Lottery services provider Scientific Games has announced it has acquired marketing software developer GameLogic Inc for an undisclosed sum.
Although the terms of the deal have not been disclosed, the New York based company has advised that has hired several GameLogic employees from the company’s development and marketing divisions.
Based in Boston, GameLogic was founded in 2002 and produces loyalty and marketing programs and online games, including a suite of games called PlayAway, which enables land casino operations to skirt US laws prohibiting online gambling by letting players buy and redeem online chips in a casino, but play games remotely, online.
Scientific Games provides tickets, software and services to lotteries, including the Massachusetts state lottery. The company intends to integrate the GameLogic assets with its existing Properties Plus business.
"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(TM) 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."
The future is looking bright for Scientific Games. As well as a joint venture with Playtech that was agreed in January, Rep Barney Frank’s BR2267 Internet Gambling bill has been passed out of the House Financial Services Committee. This will be welcome news for companies such as Scientific Games, who are already in place to take full advantage of future internet opportunities.