Nevada Gaming Commission Approves Sega Sammy Acquisition of iGaming Company GAN
The Nevada Gaming Commission (NGC) approved on September 26 the acquisition of GAN, a financially distressed iGaming and sports betting provider, by Japan-based Sega Sammy Creation. This strategic acquisition is set to be completed by late 2024 or early 2025.
The Sega Sammy Creations logo. (Source: Sega Sammy)
LISTEN TO THIS ARTICLE:At the meeting, Naoki Kameda, the President and Chief Operating Officer of Sega Sammy Creation, highlighted the company's evolution within the larger Sega corporate structure. He emphasized that while Sega Sammy Creation, a subsidiary of entertainment, gaming and resorts company Sega Holdings Inc., used to be one of many segments under Sega Holdings Inc., it has now become a central focus as the parent company increases its investment in the gaming sector. Kameda explained that Sega Sammy Creation is poised to become one of the top three entities within the Sega Sammy group, and a leading company in their gaming business strategy moving forward.
Related: Sega Sammy's Multi-Million GAN Acquisition Approved by NGCBSega Sammy Creation is primarily known as a gaming machine manufacturer, producing gaming equipment for casino operators. Sega Sammy Holdings, its parent company, offers a wide range of products and services, including consumer and arcade games, toys, animation, and entertainment content. The acquisition of GAN will allow Sega Sammy to expand its footprint in the online gaming sector, which represents a new frontier for the company.
In addition to its gaming-machine business, Sega Sammy Holdings operates in two other key areas: the Pachislot and Pachinko Machines Business, which involves the development and sales of Pachinko and Pachislot machines, and the Resort Business, which includes hotel development and operations. Notably, Sega Sammy is a partner in the Paradise City Casino in South Korea, further extending its presence in the global gaming and entertainment industry.
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Sega Furthers US iGaming Reach
Through the acquisition of GAN, Sega Sammy aims to expand its online gaming business not only in the US but also in European markets. The acquisition is part of a broader strategy by Sega Sammy's parent company to strengthen its digital offerings, particularly in the sports betting and Internet gaming segments. According to Kameda, this acquisition will also include other companies under Sega Sammy's umbrella that are focused on these growing sectors.
GAN, a B2B supplier of iGaming software, primarily serves US land-based casinos. It is also a B2C operator of online sports betting technology in international markets, including Europe and Latin America. GAN's flagship product is its proprietary GameSTACK software system, which it licenses to land-based casino operators in the US for regulated Internet gambling, sports betting and social-casino gaming. The company's second version of GameSTACK is expected to receive regulatory approval in Nevada by the end of this year.
During the meeting, Kameda shared Sega Sammy's vision for integrating GAN's technology with land-based casinos. He expressed the company's desire to become an omnichannel solution provider, delivering integrated data solutions for both online and brick-and-mortar casino operators. Kameda made it clear that Sega Sammy does not view its expansion into online gaming as a threat to traditional casino businesses. Instead, the company intends to partner with land-based casinos to grow both online and offline gaming operations together.
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