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Scientific Games enters live casino market with Authentic Gaming acquisition

| By Nosa Omoigui
Scientific Games has acquired casino solutions provider Authentic Gaming, signifying the company’s first foray into the live casino market.

The deal will allow Scientific Games to build live casino products and supply them to players all over the world. It forms part of the company’s growth strategy, which includes expansion into the US igaming market and game diversification, exhibited by its acquisition of content studio Lightning Box in August.

Authentic Gaming has extensive experience in the European igaming market, supplying casino products to the likes of Betway, Entain and Mr Green. It was originally backed by LeoVegas’ venture capital arm LeoVentures, before becoming an independent subsidiary of the operator. Genting then acquired Authentic in a £15m deal, in October 2019.

Scientific Games’ CEO for igaming Dylan Slaney said the business would now be “uniquely positioned” to profit from the convergence of live and digital gaming.

“We are excited to work with the talented team at Authentic to enhance our iGaming proposition for both operators and players,” he added.

Scientific Games CEO Barry Cottle said he was “thrilled to have Authentic Gaming join the Scientific Games family”.

“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,” Cottle said.

The deal comes shortly after Scientific Games announced the sale of its lottery business to Brookfield Business Partners in a $6.05bn agreement. The business also divested its sports betting business including the OpenBet platform – selling to IMG owner Endeavor – in September.

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

“Our proven technology and live dealer platform is 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.”

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