Scientific Games acquires mobile gaming developer Red7

Scientific Games acquires mobile gaming developer Red7

Tuesday, July 11, 2017 Posted by James Walker
Red7 develops content for some of the world’s most sought-after operators

Scientific Games has completed the acquisition of Red7Mobile – a move that not only affirms the group’s status as a dominant player in mobile gaming, but also expands its growth in the world of sports betting.

UK-based Red7 develops innovative content and provides game platforms to some of the world’s most sought-after betting operators. The studio also provides dynamic sports apps for the likes of William Hill, BetVictor and PaddyPower.

Commenting on the deal, Barry Cottle, chief executive of Scientific Games’ Interactive division, said: “The acquisition of Red7 and its highly creative, talented team is a very positive development in SG Interactive’s growth story.

“Red7’s portfolio of innovative games augments our entertaining game content and industry-leading intellectual property. We’re also excited about their sports betting apps, which include a host of robust features that add excitement to the sports betting experience.”

Cottle added: “Many of Red7's partners are also our partners, so we truly feel this is a win-win for all of our stakeholders. As we merge Red7’s content into our extensive game library, we will expand our UK retail and digital portfolio and be able to deliver even more compelling game content for the global digital real money gaming business.”

Red7 chief technology officer Adam Fox was quick to point out that the focus and ambition of Red7 will remain the same. “Red7 has always focused on designing and producing some of the most innovative games and sports apps,” he said. “Having access to Scientific Games’ content, brands, and global network is a very exciting prospect for the Red7 team.”

Given the company’s consistent economic growth, it’s unsurprising that Scientific Games has signalled its intention to keep changes at Red7 to a minimum. There will be no staff changes at the firm's Bristol location, and all existing operator partnerships will be retained.

Scientific Games’ acquisition of Red7 comes as the group continues to report gains across its Interactive segment.

In the first quarter of 2017, revenues for the division totalled $80.2 million, up 33.2% on the first three months of 2016.

According to the company, mobile penetration – the percentage of B2C social gaming revenue derived from mobile platforms – is now 72%.

Totally Gaming says: M&A activity can often be abrupt and disruptive. However, given the success Red7 has enjoyed over recent years, Scientific Games has expressed the desire to foster the studio’s mobile ambition with minimal interference. It will be interesting to see what innovations arise through the partnership over the coming months.


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