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The rumors have been surfacing and floating around for months now about closed door discussions between Bwin and Party Gaming—speculation within the online casino gambling indicated that a lot of analysts believed that these two gambling groups were in merger talks. Just this week the two major international gambling groups announced that they were, in fact, planning a merger and that the deal had been finalized this week. These two companies represent the perhaps the top development and technological talent for both the betting and online casinos industries and their merger marks the birth of a super company that will have a huge sphere of influence in the marketplace; the only last obstacle will be for shareholders in both companies to vote for the finalized deal.

The deal is actually rock solid because both of the major gambling groups have few overlaps but their products and company reputation align perfectly. That is to say that Party Gaming is a clear leader in the online casino and poker gambling industries but currently lacks a sports book and betting capabilities on any of the group’s licensed sites. Similarly is the fact that Bwin is clearly a leader in the betting technology space and the company’s software operates the large betting site in the world—a joint expansion and co-branding is a logical next step for both gambling groups according to the CEO’s and co-founders of both of the gambling groups.

All of the online casinos and gambling sites on the market right now have been pushing toward diversity and huge portfolios that span the various sectors of the larger market, but yet there is a fear of over-extension for some brands. The planned merger would bring two already strong gambling groups together and operating out of Gibraltar if the shareholders accept the merger plan.