Authentic Gaming
Live opportunity
Scientific Games’ recent purchase of Authentic Gaming was designed to benefit both parties in the growing live casino segment in the US. In this interview, SG Digital’s VP Game Development Rob Procter describes the rich potential for roulette and other live dealer games.
In buying premium live casino solutions supplier Authentic Gaming, Scientific Games added a vital missing piece of the puzzle to its product offering.
The live casino market is an increasingly important product vertical for players, with an estimated 30% of the entire iGaming market now revolving around immersive, innovative and entertaining games that build on experiences traditionally found in land-based casinos.
The appetite is particularly strong in the growing US market, where the live casino segment is expanding in popularity at a rapid rate.
In this interview, we talk to Rob Procter, SG Digital’s VP Game Development, to find out why the time was right for the acquisition of a live casino company, and how the deal can significantly strengthen the company’s hand when it comes to growth in the nascent American iGaming space.
Why is the US opportunity so important when it comes to live casino products?
The land-based casino experience in the US is mainstream entertainment and is often seen as a social event opportunity. The adult population almost have an understanding of games such as blackjack and roulette built into their DNA and groups of friends will regularly spend hours at tables together. Within RNG products, this is a quality that you will very rarely find.
It follows that the live dealer segment in the US offers greater value than in many other territories, because it replicates – and we would argue, enhances – the land-based experience that players have enjoyed over the course of many decades. We have seen through data from our OpenGaming platform that this notion is backed up by the figures: live dealer games can ultimately be as big as we would like them to be. It’s just a matter of how far you are willing to go.
The competitive advantage that we confer to Authentic is the scope of our expertise within the US. Regulatory changes, new state entries and solving compliance issues are factors we have overcome time and again. While such barriers have historically been related to different product verticals, this expertise is easily transferred to live casino.
Why was the time right for this latest acquisition by Scientific Games and how does it increase your growth potential in the US?
There is no getting away from the fact that the live casino market in the US is dominated by one major player and this does present difficulties for companies looking to enter this space. However, we believe that there are also certain niches that have been under-explored within a segment that is accelerating in growth.
The time was right for us to make the move. Our goal is to have a portfolio that covers all aspects of the online gaming market and live casino was the obvious gap in that regard. We considered our options very carefully over a number of months, but it became increasingly clear that Authentic Gaming was the perfect partner as we set out to make a major impact in the vertical. There are clear opportunities for major growth, particularly in the US.
How much autonomy will Authentic continue to enjoy under the Scientific Games umbrella?
Authentic’s market knowledge is second to none and theirs has been a story of success over a number of years. They will continue to do what they do best – produce great live casino content – and our role is to facilitate that while offering additional support that can help them really put their foot down on the accelerator.
From Authentic’s perspective, Scientific Games’ level of expertise in the U.S. market is invaluable. We can help them grow by providing an increased level of operational support where it is needed and by guiding them in what is a new market for them, but one that we have a very strong legacy in. It is a partnership that we believe will be characterised by mutual success, particularly in the strategically important US.
We could have gone down the route of building live casino products from scratch. Sometimes, though, it is better to leave it to the experts. Authentic will continue to move forward thanks to their high level of skill and product knowledge, now with the backing of the Scientific Games machine.
Why did you choose to acquire Authentic Gaming, over other live casino suppliers?
It was always clear during our negotiations that Authentic has a highly engaged, skilled and enthusiastic workforce. There is a level of attention to detail and real care built into their games that we found infectious.
Small can be beautiful, too. Authentic has a set of products that is far more compact that some of its major competitors, but the fundamentals are extremely solid. We saw their titles as being built upon solid ground in terms of technological build, while also offering us the opportunity to add extra value in the future.
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Authentic Gaming
Light & Wonder Rolls Out Bespoke Sweet 16 Blackjack Title with Caesars Digital in Michigan
Provider’s Playzido platform delivers branded title to Caesars Palace Online Casino and Caesars Sportsbook & Casino in ‘The Great Lakes State’
Light & Wonder Incorporated (NASDAQ and ASX: LNW) has delivered its first customized casino title to Caesars Digital online casino platforms in Michigan via its content creation platform Playzido.
The launch sees Caesars Palace Online Casino and Caesars Sportsbook & Casino players gain access to an exclusive version of studio partner HITSqwad Gaming’s Sweet 16 Blackjack game with the iconic Caesars branding emblazoned across the table and cards. The gameplay itself puts a unique spin on the casino floor classic, where players can place a sweet 16 side bet in addition to the standard blackjack experience.
The furthering of the long-term relationship between Light & Wonder Incorporated and Caesars Digital follows Playzido’s recent entry into Michigan after securing a business-to-business (B2B) license. It underlines the wider strategy of Playzido to develop localized content alongside independent studios and provide operators with access to new gaming experiences through its proprietary Remote Gaming Server (RGS) platform.
This latest development also demonstrates the strong momentum in ‘The Great Lakes State’ for Light & Wonder Incorporated after the company recently went live with its new Premium Live Dealer product by Authentic Gaming with all games delivered from a newly-built studio situated within Michigan.
“We’re extremely proud to announce our new partnership with Caesars, undoubtedly one of the biggest global names within the casino-entertainment industry,” the founder Playzido, Stuart Banks, said. “Not only does this further establish Playzido’s market presence in Michigan but it also aligns perfectly with our strategy of empowering operators to create exclusive and branded content. We very much look forward to working closely with the brilliant team at Caesars Digital and we are super excited about the line-up of games scheduled for release in the upcoming weeks and months.”
“Providing tailored content for our players is a key focus as we strengthen our existing product portfolio across our platforms,” the Online Gaming Vice-President for Caesars Digital, Ricardo Cornejo Rivas, said. “This branded version of Sweet 16 Blackjack allows our loyal players to enjoy a fun game within a familiar setting and we are confident Light & Wonder Incorporated, Playzido and HITSqwad Gaming have produced a title that will truly resonate with our audience.”
Authentic Gaming is set to make its North American debut now that the Michigan Gaming Control Board has authorized it to livestream real-time casino table games with live dealers from a Farmington Hills studio. This brings the number of live dealer providers authorized in Michigan to three, with the other two being Playtech and Evolution.
The hybrid live/online games are offered since Oct. 5, 2023. Authentic Gaming initially will provide live dealer games through the Keweenaw Bay Indian Community with its platform provider Golden Nugget Casino under the Golden Nugget brand, and the Little River Band of Ottawa Indians with its platform provider Rush Street Interactive under the BetRivers brand.
“Live dealer online casino table games offer an immersive and engaging gambling experience that combines the convenience of online gaming with the authenticity of the environment in a land-based casino. Players can enjoy the excitement of playing their favorite casino games with real dealers in real-time, all from the comfort of their home or wherever they may be,” MGCB Executive Director Henry Williams said.
Unlike traditional online casino games that rely on computer-generated graphics and algorithms, live dealer games involve real human dealers who interact with players through live video streams. Since the games are played in real-time with real cards, dice, or wheels, players can witness the entire process together, which is particularly important for players who may be skeptical about the fairness of online casino games.
Authentic Gaming will offer a wide range of live dealer gaming options to suit different preferences — including blackjack, baccarat, and roulette — and was approved after fulfilling Michigan internet gaming regulatory requirements, including an onsite review by MGCB staff.
Authentic Gaming
LIGHT & WONDER PREMIUM LIVE DEALER BY AUTHENTIC GAMING GOES LIVE WITH BETRIVERS IN LANDMARK U.S. LAUNCH
Seven new live dealer experiences now at Rush Street Interactive’s BetRivers in Michigan
Light & Wonder, Inc. has gone live with Premium Live Dealer by Authentic Gaming in the United States for the first time, presenting players at Rush Street Interactive Inc.’s brand, BetRivers in Michigan, with new worlds of play.
All the live dealer games are delivered from Authentic Gaming’s newly built, state of the art, Michigan studio that accommodates an extensive networked live gaming floor as well as space for bespoke environments for individual operators.
Five games have been made available at launch, all streamed live from Authentic Gaming’s bespoke live casino studio in the Great Lake State. BetRivers players can enjoy a Premium Blackjack experience, as well as STADIUM BLACKJACK®, PREMIUM ROULETTE, PREMIUM BACCARAT and ALL MICHIGAN AUTO ROULETTE 
with further releases in the pipeline.
Premium game features include Make It Your Own, Side Bet Library, SHUFFLESTAR® and Pay Me Now.
The launch of Authentic Gaming’s live dealer solution in the U.S. is a significant milestone in the evolution of online casino in the country, with players benefiting from a highly customized and ultra-localized experience.
Light & Wonder Premium Live Dealer by Authentic Gaming provides innovative table games to some of the world’s leading operators, presenting a wide selection of game types to its partners.
Jonas Delin, Founder of Authentic Gaming, said: “We have worked incredibly hard to create a studio and live product that we believe will have a major impact on the online casino market across the United States. It is fantastic to have reached the stage where we are able to go live with the product through the industry leading online casino portfolio at BetRivers in Michigan.
“Ours is a premium, bespoke offering that we believe will resonate strongly with players across the U.S. and this launch represents a key stage in our growth journey.”
Richard Schwartz, Chief Executive Officer, at Rush Street Interactive, said: “We believe in creating next-level experiences for our players and Light & Wonder Premium Live Dealer by Authentic Gaming certainly fits the bill.
“Authentic Gaming has created a compelling array of content that speaks directly to the preferences of players in Michigan and this is a partnership we believe will prove to be highly successful going forward.”
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