Julian Borg-Barthet, Chief Commercial Officer at Lady Luck Games, charts the studio’s first three years in business and how it has positioned itself as a leading casino content provider in core markets in Europe and beyond.
Lady Luck Games has entered the market with open eyes
Entering into what was an already saturated and competitive market, Lady Luck Games had the express desire to make change and innovate above everything we’ve already seen out there.
With this being said, our titles are instantly recognizable among the hundreds of others stocked in game lobbies. Our Co-founder and art director, Rasmus Guldbjerg-Kjær, has spent 20+ years creating graphics for the world’s most popular games, including Hitman and Agent 47, so he knows how to make a striking slot.
Of course, our desire to be different and push outstanding graphics comes with the second key ingredient in making a great slot game, which is the creative mathematics to ensure the gameplay is just as explosive with players put on the edge of their seats with each spin through a sliding scale of volatility and big bonus features that promise anticipation and stickiness to get pulses racing and the potentially big wins landing.
It really has been an incredible three years for Lady Luck Games with plenty of major milestones along the way. Below, we highlight some of the most significant as well as share our plans for 2023 and beyond.
Securing a prestigious UK Gambling Commission licence
The UK remains one of the biggest online gambling jurisdictions in the world and any serious slot developer wants to see its games made available to players in the market.
That we were able to secure a licence from the UKGC not only opens the door to this large and lucrative market, but it also acts as a kitemark for the quality of our games including our in-house developed titles and those from our recent acquisition of cutting-edge studio, ReelNRG.
Acquisition of ReelNRG
We closed our acquisition of ReelNRG back in May last year and the deal has proved to be transformational. It not only allowed us to expand our already impressive game portfolio with new and exciting content but to also migrate to a more modern and robust remote game server.
Rebranded to StormRGS, it provides greater operational efficiencies and has enabled us to deliver enhanced promotional tools and tournaments to our operator partners.
Acquiring Megaways licence and the exclusive collaboration with King Features Syndicate
Megaways is now a must-have mechanic for any game studio, and in August last year, we put pen to paper on a deal with Big Time Gaming to licence its iconic mechanic. This has enabled us to add our first run of Megaways slots to our portfolio and product roadmap.
The first Lady Luck slot to receive the Megaways treatment is our hugely popular Spinjoy Society title with many more to follow.
We also signed a deal with King Features Syndicate which gives us access to a range of IP that we have used to create slots around themes such as Beetle Bailey and Popeye. This is a major boost to our portfolio and helps us to deliver in-demand branded content to our partners.
Expanding our international footprint
Online gambling in Europe is enormous, accounting for almost half the entire global market. Given this tremendous opportunity, it’s no surprise that the region has been and continues to be our primary focus. That said, we are also keen to expand internationally.
This has seen us make a play in South Africa with 1609 group as well as Latin America and in particular Mexico where we recently launched our suite of games with operator LoGrand.
We also have an eye on the North American market where we have put the foundations in place to grow our presence across the US and Canada. In the latter, we have applied for a licence in Ontario, laid the groundwork with partner agreement and plan to deliver our games to operators in the province as soon as we receive the green light.
MGA licence up next
New market expansion will be a key focus for 2023 and beyond and we will look to secure licences in key jurisdictions across the globe.
Our application has already been lodged with the Malta Gaming Authority and we are expecting to receive our licence shortly, significantly increasing the number of addressable markets we can deliver our games into.
It will also allow us to strike more partnerships with tier-one operators in these jurisdictions and others around the world as we secure more certifications and approvals.
It really is an exciting time for us, and we’re eager to take the market by storm.