Pragmatic Play Enters Live Casino Market with Extreme Acquisition

Live casino provider Extreme Live Gaming has been acquired by Pragmatic Play in a move that will see the latter increase its betting options in the UK.

Extreme Live Gaming Roulette 360.

Extreme Live Gaming products such as Golden Ball Roulette will now be added to the Pragmatic Play library. (Image: Extreme Live Gaming)

Announced on June 26, the deal will see Pragmatic Play pay an undisclosed sum to the Novomatic Group take control of a live gaming suite featuring ten games.

As a B2B software supplier to a number of UK casino sites, including William Hill, Pragmatic Play has built up a reputation as a leading slots developer. However, with UK gamers now demanding a greater level of authenticity and immersion from their games, the Malta-based brand is hoping to carve out a nice in the live arena.

Pragmatic Play Moves with the Times

News of the company’s latest acquisition comes a week after it scooped the top prize in the Innovation in Slot Provision category at the EGR B2B Awards 2018. Thanks to recent releases such as Jade Butterfly and Madame Destiny, Pragmatic Play has won acclaim from industry insiders and forged a new partnership with the Rank Group.

After agreeing terms, the developer will provide now provide its selection of 80+ slots as well as Extreme Live Gaming’s products to the likes of Grosvenor Casino.

For the industry at large, deals like this are set to become more common as the leading brands explore ways to make online casino gaming more engaging.

Over the last decade, live dealer tables have become the go-to option for sites wanting to offer interactive games. In tandem with live casino games, virtual reality (VR) technology is creating new opportunities.

Casino Gaming to Become More Immersive

In 2016, Microgaming previewed its VR Roulette protype at the annual ICE gaming conference. Since then, NetEnt has also joined the race to become the first major developer to release a commercially viable VR product by reworking its Gonzo’s Quest slot.

Showing off the product at ICE 2017, the company said that the VR spinner would be released at some point in 2018.

With the UK being at the forefront of the iGaming market, any new innovations will likely reach these shores first. For now, Pragmatic Play will be rolling out its new live gaming suite across its network of partners as well as working on some new innovations of its own.

Share Now: