Caesars Interactive Purchases Fourth Social Gaming Company
The interactive subsidiary of Caesars Entertainment Corporation, Caesars Interactive, has bought the Israel-based social gaming business Pacific Interactive which owns the slot machine, free-to-play application House of Fun.
This is the fourth social gaming company that Caesars has bought in the last few years. The purchase reflects the growing popularity of social gaming.
House of Fun is free to play on internet platforms such as Facebook but many customers will make small purchases of up to $1 of gaming tokens. The game, which was launched in 2011, has an average of 700,000 daily users.
An analyst from Eilers Research estimated that Pacific made $25 to $30 million in revenue last year, 75% from its Facebook application and 25% from its mobile application. The analyst, Adam Krejcik, has ranked Pacific ninth on his Eilers’ social casino tracker of the companies with games on Facebook.
Last year Caesars Interactive generated $290 million in revenue from social gaming. As well as Playtika and the WSOP, Caesars also owns games produced by Buffalo Studios.
Caesars has said that House of Fun will be integrated into Playtika’s social and mobile game portfolio.