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    Will Aristocrat’s new acquisitions mean more games for online casinos?

    news thumbnail image

    Aristocrat has completed two acquisitions with brands based in Finland. What does this mean for the company’s future?

    Aristocrat is known around the world as one of the most established software providers in the casino industry. Up until now, the company’s main focus has been on creating games for the land-based casino space.

    However, new developments and acquisitions could see a turn in that strategy moving forward.

    Aristocrat completes double acquisition

    The Aristocrat Leisure brand is set to grow with the acquisition of mobile gaming studios Futureplay and Playsoft. The brands are based in Finland and will help form part of the Aristocrat Digital division.

    Aristocrat has become very popular in Finland and that popularity continues to grow – especially now with a new studio on the cards.

    “These deals are consistent with Aristocrat’s successful strategy of bringing more world-class game development talent and capability into the organisation to expand our game pipeline and sustain our strong growth momentum in digital,” commented Michael Lang, Aristocrat Digital chief executive.

    While this news is exciting, who are the two companies acquired by Aristocrat? Futureplay specializes in free-to-play mobile games and was founded in 2015. The company has already released 6 games that are enjoyed by more than 140 million people worldwide.

    The games released by Futureplay include well-known titles such as Battlelands Royale, Merge Gardens, and Idle Farming Empire.

    Playsoft is another mobile gaming business that has more than 50 releases under its belt. With more than 13 years of experience, it’s set to be a fantastic boost to Aristocrat’s mobile casino game ambitions.

    Plans for the future

    Once the deals for these companies are complete, Futureplay will operate as its own studio under the Aristocrat Plarium brand. The aim is to bring together Aristocrat Plarium’s game development expertise with Futureplay’s mobile game creations to expand the current Aristocrat's game portfolio available.

    As for Playsoft, the business will operate under Aristocrat’s Product Madness brand. As Playsoft is established in Poland, this will help Aristocrat establish itself even further in the country. A new development facility will also be set up in Finland.

    The new facility, dubbed Northern Stars, will incorporate all of the skills collected by Aristocrat and other companies to focus on the hybrid casual genre. It will also help grow the brands and their establishments in Finland.

    “We are thrilled to welcome Futureplay, Northern Stars and Playsoft to the Aristocrat Digital family, given their impressive track records in game development, creativity and innovation. Coupled with Aristocrat Digital’s ambitious strategy, global scale, marketing and investment capabilities, we look forward to helping our new colleagues reach new heights as part of Aristocrat,” said Lang.

    “We will continue to be active in pursuing global talent and studio deals that accelerate our growth strategy, alongside our sustained proven focus in driving organic growth and above market results,” he continued.

    The future looks to be exciting for iGaming in Finland and beyond. We’ll be sure to keep you up to date as more develops in the online casino world.

    Published: August 31, 2021

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    Article by Stelly

    CasinoWow Contributor

    Hey there! I am Stelly, and happily, I'm part of CasinoWow's content team. It excites me to be able to write and share with all gambling enthusiasts unbiased reviews and news that contribute to the gambling community and industry. Thankfully, I also have the chance to help you make an informed choice for casino brands and games, as well as provide interesting guides and news.

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