Sega Sammy, one of Japan’s leading entertainment corporations, has officially made its full-scale entry into the online casino industry. Behind this strategic move lies the rapidly growing iGaming market, particularly in the United States.
Following the COVID-19 pandemic, the legalization of online casinos and sports betting has accelerated across North America, turning the sector into one of immense revenue potential. Sega Sammy has acquired GAN, a U.S.-based iGaming platform provider, as part of this expansion.
This partnership marks the beginning of a global digital entertainment strategy that goes far beyond Sega Sammy’s traditional gaming ventures. This article explores GAN’s profile, acquisition details, and Sega Sammy’s broader ambitions for the future.
About GAN And Its Strengths
GAN is an iGaming solutions company headquartered in Irvine, California. It specializes in developing and providing casino online and sports betting platforms and has established partnerships with major casino operators in the U.S.
One of GAN’s key strengths is its real-money gaming (RMG) platform, known for robust customization capabilities that leverage user behavior data. Their proprietary “GAN Sports” product is especially praised for its comprehensive offering—from bet management and odds generation to support for live betting.
Acquisition Details And Deal Value
In November 2023, Sega Sammy announced its agreement to acquire GAN for approximately $106 million (around 16 billion JPY). The deal involves a full acquisition of all shares, at a premium price of $1.97 per share.
While the deal was initially expected to close in March 2025, a news release dated February 7, 2025, announced a revised completion date of March 2026. Through this acquisition, Sega Sammy gains immediate access to GAN’s technology, human capital, and customer base in the online space.
The company is expected to fully integrate GAN as a wholly owned subsidiary after completing the stock acquisition.
Why Enter The iGaming Market Now?
As of 2023, the global iGaming market was valued at approximately 9 trillion yen and is expected to grow at an annual average rate of over 10%.
In the U.S., state-by-state legalization is progressing, and regulatory relaxation is also spreading in Canada and Europe. These shifts have positioned online casinos and sports betting as significant revenue sources, rivaling physical casinos.
For Sega Sammy, entering the iGaming market represents a natural extension of its core businesses—pachinko and resort development—creating a new growth engine for the future.
Sega Sammy’s Strategic Goals And Synergies
The decision to acquire GAN is part of a broader strategy that seeks to generate synergies with Sega Sammy’s existing integrated resort (IR) and gaming operations. The company’s wide-ranging entertainment businesses—spanning pachinko, home consoles, and arcade games—have strong compatibility with iGaming.
There is considerable potential to apply existing assets like user interface design and IP content to the iGaming sector. Moreover, as one of the few Japanese companies pursuing a “global iGaming strategy,” Sega Sammy’s ambitions in the North American and European markets are drawing attention within the industry.
Outlook And Challenges
Post-acquisition, Sega Sammy plans to gradually integrate its operations and expand its global presence, particularly in North America and Europe. The strategy involves maintaining GAN’s local offices while supporting management from Japan to address regional demands more effectively.
However, challenges remain, including strict legal regulations across countries, low brand awareness, and cultural differences in gambling perception. As a Japanese company, building international credibility and a sustainable business foundation will be key to long-term success.
Conclusion
Sega Sammy’s acquisition of GAN represents a landmark move by a Japanese entertainment company into the global iGaming market. With expertise developed through IR and gaming, Sega Sammy is positioning itself to gain momentum in the fast-growing online sector.
While legal and cultural challenges lie ahead, the potential synergies and clear strategic vision make this venture a strong candidate to become a major revenue pillar in the years to come.
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