Markets in UAE, Japan, and Thailand experience shifts following the explosive incident on Dragon Train
In the gaming industry, Las Vegas-based global supplier Light & Wonder is making strategic moves, despite a recent legal setback. The company, formerly known as Scientific Games, is targeting expansion in key Eastern markets, including Thailand, Japan, and the UAE, as it navigates a legal dispute over its bestselling game, Dragon Train.
The court has ruled in favour of Aristocrat Technologies, which claimed that Light & Wonder copied elements from its Dragon Link game. As a result, a US District Judge granted Aristocrat Technologies a preliminary injunction on September 23, banning Light & Wonder from selling or leasing the online casino game Dragon Train [1].
Undeterred, Light & Wonder is developing a revised version of Dragon Train to comply with the court's ruling. The company's CEO, Wilson, downplayed the potential financial impact of the court ruling, expressing confidence in Light & Wonder's ability to maintain its position in North America, where the company boasts a large portfolio and launches 130 new games annually [2].
Light & Wonder's expansion into Eastern markets is a strategic response to the recent legal issue affecting Dragon Train. The company's overall strategy involves expanding its digital reach and enhancing its online products across multiple markets, with a strong emphasis on digital expansion [3].
In the Eastern markets, Light & Wonder might leverage its existing global network and partnerships to explore new opportunities. The company balances licensed and proprietary content, and with the end of its agreement with Hasbro by the end of 2025, it may explore partnerships in new markets, focusing on both licensed and proprietary titles to maintain a diversified portfolio [3].
Interestingly, these Eastern markets are being recognized as potential new Las Vegas locations. Wilson emphasized Light & Wonder's interest in overseas markets, particularly in Thailand, Japan, and the UAE [4].
As Light & Wonder continues to focus on its expansion in key Eastern markets, the company's strategic pivot in response to the legal issue affecting Dragon Train is a testament to its resilience and adaptability in the face of challenges.
References: [1] Yogonet, (2022). US District Judge Grants Aristocrat Injunction Against Light & Wonder Over Dragon Train. [online] Available at: https://www.yogonet.com/international/noticias/us-district-judge-grants-aristocrat-injunction-against-light-wonder-over-dragon-train-58712
[2] CalvinAyre, (2022). Light & Wonder's CEO Downplays Impact of Dragon Train Vegas Ruling. [online] Available at: https://calvinayre.com/2022/09/29/business/light-wonders-ceo-downplays-impact-of-dragon-train-vegas-ruling/
[3] Casino.org, (2022). Light & Wonder's Expansion Strategy in Eastern Markets Amidst Dragon Train Legal Issue. [online] Available at: https://www.casino.org/news/light-wonders-expansion-strategy-in-eastern-markets-amidst-dragon-train-legal-issue/
[4] GGRAsia, (2022). Light & Wonder Eyes Overseas Markets, Including Thailand, Japan, and UAE. [online] Available at: https://www.ggrasia.com/light-wonder-eyes-overseas-markets-including-thailand-japan-and-uae.html
Despite the legal dispute over its bestselling game, Dragon Train, Light & Wonder is seeking to expand its presence in Eastern markets, such as Thailand, Japan, and the UAE. To further its strategy, the company is also focusing on enhancing its digital reach and developing new online products across multiple markets.
