Operator talk: ‘Unique’ Spanish market holds great possibilities

Operator talk: ‘Unique’ Spanish market holds great possibilities

Tuesday, July 14, 2015
Enrico Bradamante is positive about NetEnt's future in Spain

The Spanish market has created some unique challenges since the beginning of its liberalisation, but Enrico Bradamante, managing director and chief of European market operations at gaming developer NetEnt – which began offering its products in the country in June - has told TotallyGaming.com that he believes the market offers great possibilities.

TotallyGaming.com: Could you tell us about your current Spanish operation?

Enrico Bradamante: NetEnt has been amongst the first suppliers to provide slot games once temporary licenses in Spain were granted to operators on June 2, 2015.  As soon as our license was awarded we made our burgeoning games portfolio available that we’re confident will capture Spanish players’ imaginations.

A software company’s development schedule and its partner’s is packed and diverse. The team deserves a huge amount of credit as maintaining a populated roadmap in an ever-growing business environment without impacting NetEnt’s Spanish license application and its partner’s required a great level of organisation and creativity.

TotallyGaming.com: What are NetEnt Spain's plans for the next few months?

Enrico Bradamante: NetEnt has worked well thus far to partner with local Spanish operators and the aim is to continue in this fashion over the coming months. We also have a selection of global partners with a Spanish license that are gearing up to take our Spanish ready content in the near future.

The company is well placed to see promising results from our efforts invested in the market with these two key elements in place.

To date, we have entered the market with our core product which are slot games. The immediate plan for NetEnt is to increase the game offering and provide our Spanish partners with our most recent games. The medium-term plan will be to deliver our total casino offering as we intend to provide our full suite of products in Spain.  

TotallyGaming.com: Is there anything that you believe is particular to - or unique about - the Spanish market compared to other regulated markets?

Enrico Bradamante: The Spanish market has many unique features, both from the regulatory standpoint as well as the operations perspective. 

The limited ‘invitation’ for licenses with the strict application process to start with, made the market opening in 2012 a very hectic period. Then the entry of newcomers was impossible in the two ensuing years.

Directorate General for the Regulation of Gambling took the opportunity of regulating additional verticals to allow for more General Licence applications, this is unlikely to be opened up again until DGOJ regulates another element in the market.

From a commercial perspective, the framework reflects a fixed amount of licensed operators for an undefined period of time, to allow entrants to gain a full understanding of their position in the market and easily track various performance KPIs.

Looking from an operational perspective addressing this kind of regulatory organisation combined with stringent requirements on a day-to-day basis creates complications in the global organisation.

At times there has been a need to quickly shift strategic goals to address the introduction of slot games in the allotted timeframe. Maintenance and growth of their operation in this framework requires regular adjustments that are not necessarily needed in other markets that employ a more flexible type of regulation.

TotallyGaming.com: How important is Spain to NetEnt and what you are expecting to happen to the country's market in the next few years?

Enrico Bradamante: The Spanish market is an integral part of NetEnt’s continued development, not only from a revenue perspective, but specifically because it keeps in line with the company’s core strategy of working in regulated markets. There is great belief in the Spanish market potential and we anticipate it will prove a promising market in the next few years.

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