Primero Games acquired Metcam, Inc on April 30th, 2022, an Atlanta-based manufacturer of sheet metal cabinets and components. Primero and Metcam have formed a strategic alliance to streamline Primero’s manufacturing operations of gaming cabinets, cash-dispensing kiosks, and Point-of-Sale systems, which will help customers to get their products at a higher level of consistent quality, without being affected by the challenging global supply chain issues. Metcam is a reputable fabrication company of sheet metal components that has been in the industry for 47 years, meeting the growing demands of the market. Due to this acquisition, Primero will be able to offer custom cabinet designs to its large and small customers globally. Mike Macke, gaming industry icon for over 40 years and owner of Primero Games stated, “Adding a gaming cabinet line to our existing product line opens new doors and opportunities to Metcam. Customers globally will enjoy more variety and value in games and cabinets. I am also very proud to say these cabinets are made in the USA.” Metcam CEO, John Mazurek, said “We are extremely excited about the new possibiliies this acquisition brings to Metcam, its employees and customers. The synergy of engineering and design for manufacturing provides its customers added value and a competitive edge.” About Metcam: Metcam marries sustainable practices with high-quality products by streamlining waste reduction processes with innovative equipment and fabrication processes. Metcam has won top honors in the state of Georgia by their customers, in addition to "Small Manufacturer of the Year in Georgia" in 2018. To check out Metcam, click below: http://www.metcam.com/

Primero Games is proud to announce that our founder, Mike Macke, has been awarded the prestigious 2024 Georgia Amusement & Music Operators Association’s Lifetime Achievement Award. This honor celebrates his incredible 46-year career in the gaming industry, a journey marked by innovation, leadership, and an unwavering commitment to excellence. Mike’s impact on the gaming industry is unparalleled. A true innovator and pioneer, his vision and ability to anticipate market trends have placed him at the forefront – laying the foundation for the thriving skill gaming market in Georgia with the creation of hand-counts and the introduction of Nudge games – and playing a pivotal role in shaping the industry. “Mike’s contributions, leadership, and unwavering dedication have left a permanent mark on the gaming industry and beyond,” said Shawn Fellows, GAMOA President.  “He continues to push the boundaries with innovative ideas and has set many of the standards that have shaped our industry.” His entrepreneurial spirit and extensive knowledge of game design and production led him to launch numerous successful businesses in both the amusement and tribal gaming sectors, including Digital Controls where he co-designed the hit countertop game Little Casino.  He founded Cadillac Jack in 1995, helping to reshape the landscape of Class II Tribal Gaming with the development of his Wild Ball Bingo.  As a route operator, he manages thousands of machines while also playing a critical role in developing redemption gaming markets across the United States. In 2009, Mike launched Primero Games, and in 2020, he acquired the company, setting it on a path of continued growth and innovation. His leadership has expanded Primero’s capabilities and reach into a fully integrated global company with the strategic acquisition of Storm Games, an online and retail game developer, and Metcam, a metal fabricator. In addition, Mike has influenced and mentored countless individuals across our industry, helping to build careers and nurturing a sense of loyalty, community and lifelong friendships. His commitment to excellence and his generous spirit is evident in everything he does - from his philanthropic contributions to his hands-on leadership style. Join us in congratulating Mike Macke on this monumental achievement and celebrate the lasting impact he has made on the gaming industry and community.

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.” To check out Storm Gaming Technology, click below: https://www.stormgamingtechnology.com/

Georgia-based Primero Games, a leader in the state’s COAM market, continues to provide impressive amusement innovation with the recent launch of its mobile and web-based social gaming platform called Gold Rush City . “It’s absolutely huge,” Primero CEO Barry Rutherford said. “Mobile and online gaming is where everything is heading, and our Gold Rush City platform has the potential to really disrupt the industry.” Social gaming has grown about 85 percent in the United States during the last four years The product went live in about a dozen states in October. Primero plans to offer it eventually in about 40 states that allow social gaming. “We want to convert people that we attract and onboard in the locations via the Gold Rush City kiosk to play our games online,” said Zach Bailey, Primero’s chief technology officer, during an interview on the G2E floor last month in Las Vegas.   What’s so exciting about Gold Rush City is that we’re providing players with a consistent experience across three channels – retail, mobile and online gaming,” Bailey continued.  “The same game they love and play in a C-store is now available to play online and on their phone.  This is a real differentiator in the market!”   He said Gold Rush City provides a unique “player acquisition opportunity because the company is able to tap into the route-based gaming market using a kiosk, which brings players to the online world”. Online customers can then use a credit card to play, making it even easier for customers to play from home, he said, “and easily access their wallet, which is what the system is all about.”   Primero recently announced a strategic partnership with Gaming Innovation Group (GiG), a world-class iGaming platform provider, to integrate its market-leading online platform with Gold Rush City . GiG is the technology “behind the scenes that makes all of this work,” Bailey said.   Primero’s acquisition two years ago of Storm Gaming Technologies, a game-development studio in Birmingham, England, has unlocked the ability to convert all Primero games to web and mobile-based formats, he added, allowing the games to be played identically using a cell phone, computer or cabinet.   “The player enjoys a consistent experience across all devices,” he said. Bailey said developing web-based games that perform well on both a cell phone and land-based cabinet requires “a special expertise.”   “We feel like we cracked that code through our Storm studio,” he said. “That’s why it was such an important and strategic acquisition for Primero to bring that expertise and technology in house.”   Primero now has its entire catalogue of games converted to web-based and mobile-based platforms, while still “making them available to our retail operators,” Zach said.  “We have the technology to excel at all three channels.”   Another product Primero is excited about is the newly released subscription-based content package for gaming operators called Primero Plus (Primero+), a first in the Georgia market and one of the first in the entire country.   “Primero is really focused on how we can deliver value quickly and consistently to our customers,” Bailey said.   The subscription content will be available on a brand-new game suite called Piggy Bank Deluxe . With the purchase of Piggy Bank Deluxe , operators receive eight games in the suite. In addition, they can subscribe to premium content. The subscription content plan secures an additional title every two months that is delivered to the machine via the internet.   “It’s like a Disney Plus subscription,” Bailey said. “These are the same games that are going to be across our entire ecosystem. We’re keeping that game content fresh for operators. As long as they’re subscribed, they get that new game every other month.”   Another benefit operators receive is a “predictable boost in revenue” that a new game creates, Bailey said.   Besides the potential for an enormous number of available games, Piggy Bank Deluxe  and its subscription-based service allows operators to access an online portal to manage and optimize all their games remotely.   “We’re really excited about launching subscription package for our Georgia operators,” he said. “And we believe Gold Rush City will be a game-changer within the industry.  We’re excited for the future and the value that we’re bringing to our customers.”

Primero Games continues to establish itself as one of the most influential and innovative gaming manufacturers, not just in the Georgia COAM market, but in the entire country.  Primero is in strategic growth mode, developing and launching a tremendous number of new games this year, forming strategic alliances, solidifying current markets and entering new ones.  The company now operates four development studios across the world, and the Norcross-based company is keeping all of them hopping. Two of the studios are located in its new Norcross headquarters with one focusing on kiosk development and the other on game development. Another game studio is located in Drummondville, Quebec, and a fourth, called Storm Gaming Technologies, is located in Birmingham, England. Primero, which is a leader in the Georgia COAM market, has another winner with its Joker Party game released in April. Primero CEO Barry Rutherford said the game “has been a hit with players and performs well over the Georgia daily average.” The dual-SAS game is one of several that Primero has released already this year. “We’ve released a record breaking nine games year-to-date – all which are dual-SAS ready,” Rutherford said, “with more entertaining games coming.” SAS is the protocol that allows Georgia’s amusement machines to communicate directly with the state’s central system, and that process requires a dedicated SAS port. Manufacturers can use a secondary SAS port to offer several features that benefit both player and operator through advanced gift-card kiosk systems.   Dual-SAS technology “is a game changer for Georgia’s COAM market,” Rutherford said, adding that the advanced kiosk systems allow players to redeem for gift cards themselves using TITO (ticket-in ticket-out) technology without the assistance of an attendant. The kiosks can also provide player tracking and player reward programs.  “Joker Party, along with Cadillac 1 and Cadillac 2 are some of our top-performing dual-SAS games,” noted Rutherford.  “We’re excited to be releasing Piggy Bank Deluxe, Winning Wheel and Disco Party to the Georgia market soon.  All have proven to have tremendous player appeal and incredible performance in markets where they have been placed.”   Primero is also introducing a subscription-based content package for gaming operators that is a first in the Georgia market and one of the first in the entire country. The subscription content will be available on a brand-new game called Piggy Bank Deluxe, developed in Primero’s UK studio. The subscription package will be available in the fourth quarter of this year. “This is a unique concept which adds tremendous value to the operator, the location and the player,” Rutherford said.   With the purchase of Piggy Bank Deluxe, operators receive eight games in the suite. In addition, Rutherford said, “they can subscribe to premium content.” The subscription content plan secures an additional title every two months that is delivered to the machine via the internet.  “It’s like a Netflix subscription,” he said. “It keeps it fresh for players, and the locations see new content every two months.” Besides the potential for an enormous number of available games, Piggy Bank Deluxe and its subscription-based content provide other benefits, as well.  “As part of the subscription, operators will have access to an online portal to manage all of their games remotely,” he said.  Another new game Primero is excited about is Zeus , developed specifically for the first-in-market Nova Wings cabinet. The game will be featured prominently at the Southern Amusement & Entertainment Expo this month in Duluth.  Zeus features two progressive wheel bonuses and three different interactive portrait monitors, creating an immersive gaming experience for players.  “The quality and innovation of Zeus on our Nova Wings cabinet is a must-see at the show,” Rutherford said. “Its casino-quality graphics and animations paired with the excitement of the progressive wheels creates anticipation and thrills for the player.”  In addition to all its software upgrades, Primero has made significant strides in its cabinet design. The Nova series is the company’s “premier, luxury line,” Rutherford said. The company is also excited about its new Astro series.  “We’ve made a very slim-lined metal cabinet … that’s built with the street operator in mind,” he said.  “We wanted to meet the needs of our customers by offering them a high-quality image while maintaining affordability.”   The Astro cabinet fits 43-inch, 32-inch or dual-screen monitors and is lightweight and “easy to transport from location to location,” he added. It accepts any bill acceptor or printer. “This is a cabinet I think is really going to fly,” Rutherford said. Another Primero enhancement uses a Cubix monitor that allows legacy games that don’t have vertical screen capability to use a dual-screen monitor to physically appear to be a vertical screen. “We’re excited to use this monitor for our older-style games that players still like to play,” he said. “It also gives operators the ability to get a few extra miles out of their MIG boards.” One of the most exciting new products for Primero is a social gaming platform called Gold Rush City that allows players to play at home on their mobile phones via an app, play on a website or play in a location via a kiosk. Primero recently announced a strategic partnership with GiG, a world-class iGaming platform provider, to integrate their market leading online platform with Gold Rush City.  Social gaming has grown approximately 85 percent in the United States during the last four years, and though not currently legal in Georgia, the product will go live in about a dozen states in October. Primero plans to offer it eventually in all 40 states that allow the game.  “It’s absolutely huge,” Rutherford said. “It’s where everything is going.” The Georgia Amusement Journal will have more on the social gaming product in its October issue. Primero’s innovative backbone should come as no surprise. Primero’s owner is industry legend Mike Macke. Macke's 40-plus years of experience include becoming one of the largest operators in the Southeast and extensive knowledge of game design and production. His roots in the industry date back to 1980, when the first company he was involved in created the hit countertop bar game Little Casino. He also founded Cadillac Jack, a company that transformed Class II gaming, and he brought the "nudge” concept to the US market.  He also created a hand-count concept that allows the games to comply to the $5 Rule.  When Governor Roy Barnes shut the industry down years ago, Macke brought Nudge games to the market which helped save and rebuild the industry. Following a recent tour of Primero’s 50,000 square-foot headquarters in Norcross, Macke said Primero has much more amusement innovation coming for Georgia and across the country. “We’re pushing the Primero brand to new heights,” he said. “We’ve got the team to do it.” “He’s been an incredible mentor,” Rutherford said of Macke. “This is a fun industry to be in.”