Live casino brand, Authentic Gaming, continues with a massive transformation since it has become part of Light & Wonder. Now, the company looks to conquer Europe and North America, putting live casinos at the center of the gaming landscape.

The developer has expanded its presence and conquered new markets throughout 2022. The European market will continue to be the main focus for the company and its online and live portfolio. It announced that the live casino market includes almost 30% of the gaming industry and is a core product vertical for customers.

Speaking on the company’s latest plans, Dagmara Bator, head of marketing and strategy execution at the brand, said:

“We are incorporating Light & Wonder’s IP into our casino offering. For example, Authentic Gaming now has the largest side-bet library of blackjack and baccarat in the live casino sector, including the most popular ShuffleMaster side bets, which are very recognizable to players.”

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Upcoming Plans

Authentic Gaming started its activity as a LeoVegas-supported business and was later acquired by Genting Group. Before the acquisition by Light & Wonder, the provider introduces its live dealer product for Entain in Spain, Betway in South Africa, and more. Since the conclusion of the deal, its presence has been boosted with a roulette introduction in Italy, and the expansion of studio space in Spain and Malta.

Bator added:

“The European market is a big focus for us in 2023. We’ve recently doubled our studio in Spain and, in that market, only roulette is allowed in the live casino space, so we made sure to cover every possible vertical of roulette for all kinds of players – including our flagship XL Roulette game.”

The company also plans to introduce standard classic studio roulette in the next months with multipliers. It will also look to extend to North America as one of the most increasing markets. The online casino is currently live in six states, with the gross gaming revenue reaching around 72% of sports betting GGR in the third quarter of 2022.

It will continue to focus on catering to this enhanced demand for online casinos. It has launched games from the ground up, tailored to different sorts of players. All these games will be optimized for customers’ requirements. For example, it will provide US customers with a range and varied portfolio of live tables, accessible to all operators, with all graphics elements like UI, side bets, and even game rules are customized to the operator’s brand and customers.

Source: “Authentic Gaming’s 2023 live casino master plan”. Authentic Gaming. December 19, 2022.