Tech conglomerate Sega Sammy successfully finalizes $96 million purchase of digital gaming technology company GAN Limited.
Sega Sammy, a global gaming and entertainment conglomerate, has marked its entry into the regulated U.S. iGaming market through the acquisition of GAN Limited. In a deal valued at $1.97 per share, Sega Sammy's affiliate, SEGA SAMMY CREATION INC., purchased the North American B2B technology provider on May 27, 2025.
The acquisition led to GAN's delisting from the NASDAQ market, signaling the end of its public trading status.
The merger positions Sega Sammy with significant expansion in the U.S. market, aligning with GAN's technology and expertise. Key among GAN's assets is the GameStack platform, a comprehensive real money gaming solution. Through the acquisition, Sega Sammy gains access to this cutting-edge technology, which is expected to accelerate growth and broaden GameStack's offerings.
Apart from the GameStack platform, Sega Sammy now also oversees Coolbet, an international B2C operator of internet sports betting, including the Coolbet brand. The acquisition provides Coolbet with increased resources and strategic guidance, likely to scale its operations and technology infrastructure in competitive markets.
The integration under Sega Sammy is expected to provide expanded capabilities, regulatory support, and potential cross-market synergies, leveraging Sega Sammy’s broader entertainment portfolio. This strategic move signifies Sega Sammy's intent to bolster its presence in the U.S. regulated iGaming market and strengthen its technology offerings, while simultaneously expanding the reach and capabilities of Coolbet.
- With the acquisition, Sega Sammy now manages Coolbet, an international B2C operator not only in internet sports betting but also in online casino games, potentially incorporating slot machines like those found in Las Vegas.
- Sega Sammy's acquisition of GAN Limited has given them access to the GameStack platform, a technology that offers free spins and other features commonly found in slot machines, aiming to increase their competitiveness in the online casino market.
- Beyond the GameStack platform and Coolbet, the merger presents an opportunity for Sega Sammy to explore and possibly venture into unexplored territories such as sports betting in Las Vegas, leveraging the advanced technology and synergies from this strategic move.
