The combined entity, which is targeting the “next generation of regulated igaming players,” will proceed under the moniker of Green Jade Group.

Robert Montgomery, Chair of Green Jade Group said, “Green Jade and GameCo are together a great strategic fit. Both companies have respectively trailblazed a new way of looking at casino games and have established a strong reputation for producing really amazing content. 

“I am proud of everything we have achieved so far at GameCo, and I am confident this merger will propel the new group to the next level.”

The enlarged company is aiming to “offer the most comprehensive portfolio of content focused on higher LTV and new players,” which includes slots, table games, crash games, and arcade games.

Furthermore, it is also hoped that this move will enable the group to scale rapidly across an array of global markets, with North American and Europe cited as prime targets.

The group will feature Jesper Kärrbrink leading the combined entity as CEO and Montgomery as Chair, with Benedict McDonagh taking on the role of COO and leading European business.

“We have followed GameCo for quite some time and we are big fans of what the company has achieved to date and I’m confident that together we are going to create unstoppable momentum with some very exciting times ahead,” Kärrbrink noted. 

Green Jade Group combines the expertise of five internal game production teams, has its own proprietary RGS, five major aggregator integrations and enables access to over 600 casinos.

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The capital infusion is designed to accelerate the company’s ambition of providing revolutionary gaming products and experiences, while driving new players and demographics to casino entertainment.

Robert Montgomery, chairman of the board of directors at GameCo, stated: “We continue to see a real opportunity to combine the excitement of mobile apps and video games with the thrill of gambling to capture these customers. 

“The online gambling space represents an enormous opportunity for GameCo to capitalise on mobile-native gen X and millennial players – core constituents within the digital gaming and esports industries. 

“We’re thrilled to bring on board new investors like Playtech and SpringOwl, who represent the best-of-the-best in strategic financiers, to help us advance these exciting business initiatives.”

Asserting that it is striving to capitalise on the millennial audience opportunity, throughout 2021 GameCo is aiming to expand rapidly into digital markets, with a focus on bringing arcade-style gambling to online casinos worldwide and positioning itself as a leader in esports betting in the US.

The new funding will be used to develop new game titles and expand the scope of its online, esports betting and retail businesses, with plans including the development of a portfolio featuring dozens of igaming products released yearly, with a focus on attracting and monetising a new and differentiated player

Ader explained: “There are very few market segments which are completely global, totally consumer-facing and instantly scalable. The intersection of skill and gambling online is rapidly emerging as a massive opportunity, and GameCo is uniquely positioned as one of the most innovative players in the industry. 

“SpringOwl is always looking to invest in the next generation of trailblazers, and we believe GameCo is exactly that for the regulated gaming industry.

“I have no doubt that this funding will open many doors for GameCo and its exceptional team, who are innovating at a rapid pace to bring a distinct change to the casino experience and attract the next generation of players. 

“The scaling opportunities in this relatively untapped sector are extremely exciting, and SpringOwl is delighted to support the company’s mission to be the foremost player in key next-gen gambling categories – including arcade-style gambling and igaming.”

Furthermore, the company has also entered into a long-term global distribution agreement with Playtech, opening up additional igaming opportunities across Europe, Latin America, and North America.

Under the terms of the agreement, GameCo will have direct access to build online gaming products on the Playtech platform, as well as leveraging its technology and distribution network.

Mor Weizer, Playtech CEO, added: “We have followed GameCo’s progress for some time and have been very impressed with its innovative and creative content. 

“GameCo’s expansion into digital markets comes during a period of great industry growth and potential. Today, players at US online casinos alone spend over 30 million minutes daily playing games. 

“GameCo’s entry into the regulated igaming market is extraordinarily well timed, and we are delighted to be supporting its growth with our investment and our platform.”

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The Vancouver corporate and personal licensing firm’s solution enables gambling and gambling-related companies to store its licensing data and documentation for ongoing governance, regulatory investigation and the immediate creation of jurisdictional applications in secure cloud software.

Cameron Conn, CEO and co-founder of OneComply, said: “While we fully support the need for extensive applications and background investigations, a modernization of the process is urgently needed as companies look to maintain and grow their business efficiently. 

“As a gaming executive, the amount of time spent not only with accountants and lawyers working on completing the documents but the time spent ensuring this information was consistent across applications and appropriately secured was an exhaustive drain of time and money that is better spent on running business operations.”

Headquartered in Las Vegas with additional offices in New York City, GameCo is currently licensed to operate in more than twenty gaming jurisdictions, including Nevada.

Blaine Graboyes, CEO of GameCo, added: “Our company was built on the foundation of innovation and we look forward to supporting this modern approach to compliance. As a licensed manufacturer, we are constantly balancing market demand for our products with the ability to meet regulatory scale. We believe OneComply would reduce time, money, and complexity while delivering to the highest common standard.”

“We are very excited about the launch of the OneComply solution with GameCo. Support from companies like GameCo has been vital in ensuring the impactfulness of the product. We truly feel this will ease the ongoing stress companies face when meeting application and licensing requirements,” added Conn. 

OneComply is currently focusing on the North American Market with full product scalability to meet global regulatory requirements by 2021.

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The partnership will integrate Grid’s esports data and streaming solution with official and exclusive coverage of up to 80 per cent of the leading esports competitions into GameCo’s video game gambling machine offerings and partner casino destinations, both land-based and online.

This will incorporate real-time feeds of official data and streaming assets from Grid’s partnered esports competitions, scoreboard and visualisations and a range of services which it states are “designed to unlock the potential of esports for casinos and sportsbooks”.

Blaine Graboyes, co-founder and CEO of GameCo, noted: “Esports gambling is a tremendous untapped market across North America.

“In partnering with Grid, our combined industry knowledge, infrastructure, and technology will usher in a new era of engagement. We are thrilled to help make esports analytics and betting accessible for sportsbooks and players.”

Supported under the terms of the deal are titles such as Counter-Strike: Global Offensive, Dota2 and League of Legends at almost all major and minor tournaments.

The partnership comes as GameCo aims to unlock the potential of the Grid platform and its data assets to casinos and sportsbooks across the United States, Canada and Mexico, which it said will enable the properties “to capture a slice of the projected $12.4bn global esports betting market”.

“GameCo has cracked the code for revolutionising the casino experience for a generation that is used to, and expects, quality game-play in an accessible way,” added Moritz Maurer, CEO and co-founder of Grid esports.

“We are always looking for strong partners who believe in esports and its potential in the same way we do. GameCo was a clear choice in this regard and we are excited to expand our platform and efforts to a broader audience.”

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Whilst the relationship between esports and casinos is still young, it appears that the gap will be bridged in Las Vegas, Amazon recently brought mobile esports to Vegas with the Mobile Masters Las Vegas, at the Millennial Esports Arena in Neonopolis, the first arena in Vegas solely committed to hosting esports.

Speaking on the a panel at the conference, Seth Schorr, CEO of Fifth Street Gaming, and the Chairman of the Downtown Grand Hotel and Casino underlined that: “As a casino operator, there has been an undeniable trend that the millennial audience, is less inclined to play the traditional games that we offer in today’s casino environment, specifically slot machines, which for any casino operators is incredibly important to our bottom line.

“Not only does it represent a lion’s share of the revenue, but it represents a gross amount of the profitability. Table games are very volatile, labour intensive segment of the casino, and our casinos simply rely on slots in the current model.  So, we’re looking at all sorts of ways to diversify our casino experience.  It is my belief and my experience over the past couple of years that esports is one tactic in creating a strategy that is relevant to a younger audience.”

Blaine Graboyes, Cofounder and CEO of GameCo also spoke of how the demographic for casino’s has changed: “I’ve been producing esport’s events for five or six years now, I worked with publishers like Blizzard and Ubisoft, and War Gaming, we would bring events to casino’s, and it’s interesting, because in 2012, or 2013, when I would meet with Casino Executives, there wasn’t a lot of interest in esports, there was the perception amongst executives that gamers are teenagers in their parents’ basement, they’re not even old enough, they don’t have any money. It’s very interesting that only a handful of years later it’s changed 180 degrees.

“I would come in contact with casino executives, and they would explain that slots generate, probably, 80% of casino revenue, particularly in North America and the Las Vegas strip, and that the demographic was just simply ageing.

“Over the last decade, the average slot player’s aged ten years, so what was a 55 year old female is now a 60/65 year old female, and they’re just simply not being replaced.  And so, there is a number of strategies of how do you attract a new audience, and I would say esports has really been latched onto as one of many different products and tactics, that casinos can now re imagine themselves, as leveraging the incredible footprint, the incredible services that they have now for a new audience.”

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