Aristocrat buys Israeli social gaming company for $500 million

Aristocrat buys Israeli social gaming company for $500 million
Pokies manufacturer Aristocrat has swooped on Israeli social gaming company Plarium, buying it for $US500 million.

The acquisition would increase Aristocrat’s footprint in the growing digital gaming market.

The deal would increase the digital revenue contribution to Aristrocrat’s bottom line from 14 per cent to 22 per cent.

Plarium’s most popular game to date is Vikings: War of Clans. The game is ranked in the top 10 strategy games since its launch in key target markets.

The acquisition comes after Aristocrat bought social-casino operator Product Madness in 2012.

Aristocrat chief executive officer and managing director Trevor Croker said the acquisition would see Aristocrat expanding into the fast growing mobile market.

“Plarium provides a unique opportunity to continue and accelerate this growth by diversifying into attractive new mobile gaming segments, including Strategy, RPG and Casual.”


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