European game developer, Merkur, a subsidiary of Germany’s Gauselmann Group, has forged a strategic alliance with US gaming specialist, Gaming Arts. This newly-established collaboration is geared toward co-developing and supplying games for North American casinos, marking Merkur’s initial entry into the US market. The long-term goal is for Merkur to establish itself as a direct supplier in the North American region.

Entry into the US market

Gaming Arts, a privately-owned gaming technology provider based in Las Vegas, offers electronic gaming machines, bingo, keno, and interactive casino promotional systems. The company is licensed in approximately 170 gaming jurisdictions.

Juergen Stuehmeyer, a board member of Gauselmann Group, Merkur’s parent company, expressed excitement about the potential of this cooperation with Gaming Arts, emphasizing its role in Merkur’s expansion efforts in North America. Gaming Arts CEO, Mike Dreitzer, who will continue to lead the combined team, shared the sentiment, highlighting the alignment of Merkur’s global reputation and excellence with their growth and innovation goals. The strategic partnership aims to enhance gaming experiences for players in North America.

Merkur’s parent company, Gauselmann Group, is the largest gambling operator in Germany, though its domestic dominance has faced scrutiny from industry experts in recent times.

Commitment to advancement

This marks Merkur’s entry into the US market as the company aims to become a direct supplier in the region. Leveraging Gaming Arts’ rapid growth and innovation, Merkur’s expansion into North America is poised for success. The collaboration with Gaming Arts allows Merkur to utilize the 170 gaming jurisdictions where Gaming Arts is licensed, spanning North America, Latin America and the Pacific Rim. The partnership promises to deliver exceptional gaming experiences to North American players, reinforcing Merkur’s global reach and excellence in line with their growth aspirations. This deal follows Merkur’s recent extension of its partnership with Gaming Innovation Group (GiG) for an automated affiliate marketing compliance tool, indicating the company’s commitment to advancing in the gaming industry.

Merkur’s US competitors

In the USA, Merkur faces competition from various other casino game developers and suppliers.

Some of its competitors include:

• Scientific Games Corporation: Scientific Games is a major player in the gaming industry, offering a wide range of products and services, including casino games, lottery solutions, and gaming systems.
• International Game Technology (IGT): IGT is a global gaming company known for its diverse portfolio of gaming products, including slot machines, lottery systems, and digital gaming solutions.
• Aristocrat Technologies: Aristocrat is a well-established provider of gaming machines and digital social games, with a strong presence in the U.S. casino market.
• Konami Gaming: Konami is another prominent gaming manufacturer, offering a variety of casino products, including slot machines and gaming systems.
• Everi Holdings: Everi specializes in gaming technology and provides both games and financial technology solutions to casinos in the United States.
• AGS (American Gaming Systems): AGS is a gaming equipment supplier known for its slot machines and table game products in the U.S. market.

These companies, along with Merkur, compete to provide casinos with a diverse selection of gaming products and solutions, aiming to meet the needs and preferences of both casino operators and players in the United States.

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