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Gauselmann backs new German igaming brand Eyas Gaming

| By Aaron Noy
Eyas Gaming, a new online brand founded by three industry veterans and backed by Gauselmann Group, is targeting success in the newly regulated German online gaming market.
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The online gaming offering is being developed to launch in time for the opening of the German market next July. The Malta-headquartered group is currently applying for an MGA licence, and will also apply for a German online gambling licence when they are made available.

Eyas Gaming will use the Gauselmann-owned Bede Gaming platform for all its operations, and will offer Merkur online slots games from Germany-headquartered Gauselmann’s Blueprint and Edict divisions.

Michael Brady, the founder of Bede Gaming, will be chief executive of Eyas Gaming, with Bede Gaming chairman Joe Saumarez-Smith taking the same role at the new operator. Adam Joseph, formerly director of digital at Rank Group, becomes the chief operating officer of Eyas Gaming.

Saumarez-Smith said: “The regulation of the German market is a very exciting time and a huge opportunity for us. The proposed rules for the German market will present some big challenges for all operators but we think that we will be able to build a market-leading product with Merkur that is specific to the German market and the new regulatory regime.”

When purchasing a majority stake in igaming platform provider Bede Gaming in March 2020, Gauselmann said the deal would further enhance its digital offering, and leave it well-positioned to take advantage of the re-regulation of the German online gaming market from 2021.

Speaking about the creation of Eyas Gaming, Gauselmann chief executive Paul Gauselmann said: “I am thrilled about this collaboration. The operational experience of our partners in conjunction with our technological platform as well as our renowned Merkur games will enable us to successfully establish online offerings in Germany and other regulated markets.”

The Glücksspielneuregulierungstaatsvertrag (GlüneuRStV) state treaty is set to open up the online market to all products and verticals from 1 July 2021. Secretary General of European Gaming and Betting Association (EGBA) Maarten Haijer has criticised the online gaming regulations, arguing they will not be sufficient to attract players to the regulated market over unlicensed sites.

Last month, German lawmakers agreed a transition period to permit online casino games in Germany, provided operators comply with the terms of the regulatory framework due to come into force from 1 July 2021.

Per the agreement made by the country’s 16 Minister-Presidents, operators will be permitted to continue offering online slots, poker and sports betting provided they work to ensure they comply with the terms of the GlüneuRStV by 15 October.

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