In a move expected to change the online casino landscape in the US, Sega acquired GAN, promising smarter games, real-world rewards, immersive tech, and more.
Japanese gaming giant Sega Sammy, famous for Sonic the Hedgehog, Yakuza, and a host of other iconic titles, acquired gambling tech company GAN Limited for $96 million on May 28.
The move is expected to lead to a new era of “smart” gaming for North American players, creating gambling experiences that are tailored to each individual player in both online and in-person casinos.
Not only that, but the points and rewards you earn online will earn you real-life rewards like complimentary stays, free meals, and other perks at your favorite brick-and-mortar establishments.
The acquisition is a bold move — and one that could dramatically reshape the North American gambling scene for players and operators alike in the years to come.
Inside the deal: What Sega is getting
The main driver of Sega Sammy’s acquisition was GAN’s GameSTACK platform, which provides turnkey online casino software to operators in regulated markets.
This includes the ability to process payments, manage player accounts, and handle marketing and loyalty programs.
Perhaps the biggest part of the deal from Sega Sammy’s perspective, though, is the fact that the acquisition allows them a foothold in the American gambling market. By integrating their existing gaming content with GAN’s technology, Sega Sammy can expand their outreach to both online and brick-and-mortar casinos in North America.
After being rocked by the COVID pandemic a few years ago, Sega Sammy has pivoted from being a video game company to becoming one of the biggest providers of pachinko and pachislot machines in Japan.
Much like social casinos stateside, these games sidestep Japan’s strict gambling laws by allowing players to compete for tokens or prizes instead of cash. By acquiring GAN, however, Sega Sammy has sent a clear signal that it plans to be a major player in the global gambling business.
What the deal means for gamers
Sega Sammy has a reputation for diverse, user-friendly games, much like the video games they once produced. American gamblers can expect to see more of these titles at their favorite casinos, both online and in person, in the years to come.
The company already boasts a massive portfolio of gaming content across many platforms, including arcades, consoles, and mobile devices. In recent years, it has placed a premium on the development of games with strong video and audio design capabilities, as well as those with immersive gaming environments, such as VR titles.
This means future innovations in live dealer experiences and virtual reality gaming are likely. By integrating GAN’s existing tech stack, Sega Sammy can begin developing fully three-dimensional live dealer tables, completely immersive poker tables, VR slots, and much more.
The move doesn’t just affect online gamblers, however. It’s also expected to create a link between virtual and in-person gaming, so that rewards earned online can be redeemed at physical casinos.
Additionally, gamers can expect to see many of their favorite video games ported over to the casino space. It wouldn’t be surprising to see popular titles like Virtua Fighter or Yakuza making their debuts in slot machines or themed table games in the near future.
The road ahead for Sega Sammy and iGaming
The acquisition of GAN was a clear step forward in Sega Sammy’s quest to be a major player in the global gambling scene. However, it’s unlikely to be their last.
Expect future moves to deepen its U.S. footprint, as well as a continued effort to buy established global gambling brands. It’s likely that the company will pursue partnerships with existing casino operators both in North America and abroad, with a focus on regulated gaming markets.
It remains to be seen whether the purchase of GAN will be enough to cement Sega Sammy’s position in the American market, but if nothing else, the deal is a clear indicator that the company is willing to make long-term bets on its gambling future.
