Devilfish in B2B deal with German leisure group

02/24/2010

It seems an ever growing number of online gambling companies are entering into b2b deals in the industry, with the London-listed Devilfish Gaming the latest to ink a contract.

Devilfish has signed an agreement to provide Germany’s giant Gauselmann GmbH leisure and entertainment group with development and advisory services with the goal of launching a new Italian-facing online casino and poker brand at Gauselmann's Merkur Win.

Devilfish operates the popular Devilfish.com online poker domain and subsidiary Devilfish Services, a business-to-business consultancy unit. The company will Espelkamp-based Gauselmann with marketing strategies for the new Merkur Win brand along with designing and setting up the site’s affiliate program.

“We are very happy to be involved with Gauselmann’s famous Merkur brands,” said Paul Barnes, chief executive for Devilfish Gaming this week.

“Devilfish has a lot to offer because we both operate an online gaming business and share that know-how with selected strategic partners who are entering the market. In addition, we own the valuable Devilfish brand, which we also license to third parties in non-competing markets.”

Devilfish will assist in the design and implementation of customer promotion and bonus programmes for Merkur Win along with product and channel management including third-party product selection and ‘functional requirement specifications’.

Gauselmann Group is a German company that provides leisure-time gaming entertainment for millions of people through coin-operated amusement machines both with and without prizes. The family-owned company has been the German market leader for coin-operated amusement machines for years, using the well known smiling ”Merkur sun” logo.

The continuous growth of the group’s international businesses has been gaining more and more importance. The Atronic subsidiary is the first European company having obtained a manufacturer’s license for the state of Nevada, the largest casino market in the USA.

The group was founded in June 1957 by Paul Gauselmann, who remains the CEO with son Michael as deputy. In addition to manufacturing coin operated gaming machines, the group also operates machines in its own arcades through Mercur Spielothek.