LeoVegas Mobile Gaming Group, through LeoVegas, launched the game studio, Blue Guru Games, with a 85% ownership stake in LeoVegas. From the beginning, the company will have a team with more than 20 years of experience in game development.
The studio will develop and offer games, both for the Group’s own brands, and for other game operators. The ambition is to produce at least 20 games in the next 24 months through Blue Guru Games.
“We have been creating exclusive games for a long time with the help of external suppliers, but now is the right time to take the step and start game development entirely on our own,” comments Gustaf Hagman, CEO of the LeoVegas Group. “Based on our casino knowledge and data, we will be able to drive innovation and create games that our customers truly enjoy”.
“The idea is to create games of all kinds, from niche games, locations for individual markets to more comprehensive international games. In addition, we will create unique games and characters that can be used in our marketing, which will reinforce loyalty to our brands “Having great flexibility in the production of games is a competitive advantage, and will also give us a new revenue stream over time”, concludes the CEO.
Blue Guru Games will complement the games of the other 60 casino game providers that the group has access to today. The studio’s first games are expected to be released in late 2021. These proprietary games will also give LeoVegas IP rights that will offer greater flexibility in how the characters and games can be used.
The new gaming studio is part of the strategy to profitably control a larger part of the gaming industry’s value chain. In addition to Blue Guru Games, LeoVentures invested, among other companies, in CasinoGrounds, Pixel.bet and SharedPlay.
LeoVegas also recently acquired sports betting company Expekt.