US machine giant WMS to enter online gaming 21/01/2010
US SLOT MACHINE giant WMS Gaming is to launch a UK-facing online gambling business ahead of a push into other regulated markets, the company revealed today.
WMS Gaming, which is licensed to sell games machines in more than 300 jurisdictions worldwide, is part of Illinois-based WMS Industries, together with gaming terminal business Orion Gaming.
The company will launch a UK-facing egaming operation next year, with plans to launch in markets such as France, Italy and Spain when forthcoming regulation allows. It has already begun a UK recruitment campaign for egaming staff.
Speaking to EGRmagazine.com this afternoon, Brian Morgan, executive director of online gaming, said: “We are the leaders in casino innovation and we want to leverage that insight online. We will only trade in markets where egaming is expressly legal, but there is plenty on our radar and we will expand market by market.”
WMS is already looking for central London premises, Morgan said, and is in the process of making roughly 25 UK hires ahead of the launch, including managers of marketing, customer services and technical operations. WMS already has offices in Uxbridge, just outside London, as well as in Australia, Canada, South Africa and Spain in addition to its two US bases.
Morgan joined WMS in 2008, after the Cyberslotz business he set up in 2000 was sold as part of parent company Talarius to Australian lottery and gaming group Tatts.
WMS chairman and chief executive Brian Gamache said in a statement: “WMS will debut its capabilities and solutions that harness the scale of the Internet to pursue online wagering opportunities in the United Kingdom. This initiative is expected to launch in fiscal year 2011, subject to regulatory approval [and] we look forward to expanding our presence in the UK marketplace."
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Posted: 21/01/2010
User comments
Anonymous
WMS may be in for a surprise when they see how low the rev share %'s have dropped - especially while they are paying brand IP holders.
Anonymous
WMS will likely find it very difficult to sign profitable deals for their products. As the commenter above states, rev share deals have started dropping below 5% in some cases and operators are losing margin on branded product - only using them to draw in punters and then siphon off players to higher margin games. So WMS will have to start pumping $$$$ into their B2C marketing operations in an overcrowded space. However, like G2, they have deep pockets and are likely comfortable with taking losses for a few years until the investors start rumbling.
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Anonymous
Watch out MGS; NO ONE gets slots better than WMS. They do online what they are capable of amd they will take slots to the next level.
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