Strengthening its foothold on the global gaming stage, Games Global embarks on a strategic expansion into the Americas, a region ripe with potential. Having made a name for itself within the European sector, the company recognized the lucrative opportunities beckoning from across the Atlantic.
With aspirations set high, Games Global’s latest maneuver came in the form of acquiring the B2B division of Super Group, Digital Gaming Corporation, consequently rebranding it as Games Global USA. This deal, officially confirmed on February 7 after a year in the making, offers the company a sought-after gateway to the booming US gaming market.
“The US market is, undoubtedly, immensely appealing to all industry players,” notes Bugno, CEO of Games Global. “While its gaming segment is relatively nascent, the domain of sports betting is far more mature.”
A number of US states have thrown open their doors to igaming, rendering Games Global’s interest in these areas far from surprising. Through its acquisition of Digital Gaming Corporation, Games Global now holds a coveted pass into various regulated states within the US, furthering its expansion goals. “Previously, we weren’t direct participants as we lacked the necessary licensing,” Bugno adds. “We supplied plenty of games to Digital Gaming Corporation, a licensed entity, but the actual benefit we derived from this was limited.”
This initial approach allowed Games Global to maintain oversight of its game distribution during the pendency of licence applications. Following approval and issuance of these state licenses, the acquisition formalities were concluded, opening up a direct channel for Games Global to introduce its comprehensive portfolio to the US operators.
The potential in Latin America (LatAm) is even more exhilarating, with Brazil at the epicenter of industry buzz. Having previously overseen the LatAm region during his tenure at International Games Technology, Bugno brings valuable insights into these emerging markets. Brazilian legislation recently progressed favorably for the gaming industry, with the approval of Bill 3,626/2023, signaling an impending regulatory framework for both sports betting and igaming.
“We’re positioning ourselves in anticipation of the finalized regulatory details,” Bugno reveals. “Our existing relationships with operators and the presence of our games in these markets serve as a robust foundation.”
Games Global is culturally in tune with the local markets in the region, operating two studios each in Brazil and Argentina. This physical footprint provides nuanced understanding and the ability to cultivate games that align with local preferences, offering a prime growth vector for the company.
Creating a diverse game portfolio that resonates with varied player demographics is no trivial endeavor, Bugno clarifies. “We invest significant effort in analyzing data on player preferences and game performance. Our objective is to craft games that actually connect with different player segments.”
What captures player attention is a spectrum of mechanics, bonuses, and visual experiences that offer a genuine engagement, rather than a passive interaction. Recently, Games Global has observed a surge in popularity for crash games – a game type that appeals to players’ desire for control over their gaming decisions.
Nurturing customer relationships is another critical component of Games Global’s strategy. “We’re not simply in the business of selling games,” Bugno emphasizes. “We aim to power our customers’ growth, because their success augments our own. This symbiotic approach underpins our customer relationship management.”
To cap off, Bugno points towards the 2024 horizon, where Games Global’s jackpot strategy takes center stage. The roll-out of the ‘King Millions’ jackpot series marks the beginning, with additional brands and promotions queued up.
“Ultimately, playing our games is about entertainment and engagement,” concludes Bugno. “And that’s the experience we continually strive to provide.”
