Scientific Games Corp. (Nasdaq: SGMS) has acquired GameLogic Inc., a Waltham, Mass.-based provider of solutions that help casino operators enchance customer relationships and attract new players. No financial terms were disclosed. GameLogic had raised around $28 million from Bain Capital Ventures, General Catalyst Partners and Maveron.
Scientific Games Corporation (Nasdaq: SGMS) today announced that it has acquired substantially all the assets of GameLogic Inc., a provider of interactive marketing services for the U.S. regulated gaming industry, including GameLogic’s software for internet-based loyalty programs for lottery players as well as an extensive suite of interactive games and other related intellectual property. Scientific Games has also hired several key members from the GameLogic development and marketing teams. Scientific Games intends to integrate the GameLogic assets with its existing Properties Plus™ business.
GameLogic, based in Waltham, Massachusetts, was founded in 2002 and developed a number of web-based loyalty programs for the casino industry before recently expanding its offerings to serve the needs of lotteries. GameLogic has a library of over 90 interactive games available for entertainment purposes or to award prizes, along with a complete lottery players club website and back-end infrastructure.
Scientific Games has been a leader in providing internet services to the lottery industry since 2001 when it offered the first second chance promotion entry website. Scientific Games has developed over 200 websites for lotteries over the years and has provided players clubs/loyalty services to several lotteries, including lotteries in Arkansas, Michigan, Massachusetts, Minnesota and Tennessee.
“The addition of the GameLogic assets and personnel is a key element in our strategy to develop robust internet-based players clubs,” said Michael R. Chambrello, President and CEO of Scientific Games. “GameLogic takes Properties Plus™ to a new level as we now have the front end player engagement content and software to provide a robust, highly interactive and fun player experience, which is a necessary and attractive part of any VIP club.”
“We plan to integrate GameLogic games and other site features into our current lottery players club sites using Scientific Games licensed brands and business models and pursue other business development opportunities in the U.S. and internationally consistent with applicable regulation. This acquisition, along with our Sciplay joint venture, puts us in a uniquely strong position to help lotteries take full advantage of the marketing potential of the internet.”
About Scientific Games
Scientific Games Corporation is a leading integrated supplier of instant tickets, systems and services to lotteries worldwide, a leading supplier of server based gaming machines and systems, Amusement and Skill with Prize betting terminals, interactive sports betting terminals and systems, and wagering systems and services to pari-mutuel operators. It is also a licensed pari-mutuel gaming operator in Connecticut, Maine and the Netherlands and is a leading supplier of prepaid phone cards to telephone companies. Scientific Games’ customers are in the United States and more than 50 other countries.