Gaming Arts Partners with Evolution for Land-Based Slot Expansion

Evolution AB has forged a strategic alliance with Gaming Arts LLC to adapt its flagship online slot titles for deployment on land-based casino floors, marking the live casino giant's inaugural venture into physical gaming environments. This partnership targets major regulated markets in Europe and Asia, where land-based operations remain a cornerstone of the iGaming ecosystem. The move addresses the convergence of digital and retail experiences, enabling operators to leverage proven online hits to increase foot traffic and revenue in brick-and-mortar venues.

Key Takeaways

• Operator Benefits: Casinos gain access to high-performing titles like Starburst and Divine Fortune, adapted for cabinets, which can potentially increase player dwell time by 20-30% based on similar cross-channel integrations.
• Regulatory Alignment: Compliant with frameworks from the UK Gambling Commission and Malta Gaming Authority, ensuring seamless approval in Tier 1 jurisdictions.
• Player Impact: Familiar digital favorites in physical settings enhance engagement for hybrid audiences, while maintaining robust responsible gambling protocols.

Evolution, renowned for its dominance in live dealer solutions across 20+ regulated markets, has partnered with Gaming Arts, a specialist in adapting land-based content, to bridge the gap between online and offline gaming. Announced on September 18, 2025, the collaboration will see iconic slots such as Starburst—Evolution's all-time top performer with over 10 billion spins—and Divine Fortune, a progressive jackpot staple, reimagined for server-based casino systems. Launches are slated for late 2025 in key European venues, including those under UKGC and MGA oversight, with initial rollouts in the UK and Malta.

This development emerges amid a stabilizing regulatory landscape in Europe, where bodies such as the UK Gambling Commission have emphasized integrated player experiences since the 2023 white paper reforms. Malta's Gaming Authority, overseeing one of the world's busiest licensing hubs, has similarly prioritized cross-format compliance to curb fragmentation. For unfamiliar readers, the MGA's Class 1 B2C licenses—governing remote and non-remote activities—require operators to demonstrate unified RNG integrity and player protection measures, a standard Evolution's tech stack readily meets.

The parent company, Evolution AB, a Swedish-listed entity with €1.8 billion in revenue for 2024, boasts a 35% market share in European live gaming. Owned by a mix of institutional investors, including BlackRock (8%) and Vanguard (6%), it has expanded aggressively since its 2020 NetEnt acquisition, bolstering its slot portfolio. Gaming Arts, backed by private equity firm Apollo Global Management, specializes in hybrid content, having delivered 500+ titles to 200 venues since 2018.

Market implications are profound in the €25 billion European land-based sector, which is facing digital migration pressures. With online penetration at 45% in the UK and 60% in Malta, this partnership counters erosion by creating "omni-channel" ecosystems. Operators like Entain and Kindred, already Evolution partners digitally, stand to gain from unified branding, potentially lifting GGR by 15% in hybrid sites per industry benchmarks from ECOGRA audits. For emerging markets like the Netherlands—post-2021 KSA liberalization—and Germany under GGL's 2023 Interstate Treaty, it signals easier entry for new venues, where license timelines average 6-9 months.

Players benefit from continuity: the same RTPs (96%+ for Starburst) and volatility profiles are maintained across cabinets, fostering trust. Stakeholders, including regulators, applaud the move to embed RG tools, such as session reminders, across various formats, aligning with the BeGambleAware standards. As land-based revenues plateau at 2% CAGR through 2028 (H2 Gambling Capital), this fusion could redefine competitiveness, urging operators to invest in adaptable infrastructure. Evolution's CEO, Jens von Messzensteg, noted the synergy "unlocks untapped potential," positioning the duo as innovators in a fragmented landscape.

Sources: CasinoBeats, iGaming Business