Scientific Games takes its first step in the Live Casino vertical with this buyout
For Scientific Games (SG), becoming the number 1 platform provider is part of their long-term vision. To ensure the content distributor continues positioning itself for the years to come, they’ve recently acquired Authentic Gaming (AG).
This acquisition surprised many online gambling experts. To this day, SG invested in RNG game studios and on its sportsbook vertical. Now get ready for Scientific Games Live Casino.
Yet, the popularity of live casino games in North America is undeniable. Indeed, globally live blackjack, roulette, poker, baccarat, and other live casino games, entice around 30% of gamblers. So when knowing this, it’s easy to understand why SG opted to beef up its in-house capability to become a world leader in the live casinos too. But, they have a difficult market climb ahead. Companies such as Evolution and Playtech have had years to develop an exciting Live product range. But Rome wasn’t built in a day. And nor will the online gambling industry.
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Scientific Games Live Casino – Getting to know AG and what they do
Because AG doesn’t yet have a license to offer its games in New Jersey, Pennsylvania, Michigan, West Virginia, or Delaware online casinos, it’s normal for gamblers not to know this company. But they pride themselves in creating Live dealer games “that Players Come Back to,” as they say. So, it’s no wonder 30+ European online entertainers such as 888 Casino have opted to give their patrons access to AG’s range. What’s more, AG’s live casino proposition is also appealing for online casinos because their games are cutting edge. And because of their strong focus on smartphone user experience. But they also stream the action from some of the best and most luxurious casinos around the globe. Some of you may be interested in knowing that AG doesn’t copy casino games. All their titles must have the “authentic” touch. So that’s why they stand out.
What are the next moves for the new partners to conquer the USA
Experts agree this acquisition is an important milestone. And one that could reshape the online gambling landscape in North America. But their path to success will need significant efforts. This is because they are years behind the market leaders Evolution and Playtech, who are already live. In fact, for AG’s games to go live in the USA, SG will first need to look into building new live studios based in the markets they’ll target. After that, the hard work will continue.
Indeed, the pair will need to look for “localized product for operators across regions,” as the press release hints. This could mean releasing blackjack tables with the NHL Devil’s logo for New Jersey online casinos (for example). But the company’s strategy for the USA should be clearer once the live studios are up and running.
SG is in a unique position – Scientific Games Live Casino
Once SG completes the steps to bring live casino games to market, they’ll be “uniquely positioned to continue entertaining players,” as Dylan Slaney, Scientific Game‘s CEO iGaming, pointed out. There are few companies in the USA which rule the slots vertical. And lead sportsbook and Live casinos at the same time.
Now, if we were betting people, we’d put some money on Evolution responding to this news with yet another acquisition. But this time, one that could solidify the suppliers positioning in sportsbooks. Playtech, in our opinion, isn’t likely to have such a reaction. They’re currently merging with Aristocrat, as we understand. But once the $3.75 billion buyouts are complete. Nothing would stop Aristocrat from giving SG a good run for market shares. But only time will tell if these predictions are accurate. So come back to blackjack.me for more updates.
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