Aristocrat acquires leading social casino operator
Gaming supplier strengthens online business with Product Madness purchase.
Aristocrat Leisure has agreed a deal to acquire social casino operator Product Madness for an undisclosed fee.
The acquisition boost Aristocrat’s online business and will see it provide social gaming content to its casino customers as well as generating revenues via Product Madness’ own player base.
San Francisco-headquartered Product Madness was founded in 2007 by Lior Shiff and Jose Brotons, and is ranked in the top five operators in the social casino slot genre on Facebook, with more than 500,000 daily active users. It ranked 12th in the inaugural Power 25 published by eGaming Review‘s sister magazine Social Casino Intelligence in August.
Aristocrat has acquired the entire Product Madness business, including management and around 20 staff.
Earlier this month Aristocrat signed another online deal with GameAccount Network to replicate the UK-based gaming software business’ Internet Gaming System, principally for its land-based US casino customers. The two companies had previously partnered to launch freeplay online casino website for US land-based operators, including for the Maryland Live! Casino and Michigan’s Island Resort & Casino.
Aristocrat CEO and managing director Jamie Odell said the Product Madness platform will allow its customers to “meaningfully enhance player experience”.
“Together with our recently announced acquisition of an internet gaming system and remote game server. Aristocrat is making strategic and measured investments that position us for a future in which online channels will be key to our growth.”
Shiff and Jose Brotons said joining Aristocrat team is “a significant milestone” for the social casino operator.
“The combination of Aristocrat’s game library with our powerful social technologies and know-how will allow us to create an exciting player experience with extensive reach, pushing our collective presence and traction in the online social gaming market to a whole new level,” they said.
The mirrors that struck by IGT earlier this year to acquire social casino operator Double Down Interactive for up to $500m.
Since the acquisitition IGT has signed numerous land-based casinos which will all integrate the DoubleDown casino platform onto their own websites in a revenue sharing agreement.