Scientific Games purchases GameLogic

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Leading American lottery firm Scientific Games Corporation has announced the acquisition of GameLogic Incorporated, which is a provider of interactive marketing services to the US regulated gaming industry.

New York City-based Scientific Games stated that the purchase includes GameLogic's software for Internet-based lottery loyalty programmes as well as an ‘extensive suite’ of interactive games and ‘other related intellectual property’.

Scientific Games revealed that it has also hired ‘several key members’ of GameLogic’s development and marketing teams and plans to integrate the new assets into its existing Properties Plus business.

“The addition of GameLogic’s assets and personnel is a key element in our strategy to develop robust Internet-based players clubs,' said Michael Chambrello, President and Chief Executive Officer for Scientific Games.

“GameLogic takes Properties Plus to a new level as we now have the front-end player engagement content and software to provide a robust, highly interactive and fun player experience, which is a necessary and attractive part of any VIP club.

“We plan to integrate GameLogic’s games and other site features into our current lottery players club sites using Scientific Games’ licensed brands and business models and pursue other business development opportunities in the US and internationally consistent with applicable regulation.

“This acquisition, along with our Sciplay joint venture, puts us in a uniquely strong position to help lotteries take full advantage of the marketing potential of the Internet.”

Founded in 2002, GameLogic is based in Waltham, Massachusetts, and has a library of over 90 interactive entertainment games along with a lottery players’ club website and back-end infrastructure.