European online gambling group ALEA has informed that it has acquired UK mobile casino brand LadyLucks.co.uk from IGT Group (undisclosed fee).
Confirming its acquisition, Barcelona-based ALEA detailed that it will maintain the LadyLucks.co.uk brand, but has undertaken a migration of platform and revamped the asset’s website.
LadyLucks.co.uk is a legacy mobile casino brand, first brought to market in 2004 by former London-AIM enterprise Probability Plc. The brand was absorbed by IGT Group’s former GTECH division in 2014 as part of its £18 million outright acquisition of Probability assets.
Updating the market, ALEA Co-founder Alexandre Tomic has detailed that the LadyLucks.co.uk brand will form an integral part of his firm’s UK expansion strategy. This September ALEA management confirmed that it had secured a UKGC operator licensing approval.
“This is a bold move from ALEA, and forms part of our battle plans for the UK market. Now that we have a licence from the Gambling Commission, we want to significantly grow our presence in the country.” Tomic Detailed
“LadyLucks is already benefitting from the ALEA touch; we have quadrupled the number of game suppliers, rolled out games on desktop as well as mobile, and given players access to free spins for the very first time.
“We see huge potential for the LadyLucks brand to become a power player in UK online casino, and with the help of Sarah Quinan, our new LadyLucks Casino Manager will become a force to be reckoned with.”
To help oversee the transaction and drive continued growth in its new UK-facing brand, ALEA has hired Sarah Quinan as LadyLucks Casino Manager. Quinan worked closely with the brand for many years, developing the customer support and driving its VIP programme until July 2017.