Primero Games Acquires Win Systems Gaming Division to Expand Latin American Operations

Primero Games has solidified its position as a diversified gaming technology company through the acquisition of the Gaming Division of Win Systems, a transaction that significantly expands the company's footprint beyond North America. The deal, completed in September 2026, transfers ownership of the Gold Club electronic roulette business, manufacturing capabilities, and an installed base of more than 3,000 gaming positions to Primero. The acquired operations span multiple key markets including Mexico, Peru, Colombia, Puerto Rico, and Panama, providing Primero with immediate operational scale and established customer relationships in regions where the company previously had limited direct presence.

Financial terms of the acquisition were not disclosed, but the strategic value lies in what each party brings to the combination. Primero Games has built its reputation around gaming content development and technology platforms, with a portfolio exceeding 100 original titles and its Hurricane platform supporting applications across regulated and emerging markets. The company operates development studios in the United States, United Kingdom, and Canada. Its Spark server-based gaming solution includes business intelligence tools, progressive jackpot functionality, game subscription capabilities, and player engagement systems. Win Systems, conversely, provided established operations, manufacturing expertise, customer relationships, and product offerings that Primero lacked in its existing portfolio.

Company leadership on both sides characterized the transaction as complementary. Primero Chairman Mike Macke described it as "an important step forward in executing Primero's growth strategy to build a diversified, global gaming company." Win Systems CEO Eric Benchimol echoed this sentiment, noting that combining Primero's game development capabilities with Win Systems' installed base and manufacturing operations could accelerate the delivery of new offerings to customers. Dario Zutel, Executive Chairman of Win Systems, positioned the sale as the start of a new chapter for the gaming division under a better-resourced parent company.

The integration strategy emphasizes continuity while layering in growth. The acquired teams and infrastructure will maintain current customer relationships and continue serving existing markets without immediate disruption. Simultaneously, Primero plans to invest in the acquired operations and gradually introduce additional games, technology, and products developed by its own studios. This phased approach suggests Primero intends to leverage its content pipeline and platform capabilities to enhance the value of Win Systems' existing customer base rather than execute a disruptive transformation.

The acquisition reflects broader consolidation trends in the gaming industry as companies seek scale and geographic diversification to compete in increasingly regulated markets. For Primero, the deal represents a significant step toward building a truly international operation with manufacturing capacity, a trait uncommon among pure-play gaming content companies. The addition of electronic roulette products also diversifies Primero's portfolio beyond its historical focus. For investors and operators monitoring the gaming technology sector, this transaction underscores how M&A activity continues reshaping competitive dynamics and which companies are positioning themselves as multi-region platforms.