the European market. Headquartered in Malta, the company boasts an impressive portfolio developed with a particular focus on player preferences and market trends. Authentic Gaming’s products can currently be found at more than thirty European operators, including Leo Vegas, 888Casino, Betway, Mr Green, Entain, and many more.

The supplier is known for its live roulette games, which deliver thrilling casino experiences to a wide variety of devices. Its exciting live dealer games are not only streamed from a state-of-the-art studio but also from the floors of some of the most luxurious land-based casinos. Apart from live roulette, Authentic Gaming offers live blackjack, while the live variant of baccarat should soon find its place in the company’s lineup.

Authentic Gaming Live Roulette
SG Gaming enters the live casino market after buying Authentic Gaming.

Scientific Games plans to further expand Authentic Gaming’s market positions by offering the developer’s products to customers across the US. The gaming giant intends to open new US-based live studios, allowing it to create localised products for operators in the region.

Commenting on the new acquisition, Barry Cottle, Chief Executive Officer at Scientific Games, said they were thrilled to welcome Authentic Gaming to their family and pointed out he was looking forward to expanding the premium product portfolio.

Cottle explained that with the help of Authentic Gaming’s power and Scientific Games’ table games and OpenGaming platform, the company would be able to use its omnichannel approach and seize the opportunity to boost its growth in the US.

Scientific Games’ position in the US market and its focus on quality gaming platforms and content should help Authentic Gaming boost its presence in Europe and the US. The developer’s live dealer platform is sure to allow Scientific Games to expand and further diversify its offering. The latest acquisition should positively impact both sides and could be a game-changer in the rapidly-growing segment in the online gambling industry.

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