Malta-based ALEA, operator of the virtual reality online casino, SlotsMillion, has significantly strengthened its presence in the UK market following its acquisition of the LadyLucks.co.uk brand from IGT for an undisclosed consideration.
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.co.uk launched in 2004 as the market’s first mobile-only casino; under ALEA ownership, the operation now boasts 80+ games from the likes of Microgaming, NetEnt and IGT, available across both desktop and mobile channels.
The ALEA takeover means players will be able to access games on desktop for the first time, and the LadyLucks.co.uk 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 UK-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 programme until July 2017.
The news comes hot on the heels of ALEA being awarded a licence by the UK Gambling Commission to launch its innovative virtual reality casino to UK players for the very first time.
ALEA co-founder, Alexandre Tomic, said: “This is a bold move from ALEA, and forms part of our battle plans for the UK market. Now that we have a licence from the Gambling Commission, we want to significantly grow our presence in the country.
“LadyLucks is already benefitting 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.”