Light & Wonder

In March 2022, Scientific Games Corporation, also known as SG Digital to slot enthusiasts, rebranded and relaunched as Light & Wonder Inc. The new approach is part of a business push to become the world’s number one cross-platform game company.

Light & Wonder’s OpenGaming platform provides the largest digital-gaming network in 2022, backed by more than 5000 staff from around the globe. The OpenGaming platform groups gaming content from numerous developers into a single access source for players to enjoy at land-based or online casinos.

Light & Wonder Chief Executive Officer Barry Cottle crowned the move with this statement:

“We are thrilled to introduce the world to Light & Wonder, a company that will build great games and franchises that offer players a seamless experience across platforms.”

“Our powerful new strategy required a powerful new identity to distinguish us and our unique offerings and capabilities. Our new name and identity are born from our winning strategy to be the leading cross-platform game company and will inspire our people to make great products for our players.”

“We already have a world-class team powered by the brightest game creators in the business, and in transforming into a growth company that invests in our people and products, we will serve our players even better wherever and whenever they play.”

Shortly before unveiling the fresh image, Light & Wonder made several steps to adjust its portfolio in line with the new strategy, with the divestiture of some of its sports betting and lottery products before strengthening its position with acquisitions of sought-after game developers Authentic Gaming and Elk Studios. Light & Wonders’ addition of industry-leading Elk Studios will deliver the highly successful slots into the US market and adds a top-tier European content developer to the brand.

Authentic Gaming is a premium live casino content provider serving over 30 European operators. The acquisition offers a foothold into European expansion for Light & Wonder whilst bringing Authentic Gaming to the US market and is a gateway into the live casino market.

Founder & CEO of Authentic Gaming, Jonas Delin, had this to say:

“Scientific Games’ leading position in the U.S., their focus on quality games content and market-leading iGaming platform make them the ideal home for Authentic to expand our footprint in the U.S. and European markets. Our proven technology and live dealer platform are ready for scale, and now, as part of Scientific Games, we are able to embark on our studio expansion and game diversification strategy in full force.”

“Our strategy is driven by a relentless focus on delivering premium quality live dealer content where attention to detail, customer customization and innovation are the cornerstones that our unique live dealer games are based on. This partnership will propel this mission and be a game-changer in the fastest-growing segment in the gaming industry.”

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