SG Interactive

Oh SG Interactive, where do we begin? We’ll try at the start but, like following the descendants of a house in Game of Thrones, the history of Scientific Games is filled with intrigue, marriage, murder and betrayal. Ok, it’s not actually. But it is filled with technology innovation, developer mergers, acquirements and a whole lot more.

We can trace Scientific Games all the way back to 1943, when it was manufacturing pinballs (how retro!) and revolutionising the industry by inventing tilt technology. In fact, when we talk about Scientific Games, we’re talking about the land-based division, responsible for machines across the country. As Scientific became a name that was steamrolling the industry throughout the 90s, the world of online gaming beckoned in the mid noughties. The formation of Bally Interactive in 2011 and Williams Interactive in 2012 delivered the likes of slots such as Barcrest favourite Rainbow Riches, one of the most popular Irish-themed slots to date. Over the years we’ve seen plenty of successful slots that all bear the SG Interactive badge on it.

But what a badge to wear. It’s from a developer that describes itself as an experienced partner and a legacy of innovation. Which it can live up to judging by the many partnerships it has created over the years and number of trophies weighing down its trophy cabinet. It was only as recent as 2017 that Scientific acquired the already massive NYX Gaming Group. It meant that Scientific would become a world leader in digital gaming and lotteries and, with NYX’s channels, reach and platform, increase and improve the SG Interactive division.

Before all of this, SG Interactive was still rolling out hugely popular slots and picking up an array of awards. It was the Social and Free-play Gaming Supplier of the Year in the 2015 and 2014 eGaming Review B2B Awards, highlighting the emphasis it puts on the interactive element of its slots. More recently, we’ve seen it come up trumps at the 2018 ICE totally Gaming convention, winning the Innovation of the Year accolade and came highly commended in Game of the Year for Willy Wonka Golden Ticket. Even its CEO picked up the CEO of the Year award at the 2018 Global Gaming Awards, recognised for his leadership of NYX under the SG flag. And, to top it all off, SG Interactive also released an Anchorman slot. What a way to stay classy.

SG Interactive’s mission statement is “to empower our customers by creating the world’s best interactive gaming experiences”. And that’s just what this gaming giant achieves, even if it means buying up NYX and getting them to do it. But with a global reach and offices ranging from the UK to India, Israel, Sweden and the US, behind the scenes is a diverse, collaborative workforce, based on a culture of entertainment. It’s that culture that spills out into the slots we see, play and enjoy.

We thought that NYX was taking over the world, one gaming developer at a time. Which it was. Until SG Interactive revealed it wielded more power and took it over. You see, it is kind of like Game of Thrones after all.