LeoVegas launches in-house games development studio
Blue Guru Games targets 20 games in 24 months as operator sidesteps suppliers to build slots internally
LeoVegas has launched a new in-house games development studio called Blue Guru Games through its LeoVentures business development arm.
The studio will develop exclusive online casino and slots games for LeoVegas and offer games to other external operators on a B2B basis.
The first of these games will be released in late 2021, according to the operator which has revealed its ambition to produce at least 20 games over the next 24 months via the studio.
Staffers within Blue Guru Games are understood to have more than 20 years of experience in game development, led by CEO Andrew Braithwaite.
A veteran of the gaming product sector, Braithwaite most recently served as a strategic advisor for Plank Gaming. He also worked as MD of casino brands for Betsson Group in the UK and spent two years as a casino director for Mr Green.
The new studio was formed with LeoVegas seeking to control a larger share of the current value chain within the igaming industry.
LeoVegas owns an 85% share in the studio, which has been piloted through its LeoVentures investment business.
These proprietary games will also give LeoVegas IP rights over specific characters and games that may be used in the operator’s future marketing material.
“For a long time we have created exclusive games with the help of external providers, but now the time is right to take the step to do game development entirely on our own,” LeoVegas CEO Gustaf Hagman said.
“Drawing from our data and casino knowledge, we will be able to drive innovation and create games that our customers truly enjoy.
“These may be everything from niche, local games for individual markets to broad international games.
“In addition, we will create games and unique characters that can be used in our marketing, which will build stronger loyalty to our brands. Having great flexibility in producing games is a competitive advantage, and it will also give us a new revenue stream over time,” Hagman added.
LeoVentures has invested in companies including CasinoGrounds, Pixel.bet and SharedPlay.
In April, LeoVegas confirmed the successful migration of its Royal Panda brand onto the firm’s in-house proprietary technology platform Rhino.