Primero Games Expands Market Reach with New Acquisition

Primero Games has reinforced its position in international gaming markets following the completion of its acquisition of the Gaming Division of Win Systems, a deal that puts the Gold Club electronic roulette business, manufacturing capabilities, and large installed base under its ownership. Primero Games Gains 3,000+ Gaming Positions in Win Systems Deal The financial terms of the deal were not disclosed. However, the deal greatly expands the reach of Primero beyond the United States, especially in Latin America and the Caribbean. The acquired business operates more than 3,000 gaming positions in several key markets, including Mexico, Peru, Colombia, Puerto Rico, and Panama. It also preserves customer relationships and business operations in other jurisdictions, providing Primero with an established platform from which to pursue further international development. The division is expected to continue to serve its existing customers and maintain its current product offering under the new ownership structure. Meanwhile, Primero plans to bring its own game content, technology and development resources to the business. The acquisition brings together two companies with different, but complementary strengths. Primero has built its business around gaming content, technology platforms and online solutions and products for land-based operators. Its portfolio consists of over 100 original titles, and its Hurricane platform drives a variety of gaming applications in regulated and emerging markets. Primero Games Targets Global Growth The company also has studios in the United States, the United Kingdom and Canada. Its Spark server-based gaming solution features additional capabilities such as business intelligence tools, progressive jackpot functionality, game subscription options and player engagement systems. At the same time, the former Win Systems Gaming Division provides a solid customer base, operational expertise in international markets, and manufacturing capacity. The addition of the Gold Club electronic roulette operation also expands Primero’s product offering beyond its existing portfolio. “This is an important step forward in executing Primero’s growth strategy to build a diversified, global gaming company,” said First Chairman Mike Macke. The enlarged business should be able to offer operators a wider range of products and services by combining the development capabilities of Primero with the market presence of the acquired division, he said. A merger would allow the companies to combine resources to help them develop and distribute new gaming products in a better way, Win Systems CEO Eric Benchimol agreed. He said the combination of Primero’s game development capabilities with Win Systems’ installed base, manufacturing operations and market experience could help accelerate the delivery of new offerings to customers. The sale marks the start of a new chapter for the Gaming Division, added Dario Zutel, Executive Chairman of Win Systems. He said Primero was well positioned to develop the business already set up by the division and facilitate its continued growth into international markets. The teams and infrastructure of Win Systems included in the transaction will continue to focus on supporting customers in their existing markets. Meanwhile, Primero plans to invest in the acquired operations and gradually add additional games, technology, and products to the business.