Interview: Why the time is right for New Jersey

Interview: Why the time is right for New Jersey

Thursday, September 17, 2015
NetEnt Americas chief Bjorn Krantz outlines objectives

Exciting, fun, rewarding: sounds like everything that a gaming product should offer to its customers. However, those aren’t the words chosen by a happy punter that has just won big on the slots.

Instead, they are the adjectives used by Bjorn Krantz, managing director of NetEnt Americas, to explain what he calls “the best job in the world.”

Krantz has been spearheading the digital gaming solutions provider’s push into North America through 2015, having so far signed New Jersey licence agreements with Borgata/bwin.party, Golden Nugget and Caesars Interactive. NetEnt received further good news at the end of August when it was given a transactional waiver by the state's regulator to allow its game content to go live through the Borgata and bwin.party brands. 

The journey leading up to a successful launch in New Jersey is not an easy ride, but Krantz told TotallyGaming.com that he has found the last few months – dealing with partners, regulators and stakeholders  – among the most rewarding of his career.

“For us, the regulatory process has been as straight forward as it could have been and the experience has been positive,” said Krantz, NetEnt’s former managing director of global market operations, who relocated to the US earlier this year to drive the establishment of NetEnt in North America.

“The last few months have been a very exciting and rewarding process, not least as the general market has shown such a great interest. 

“We are talking about building up a new territorial presence from scratch, which has its complexities but, if you ask me, I have the best job in the world. I get to make a difference every single day, together with my fantastic colleagues, and that’s great fun.”

Krantz said that installation and trial services would be concluded before the end of 2015 and that “a number of NetEnt’s best titles will then be available through mobile and desktop channels”. At that point, Krantz expects that his company’s experience will support its partners to drive sustainable growth and enhanced player experience forward in New Jersey.

Krantz said: “We have seen positive developments in the market over several quarters now, but if you then look at New Jersey in terms of content, it’s not so developed in my opinion. This is one of our core differentiations. We have been driving the digital casino market forward in Europe for the past 20 years and we know very well what players expect and how we must work.

“I am positive we can provide another level of quality for our partners and their players in New Jersey.”

While some other operators may wait until the market has matured in certain US states, Krantz believes there is no time like the present.

He said: “We are pioneers within the field of digital casino gaming solutions and we see our North American operation over the long run. If we are not there, then nothing will happen for us.

“With our 20 years of experience, I strongly believe that our business intelligence, level of innovation and creativity in everything we do will be rewarded with success in North America.”

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