Playtech To Enter Online Social Gaming Market

Playtech has recently secured an agreement with Skywind Holdings that will allow them to enter the ever growing social gaming market as well as strengthening their core online gambling software. Social gaming is huge business with players paying real money for virtual goods within games. Companies such as Zynga are the dominant players in the industry and Facebook is the biggest platform for these types of games.

Instead of the traditional road of revenue generation through real money gambling, companies in the social gaming market charge players for items or extra features which allow a player to advance through the games. Recently there have been a lot of slot machine games released which charge players real money for credits which are used to play the pokie machines within the games. Advancing through the games are done by achieving certain payouts or combinations within the reels. These games have become extremely popular on mobile devices such as the iPad and iPhone and have also become an extremely lucrative market for the developers themselves.

There have been recent complaints by welfare advocacy groups that these types of games are introducing people to gambling without actually wagering real money. The fact that players are handing over real money to activate extra features in the game makes them very similar to real money slot machine games, obviously though without the payout of real money. The recent deal by Playtech means they can enter the market and generate revenue sources outside of their traditionally licensed online casino platform and enter markets that could potentially lead to them becoming a household name within the social gaming industry.

The deal will also allow Playtech to strengthen it’s core product of licensed casino software with the cross licensing agreement allowing Playtech access to more mobile gaming products as well as rummy and poker software.

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