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Aspire’s Pariplay breaks into US with 888casino


Aspire Global-owned game aggregator Pariplay has secured a foothold in the US market through an agreement with 888casino in New Jersey.

B2B supplier Pariplay will provide 888casino with access to its portfolio of proprietary games in addition to a variety of third-party game titles from producers.

888casino is a division of 888 Holdings, a long-standing partner of Pariplay, which has “several other deals in the pipeline” in the US as it seeks to become the market’s leading game aggregator, according to Aspire.

The deal marks a significant step for both Pariplay and its new parent company, which is hoping that the agreement will provide a launchpad for broader future expansion in the US.

When Aspire’s takeover of Pariplay was finalized last month, the online gaming solutions provider highlighted the strategic importance of the latter’s iGaming licence in New Jersey.

“This is a significant agreement and we are very excited for Pariplay,” Aspire chief executive Tsachi Maimon said following confirmation of the 888casino agreement.

“We acquired the company with the purpose of accelerating B2B-growth and external game sales through a new sales channel outside of our own partner network.

“Moreover, we hoped that Pariplay’s iGaming licence for New Jersey could act as the spearhead of our future efforts to enter the US market. Today’s news is fully in line with our M&A strategy and we look forward to realising the full potential of this opportunity.”

Yaniv Sherman, senior vice-president and head of commercial development at 888, added: “Pariplay is a long-standing partner of ours and this important agreement strengthens our relationship going forward. We look forward to presenting Pariplay’s leading game content to our New Jersey-audience and hope to go live soon, subject to the relevant regulatory approvals.”

Under the terms of Aspire’s acquisition of Pariplay which was initially announced in June, the former purchased 100% of the shares in GMS Entertainment Ltd, the owner of Pariplay, for €13.1m (£11.7m/$14.4m)

Aspire said the acquisition of Pariplay will enable it to control another part of the iGaming value chain, which in turn will help create synergies, broaden its game portfolio and provide a channel to distribute and sell propriety games outside of its partner network.

Image: Homedust