Amaya and Playcherry Combine Forces to Diversify and Expand

Published May 28, 2014 by OCR Editor

Amaya and Playcherry Combine Forces to Diversify and Expand

Amaya is implementing an internally and externally balanced expansion strategy.

A new agreement has been struck to expand the delivery of Amaya gaming content. The software licensing deal with PlayCherry, a subsidiary of Swedish operator Cherry, will globalize content and adapt it to a larger and more diverse global usership.

The arrangement enables Amaya to expand its Casino Gaming System platform to Europe through gaming portals such as Euroslots, CherryCasino, and Spilleautomater.

More Games to a Wider European Audience

The array of games runs the gamut from online and mobile slots to video poker to table games to branded content to games from other suppliers that will be integrated into the platform according to user preference data and Amaya's gaming quality standards, such as the newly added desktop and mobile games from 3D slot developer BetSoftGaming.

To adapt the games to diversified European audience, the games will be made in a diversified range of languages and currencies.

Short Term Sacrifice, Long Term Gains

Business-wise, Amaya is sacrificing short term gains for longer term benefits. Financial reports reveal that in the first quarter of 2014, Amaya actually experienced a 29 per cent drop in software licensing fees to CAD $9.6m.

This should not be seen as cause for concern, because it is part of the greater globalization strategy that Amaya is implementing, as the company revealed that it had signed multiple new operator agreements during the same period; the Cherry agreement is only the first of this new "healthy pipeline" of agreements, details of which Amaya will release in Q2.

Internal Strategy

Amaya's internal expansion in Q1 included six new games, including two popular DC comics-themed slots: Superman and Wonder Woman. Six more games will be released in the second quarter as well, as Amaya maintains its steady internal portfolio expansion to go along with its external diversification.


See also

Amaya Extends Deal with Novomatic

Amaya Releases New Zombie Slot Game

Amaya Addresses Speculation to Quell Acquisition Rumours

Pokerstars, by Amaya Gaming!

Amaya's Value Signal Legitimization of i-Gaming

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