Novomatic’s Greentube acquires BlueBat Games
Greentube Internet Entertainment Solutions GmbH, a developer and supplier of software for Internet and mobile gaming, has acquired a majority stake in Canadian firm BlueBat Games, a supplier of technology for so-called casino social games played on portable devices.
Tuesday’s announcement didn’t mention the consideration involved in the deal.
Greentube is a subsidiary of Austria’s Novomatic Group AG, a specialist in games and other equipment for licensed lotteries and regulated casinos.
Many makers of technology for traditional bricks and mortar gaming venues have in recent years acquired companies specialising in mobile and online casino-style games.
Analysts and industry consultants have said that some acquisitions are seen by the suitor firms as potentially a way to market the traditional product to a younger audience, and possibly also as offering applications that could be used inside casinos subject to permission from local regulators.
Greentube said in its Tuesday statement that its controlling stake in Vancouver-based BlueBat would further expand Greentube’s U.S. presence by giving it “access to a technology extension, allowing it to develop white label solutions for land-based casino operators”.
The term “white label” refers to a product or service produced by one company but that another company can then market using their own brand.
The companies have already collaborated on a business-to-consumer social casino product called Magic Key Casino, which features a selection of Greentube’s play-for-money games repackaged as free-to-play products.
BlueBat was founded in 2011 by two former employees of the successful U.S.-based home gaming specialist Electronic Arts Inc, maker of hit products including The Sims and the FIFA series of virtual soccer games. BlueBat’s products include a selection of virtual penny slot machine games.
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