Swedish Mobile Gaming Giant to Develop Proprietary Content

After nine long years on the busy iGaming market, the premier GameTech company, LeoVegas, is starting its own game studio – Blue Guru Games.

This idea is based on developing new, fresh and innovative products by using state-of-the-art technology and mobile gaming solutions. The Swedish-based gaming company and provider of casino services will exclusively design games for LeoVegas operators and other close partners, while the first launch is scheduled for late 2021.

LeoVentures and 20 Years of XP

The latest arrangement regarding the establishment of a new game studio, Blue Guru Games, has been concluded through LeoVentures. According to the report, LeoVegas AB will have a share of ownership in 85%.

Right from the start, the Swedish mobile gaming company will deploy a team whose combined 20 years of experience in game development will serve as a new driving engine for lining up fresh casino offerings such as table games, video slots, progressive jackpots, video poker and live betting.

The studio is primarily focused on developing and offering games for the Group’s own brands – Royal Panda, Go Go Casino, Live Casino, BetUK, Pixel, Pink Casino and more. However, other game operators will also be supplied, since the company’s ambition is to produce at least 20 games in the coming 24 months.

“For a long time we have created exclusive games with the help of external providers, but now the time is right to take the step to do game development entirely on our own,” said recently Gustaf Hagman, Group CEO at LeoVegas.

The chief executive is confident that the company’s existing data and casino knowledge will be able to bolster innovation for creating new games, tailored for customers around the world. Expanding from localized content for individual markets to broad international landscapes, development will be coupled with a range of unique characters for marketing.

As explained by Hagman, having flexibility in producing games is a competitive advantage, giving LeoVegas who sold Authentic Gaming in October 2019 an additional boost for creating a new revenue stream over time.

First Titles Go Live This Year

Further details about starting their own software development studio reveal that Blue Guru Games will complement a portfolio of games backed by 60+ casino game providers.

As announced, the first rollouts are expected by the end of 2021. Proprietary games should also give LeoVegas IP rights, meaning they will offer greater flexibility in how the characters and games can be used.

It is also said that the new game studio is part of LeoVegas’ strategy to cost effectively control a larger share of the gaming industry’s value chain…

Apart from Blue Guru Games, LeoVentures has invested in CasinoGrounds, Pixel.bet and SharedPlay. Meanwhile, LeoVegas recently acquired the sports betting company Expekt.

On 29 April, the previously communicated migration of the Royal Panda brand to the Group’s technical platform has been successfully completed and is expected to lead to additional economies of scale and other benefits for the Group.

Source:

“LeoVegas Starts Game Studio”, leovegasgroup.com, May 3rd, 2021.