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Aristocrat Enters Social Gaming

Australian slot manufacturer Aristocrat Leisure Ltd. announced an agreement to acquire Product Madness, Inc., a leader in the fast-growing online social casino space. Product Madness is one of the top five operators in the social casino slot genre on Facebook, with more than 500,000 daily active users and 3.5 million monthly active users.

Product Madness has been focused on Facebook applications since its inception in 2007, and is the publisher of numerous successful Facebook games. The company has offices in San Francisco and London with more than 20 employees.

“The acquisition will strengthen Aristocrat’s online gaming presence by bringing the company a top-tier social casino operator and a best-of-breed social gaming platform,” said a statement from Aristocrat.

 CEO and Managing Director Jamie Odell said Aristocrat will be able to offer its casino customers new forms of content through a robust social gaming platform, while also gaining a strategic foothold in the social casino market.

 “The Product Madness platform will allow our customers to meaningfully enhance that player experience,” Odell said. “Together with our recently announced acquisition of an internet gaming system and remote game server, Aristocrat is making strategic and measured investments that position us for a future in which online channels will be key to our growth.

Aristocrat has acquired the entire Product Madness business, including management and staff. Product Madness co-founders Lior Shiff and Jose Brotons will continue to lead the business.

“Joining the Aristocrat team is a significant milestone for us,” said a statement from Shiff and Brotons. “The combination of Aristocrat’s game library with our powerful social technologies and know-how will allow us to create an exciting player experience with extensive reach, pushing our collective presence and traction in the online social gaming market to a whole new level.”