Sweden’s LeoVegas is starting its own game studio, Blue Guru Games, to develop new games—exclusive games for LeoVegas and also games for distribution to other operators. The first games will be released in late 2021.
LeoVegas Mobile Gaming Group has, through LeoVentures, started the game studio, with LeoVegas share of ownership in 85 percent. From the start, the company will have a team with more than 20 years of experience in game development and will draw upon all of the experience and knowledge of LeoVegas.
The company says the plan is to produce at least 20 games in the coming 24 months through Blue Guru Games.
“For a long time, we have created exclusive games with the help of external providers, but now the time is right to take the step to do game development entirely on our own,” said Gustaf Hagman, group CEO of LeoVegas. “Drawing from our data and casino knowledge, we will be able to drive innovation and create games that our customers truly enjoy.
“These may be everything from niche, local games for individual markets to broad international games. In addition, we will create games and unique characters that can be used in our marketing, which will build stronger loyalty to our brands. Having great flexibility in producing games is a competitive advantage, and it will also give us a new revenue stream over time.”
Blue Guru Games will complement the games from the other 60 casino game providers that LeoVegas has access to. The proprietary games will also give LeoVegas IP rights that will offer greater flexibility in how the characters and games may be used.
In addition to Blue Guru Games, LeoVentures has invested in, among other companies, CasinoGrounds, Pixel.bet and SharedPlay. LeoVegas also recently acquired the sports betting company Expekt.
