Scientific Games enters live casino market with acquisition of Authentic Gaming

By Dominic Marius-Markham

Scientific Games has acquired Authentic Gaming, marking the company’s first foray into the live casino market.

The provider has long held ambitions of becoming the go-to firm in the field of cross-platform global gaming, with this purchase bringing Scientific Games one step closer to achieving that goal. Live casinos represent a significant segment of the iGaming market — approximately 30% — and Authentic has accrued a reputation as one of Europe’s leading live casino content providers.

That said, the supplier still remains some way behind market leader Evolution in this area.

“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,” said Barry Cottle, Scientific Games’ CEO.

“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.”

The Malta-based company currently has deals with over 30 operators, including big names like Entain, 888, Betway, LeoVegas and Mr Green. Accordingly, Scientific wants to capitalise on Authentic’s expertise to strengthen its own in-house development capabilities.

But SG’s designs for Authentic extend across the Atlantic as it intends to grow the company’s stateside footprint, a plan which includes the creation of new US-based studios.

Jonas Delin, CEO and Founder of Authentic Gaming, commented: “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 are 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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