LeoVegas looks to Blue Guru to springboard US B2B growth
Malta-headquartered operator’s studio business launches debut slots game ahead of wider portfolio release
LeoVegas has confirmed its ambition to launch its Blue Guru Games B2B games development business in the US market during the second half of 2022.
Delivering an update on its Blue Guru business, the Malta-headquartered operator revealed the launch of its debut slots game, The Nemean Lion, which has already gone live with several major operators.
The Blue Guru Games business, launched in May, was formed out of a desire 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.
The studio will develop exclusive online casino and slots games for LeoVegas and offer games to other external operators on a B2B basis.
LeoVegas has said its ambition is to produce at least 20 games over the next 24 months via the studio.
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.
LeoVegas has suggested there is a “high demand” for slots titles in the US, something which is expected to continue into the future.
Blue Guru Games CEO Andrew Braithwaite, who was appointed as part of the launch in May and having previously served in roles with Betsson Group and Mr Green, welcomed the debut release.
“It’s really nice to be releasing our first game. This is an important milestone of course and there’s so much more to come,” Braithwaite said.
“We’re particularly excited about the US which provides such an exciting opportunity. We’re a great team having lots of fun making games, and we can’t wait to get our ideas out and see them played!” he added.
Blue Guru is an important lynchpin in LeoVegas’ plans for the US market, and the mobile casino operator has doubled down on these plans by expanding into New Jersey and triggering a US-based recruitment drive.
LeoVegas CEO Gustaf Hagman hailed the Blue Guru launch as a significant “milestone” for the studio business and for the wider group.
“It is fantastic to see how quickly they have moved from concept to inception and a real testament to the strong commitment and entrepreneurship we have within the group and our portfolio companies,” Hagman explained.
“We now have our eye firmly on the US market, where the thirst for high-quality games perfectly complements our aims and capabilities. I look forward to our continued development and growth!” he concluded.