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Latest News at Storm Gaming Technology

Storm Gaming has been acquired by Primero Games

UK-based gaming and software supplier Storm Gaming has been acquired by Primero Games. A controlling interest in the company has gone to industry icon Mike Macke, owner of Primero, who becomes a majority shareholder with Richard Sheldon and Darren Breese.

A new company structure has been implemented at Storm, with investment, that will "create a mutually beneficial relationship for both companies with a sizable content library, in addition to global expansion opportunities.


Macke, Breese and Sheldon are joined on the new board by Sabrina Anthi Howells, continuing as Storm's commercial director, the Primero CFO, Victor Kannan, and its business development

director, Barry Rutherford. In addition to the increase in the Primero content portfolio, the new organisation will have access to Storm's remote game server and its content. Macke said that he

was keen to work with Storm CEO Sheldon and former Blueprint Gaming founder Breese. Macke and Breese go back over 20 years. Said Macke: "The Storm acquisition blends a strategic synergy between the companies and opens a new door for Primero games.


The financial investment backs new manufacturing opportunities in the US for Storm. Macke and Sheldon are seeking online growth with the aim to achieve substantial integrations on to the RGS across many platforms and also on land-based strategy to enter new markets, notably the US and Latin America. The UK gaming market is also in the new company's sights, offering a stable, regulated environment to expand land-based strategy. They feel both companies will be able to grow in the future with new product launches in the UK gaming markets, new content for igaming and new markets for both Storm and Primero. Said Sheldon: "The company has worked hard to build a brand in gaming and our ambitions are to be a significant global name in gaming markets worldwide. The link with Primero immediately gives us access to a huge pool of product and talent in the US markets and will allow us to bring some of the best-known content in the US land-based sector intothe gaming business - as well as a transfer of knowledge and product between the two companies."


Darren Breese is the former CEO at Blueprint Gaming and before that was machines manager for Holiday Inns and has been based in Atlanta, US, for nearly 30 years. Sheldon is the founder and CEO of Storm and has considerable knowledge and expertise in gaming throughout Europe in both the land-based and gaming spaces.


Macke has more than 40 years' experience, ranging from production and cabinet design to game development and advocacy. He is known for his work with Digital Controls, conceptualising the Nudge feature for the Georgia (US) market and launching Cadillac Jack. He bought Primero in late 2020.

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Latest News at Storm Gaming Technology

Silver Bullet partnership deal to integrate Storm Gaming’s suite of titles.

Relax Gaming, the igaming aggregator and supplier of unique content, has agreed a Silver Bullet partnership deal to integrate Storm Gaming’s suite of titles.

As the latest game studio to benefit from the industry’s leading distribution programme, the deal will provide Storm Gaming access to Relax’s host of tier-one operators, as well as unrivalled speed-to-market.

After ten years in the industry, Storm Gaming has engineered an agile approach to game development, allowing it to supply content for online, mobile, on gaming terminals and tablets, with the deal set to greatly broaden its reach.

Combining innovative designs and an extensive range of over 100 games including slots, LPM and bingo, the studio develops its content to provide a superior online gambling experience.

The agreement further enhances the diverse selection of quality games available to Relax’s clients – which has seen notable expansion in recent months across multiple European markets.

Commenting on the deal, Simon Hammon, CPO at Relax said: “Storm Gaming’s focus on technology and high-quality content represents the ideal partner for us and our operators.


The deal highlights the value that Silver Bullet brings to the table both for us and for studios, allowing for content to be exposed to the leading operators at unmatched speed. We look forward to supporting their next chapter of development.”

Sabrina Anthi Howells at Storm Gaming said: “The entire team at Storm Gaming is first and foremost about making gambling more fun than it ever was before. Our mission is to create exhilarating and dynamic experiences, so when the time came to find an aggregator partner, Relax was the obvious answer.

“The Silver Bullet programme is exactly what we need to help us get to the next level as a developer in the igaming industry. We look forward to bringing something fresh to the slots scene.”  

Testament to Relax’s credentials as the industry’s preferred platform, the provider was chosen by over 13 leading gaming suppliers as their primary distribution channel in 2020, with plans for a wealth of additional content to be added in the coming months.

Recognised as a true driver of differentiation, Relax has won a host of accolades for its approach, celebrating Casino Software Supplier, Innovation in Mobile, Poker Supplier, Bingo Supplier at the EGR B2B 2021 Awards along with Casino Content Supplier at the 2021 EGR Awards in February.

Copyright of Relax Gaming.