ALEA acquired IGT’s LadyLucks.co.uk
ALEA, operator of the world’s first 3-D virtual reality online casino, SlotsMillion, has significantly strengthened its presence in the U.K. market following its acquisition of the LadyLucks brand from IGT.
ALEA has taken charge of the brand and has already made major changes by migrating the site to the ALEA platform and increasing the total number of game providers from two to seven.
LadyLucks launched back in 2004 as the market’s first mobile-only casino, but now, under ALEA ownership, boasts 80 plus games from the likes of Microgaming, NetEnt and IGT, available across both desktop and mobile channels.
The ALEA takeover also means players will be able to access games on desktop for the first time, along with slots with free spin features. In addition, the LadyLucks game portfolio will be bolstered with more titles over the coming months.
To help oversee the transaction and to drive continued growth in its new U.K-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 program until July 2017.
The news comes hot on the heels of ALEA being awarded a license by the U.K. Gambling Commission to launch its innovative 3-D virtual reality casino SlotsMillion to U.K. players for the very first time.
ALEA co-founder, Alexandre Tomic, stated: “This is a bold move from ALEA and forms part of our battle plans for the U.K. market. Now that we have a license from the Gambling Commission, we want to significantly grow our presence in the country.
“LadyLucks is already benefiting 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 the U.K., and with the help of Sarah Quinan, our new LadyLucks Casino Manager, it will become a force to be reckoned with.”
ALEA was founded with the aim of creating a world-class online casino experience and to design and develop new technologies and innovations to drive player engagement and take online casinos to the next level.