Shuffle Master and Ongame unveil new alliances

r network Ongame and suppliers Shuffle Master have agreed two new deals in the online gaming space.

The first sees the pair team up with manufacturers Bally Technologies to establish a business-to-business online partnership.

The strategic alliance, which sees Ongame interface with Bally's iGaming platform, will enable all three companies to offer a “unique poker and iGaming platform solution”, expanding their online gaming presence globally.

Earlier this year Shuffle Master announced an agreement to purchase Ongame Network for a total consideration of up to €29.5m.

Shuffle Master chief executive Gavin Isaacs said: "We are confident that this relationship will create the opportunity for gaming operators to control their data, establish liquidity, and ensure their suppliers are truly committed to a B2B model.”

Bally Technologies' vice president of business development John Connelly added: “Bally's objective is to place the control in the hands of the operator. We are providing the necessary tools to have a single view of the player by incorporating existing and online gaming systems.”

The second deal has been agreed between Shuffle Master, Ongame and providers Aristocrat Technologies.

The strategic relationship will bring together Aristocrat's nLive iGaming platform with an online poker solution.

Aristocrat will make Ongame’s poker content available to their casino customers, allowing operators access to a larger liquidity pool and network.

nLive is a turnkey casino solution which is branded to the casino operator rather than Aristocrat, while its nLiveLink feature links a casino's online operation to its land-based CMS via Aristocrat's Oasis 360 management system.

Aristocrat's vice president of systems sales & marketing Kelly Shaw said: “It is our intent to offer customers the opportunity to participate in a combined liquidity pool that will be beneficial to their customers and to the operators themselves."

Shuffle Master’s Gavin Isaacs added: “Deals such as this are part of our strategy for Ongame upon our closing of the acquisition, and we are very excited that they are starting these integration opportunities prior to our bringing Ongame into the Shuffle Master family.”