Scientific Games enters live dealer casino market with Authentic Gaming purchase

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Scientific Games has announced the acquisition of Malta-based Authentic Gaming to expand into the rapidly growing Live Casino market.

Scientific Games said the purchase marks another major step in its strategy to become a digital and content led company and comes just a week after it announced the sale of its lotteries division to investment firm, Brookfield Brothers. The company gave no financial details for the purchase.

Live casino is one of the most popular product verticals in Asia and worldwide makes up about 30 percent of the global igaming market.

SG said the acquisition will strengthen its in-house development capabilities to build world-leading Live Casino products and allow the company to further leverage its content IP, land-based relationships and leading OpenGaming platform for accelerated growth in this exciting channel.

Authentic Gaming is currently integrated with over 30 European operators, including leading brands Entain, 888, Betway Group, LeoVegas, Mr Green and many others .

Scientific Games said it has strong ambitions to further 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 localized product for operators across the region.  

“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 capitalize on a growing U.S. market opportunity with our unique omni-channel approach.” said Barry Cottle, CEO of Scientific Games.

Dylan Slaney, CEO iGaming, at Scientific Games, said: “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.”

The supplier announced in June that it had carried out a strategic review and planned to divest its sports betting and lottery units to focus on its digital businesses, which it forecast would be the same scale as its land-based business in three years. In September, it announced the sale of its sports betting unit, OpenBet to Endeavour for $1.2 billion.