Primero Games Storms UK
Primero Games acquires controlling interest in UK-based iGaming and software supplier, Storm Gaming. With Primero’s acquisition, the new company structure and investment will create a mutually beneficial relationship for both companies with a sizable content library - in addition to global expansion opportunities.
Under the new structure, Primero Games, which is owned by industry icon and entrepreneur, Mike Macke, will become the majority shareholder with Richard Sheldon and Darren Breese.
Along with Macke, Breese, and Sheldon, joining the board is Sabrina Anthi Howells, continuing as Storm’s Commercial Director, as well as Primero CFO, Victor Kannan, and Primero Business Development Director, Barry Rutherford.
This partnership allows Primero to increase its content library, specifically focusing on the iGaming market and entry into new global markets. Primero will have access to Storm’s Remote Game Server with dozens of games to choose from, increasing customer reach and gameplay. Macke is eager for the opportunity to work with Storm’s CEO, Richard Sheldon, and former BluePrint Gaming Founder, Darren Breese. Macke and Breese’s relationship spans over two decades and the joint experience across both teams will allow for accelerated growth.
Macke stated, “We are looking for a strategic blend between land-based games and online games. With the successful track record of Storm’s Remote Game Server and Primero’s record of releasing reputable games, this partnership unifies the two. This next chapter is the ideal opportunity for Primero to accelerate into the iGaming market and leverage the remote gaming server for significant growth.”
The financial investment backs new manufacturing opportunities in the US for Storm. Macke and Sheldon are focused not only on online strategy growth with the aim of substantial integrations on to the RGS across many platforms, but also on land-based strategy and the opportunity to enter new markets - particularly in the US and Latin America, already in the pipeline.
In addition, The UK gaming market offers Primero a stable, regulatory environment to expand land-based strategy. This will see for both companies to grow over the coming years with new product launches in UK gaming markets, new content for iGaming markets, and the entry of new markets for both Primero and Storm.
Commenting on the deal, Sheldon stated “The company has worked hard to build a brand in gaming and our ambitions are to be a significant global name in gaming markets worldwide. The link with Primero immediately gives us access to a huge pool of product and talent in the US markets and will allow us to bring some of the best-known content in US land based into the iGaming sectors - as well as a transfer of knowledge and product between the two companies, allowing both companies to grow significantly over the coming years.”
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