With the opening of its new in-house studio, Blue Guru Games, online casino and sports betting group LeoVegas plans to expand into game production.
The company announced on Monday that it has launched a production arm to create fresh and creative content. The first games from the newly formed studio are scheduled to be published in late 2021.
LeoVegas’ investment arm, LeoVentures, has founded Blue Guru Games. The new iGaming studio is 85 percent owned by the gambling operator. From the outset, the young game developer has surrounded itself with a team that has a combined experience of more than two decades in the industry.
The studio will create exclusive online casino games for LeoVegas and its brands, as well as for other operators. Blue Guru Games hopes to create and release at least 20 new games in the next two years, according to the company.
Future games from the studio will supplement those already available in LeoVegas’ brands’ lobbies. The operator currently has access to content from more than 60 of the industry’s leading game providers.
Its soon-to-be-released exclusive products would grant LeoVegas IP rights, giving the company and its brands more versatility in how the games and individual characters can be used to increase player retention.
LeoVegas CEO Gustaf Hagman commented on the company’s first foray into game production, saying that they have been adding exclusive games to their offering for a long time with the support of third-party providers and that they feel now is the right time to “take the step to do game development entirely on our own.”
Mr. Hagman went on to say that they would use their data and knowledge of the online casino industry to push creativity and create games that their players will enjoy.
The LeoVegas CEO stated that their potential portfolio will include everything from niche, local titles for specific markets to games with a wider, foreign reach. Furthermore, the company intends to develop exclusive game characters through Blue Guru Games, which it will use in its marketing campaigns to strengthen brand loyalty.
LeoVegas believes that having this versatility in game production would give it a competitive edge and, over time, generate a new revenue stream.
Busy few months
Over the last few months, the online gambling community has been extremely busy. LeoVegas unveiled its Pink Casino brand in Canada late last year, marking the company’s first international market since its inception in the United Kingdom.
LeoVegas debuted on Google Play in the Nordic Market back in March becaming the first iGaming company to pass a rigorous approval process and to do so. In March, the company strengthened its position in the Nordics by acquiring Expekt Nordics, one of the region’s early leaders in the provision of online gambling services.