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Industry Veterans Create New IGaming Brand Eyas Gaming

The UK online gambling market is bracing itself for a brave new arrival after the new iGaming brand Eyas Gaming announced its launch into Germany with further expansion plans in the pipeline.

 Eyas Gaming Germany

 Headquartered in Malta, Eyas Gaming is a new online brand founded by experienced industry veterans Joe Saumarez Smith, Michael Brady, and Adam Joseph.

 Dubbing the regulation of the German online gambling market “a huge opportunity”, Eyas Gaming said it aims to have a market-leading product live in the country when its market opens in July 2021.

The company’s website names the UK, along with Germany, as one of its initial two target markets, promising to deliver “the best arcade slots familiar to land-based customers.

No date has been announced for a launch into the UK market for Eyas Gaming, suggesting the firm’s focus is fixed on a successful start in Germany before aiming to establish itself in Britain.

Impeccable pedigree

Eya Gaming to UK

 When the firm does decide to make its seemingly inevitable move on the UK, it will have plenty of experience to draw upon in its founders.

Chairman Saumarez Smith has been in the online gambling industry for 18 years, having founded the Sports Gaming management consultancy in 2001 before launching BetUK.com, which he sold to private equity investors in 2007, and then Bede Gaming in 2011.

Eyas Gaming’s chief executive Michael Brady brings a wealth of online bingo experience to the table, having been one of the first employees of Cashcade, which of course launched Foxy Bingo. Michael went on to become commercial director of bingo at Partygaming and has enjoyed success in online poker and casino as well as bingo.

Joe and Michael are joined at Eyas Gaming by chief operating officer Adam Joseph, who is the former head of UK casino at Betfair and went on to head up Bodog casino.

Big challenges

The prohibition on online casinos in Germany was lifted earlier this year when 16 German states agreed to a new gambling treaty, paving the way for online slots, bingo, and poker games in the country.

Eyas Gaming will use the Bede platform to offer Merkur online slots games to German players, and Joe Saumarez-Smith said: “The regulation of the German market is a very exciting time and a huge opportunity for us.

“The proposed rules for the German market will present some big challenges for all operators but we think that we will be able to build a market-leading product with Merkur that is specific to the German market and the new regulatory regime.”

The measures imposed as part of the new German gambling treaty include a €1 (91p) stake limit on online slots, limits on the availability of in-play sports betting, and a ban on internet advertising of gambling products between 6am and 9pm.

The restrictions placed on licence holders in Germany raised questions over whether or not the country will be able to keep non-licence holders from invading the market, and regulatory amendments could be important to the success of brands like Eyas Gaming.

Growth for Gauselmann Group

 Eyas Gaming is backed by the German-based Gauselmann Group, which acquired a majority stake in Bede Gaming in March 2020 to further expand its strong digital presence.

Gauselmann Group operates all over the world, employing more than 13,000 people across 40 different countries, with revenues upwards of €3.6 billion.

When asked about the creation of Eyas Gaming, Gauselmann chief executive Paul Gauselmann said: “I am thrilled about this collaboration.

“The operational experience of our partners in conjunction with our technological platform as well as our renowned Merkur games will enable us to successfully establish online offerings in Germany and other regulated markets.”

More to come from Merkur

The renowned Merkur games he speaks of include slots like Eye of Horus, Fishin Frenzy, Monkey Mayhem and Myra Gates among over 200 titles covering every style and genre.

Merkur Gaming

Merkur is by no means the biggest games provider in the UK but has nevertheless enjoyed success with its classic games of up to 10 pay lines, multi games with 15 pay lines or more, power games with 40 or more lines, and scratch cards and table games.

Yet to break into the UK market’s top 100 suppliers, Merkur Games’ most popular titles are Wild Kalahari, Monkey Mayhem and Myra Gates, and the company is always creating innovative new games.

Ankaa’s Dawn is a slots game with a Viking woman as its star, Treasures of Egypt is a 40-line game with a top prize of 30 times your stake, and Forbidden Princess may have already caught your eye with its stylish and somewhat adult presentation!

Eyas Gaming will be taking some of these titles and more into Germany, and it surely won’t be long before we see them making a big push here in the UK.

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