LeoVegas Unveils In-House Game Studio

iGaming operator LeoVegas Group has announced the creation of an in-house gaming studio, LeoVegas Studios. This strategic development positions the company to design and produce exclusive online casino games tailored specifically to its players’ evolving preferences.

A Bold New Direction for LeoVegas

James Ford, LeoVegas Group’s Director of Gaming, emphasized the significance of this new venture in a recent press statement, highlighting the increased creative and technical freedom it provides the group. “We are now positioned to forge our own path and develop exclusive, innovative games that align with our vision and meet our players’ evolving needs,” said Ford.

The introduction of LeoVegas Studios marks an important step in LeoVegas Group’s overall growth strategy, which has focused on enhancing player experience and expanding its market presence. LeoVegas Studios is set to create personalized and adaptive games designed to cater to different player segments and regions.

Leading this ambitious project is Mats Andersson, a seasoned game producer and former creative director at Light & Wonder. Andersson’s extensive background in game development equips him with the skills to guide the studio’s efforts to create unique, engaging games for LeoVegas Group’s nine brands, which operate in 10 different markets.

The studio’s debut title, Where Pigeons Dare, launches on September 25, 2024. The slot game is designed to captivate players with features like a cluster pay system, wild modifiers, progressive multipliers, and buy bonuses. The company plans to release three more titles before the end of 2024, with six additional titles scheduled for 2025.

Leveraging Data for Player-Centric Design

With access to a vast amount of player data, LeoVegas Studios will focus on creating games that offer personalized experiences. The company’s goal is to build games with adaptive gameplay, seamless user interfaces, and market-specific features. This data-driven approach is expected to further differentiate the studio’s offerings in an increasingly competitive market.

The establishment of LeoVegas Studios is part of a broader growth plan aimed at diversifying LeoVegas Group’s revenue streams and bolstering its online casino offerings. The company’s recent strategic moves reflect its ambitions for expansion, particularly in the U.S. market. This includes the impending integration of Tipico Group’s sportsbook and online casino platforms, further enhancing its footprint in the online gambling sector.

In addition to the launch of LeoVegas Studios, the group has been actively expanding its portfolio through acquisitions. In May, LeoVegas Group acquired game developer Push Gaming Holding Limited, which is expected to complement its in-house development capabilities.

MGM Resorts International’s Role in LeoVegas Group’s Growth

LeoVegas Group’s parent company, MGM Resorts International, is also enjoying significant success. The company’s second-quarter report for 2024 shows $4.3 billion in consolidated net revenue, driven in part by its online gaming ventures. Bill Hornbuckle, CEO and President of MGM Resorts, attributes this growth to the company’s intensified focus on expanding its digital strategy, particularly through its BetMGM Casino brand.

Hornbuckle expressed optimism about the company’s momentum, stating, “We made significant progress with our international digital strategy by adding both an in-house sports product and live dealer capabilities to our online gaming offerings. We’re excited by the progress we’re making as a company against our strategic priorities and anticipate carrying our current momentum forward into the back half of the year.”

As LeoVegas Studios embarks on its journey to develop innovative, player-driven content, this new venture could mark a pivotal moment in the company’s evolution, providing both LeoVegas Group and MGM Resorts with fresh opportunities to lead the online casino industry.