NetEnt deal sees Paddy Power strengthen multi-channel approach

NetEnt deal sees Paddy Power strengthen multi-channel approach

Wednesday, November 16, 2016 Posted by Andy McCarron
Online slots titles to be available on LBO gaming machines

Paddy Power has stepped up its multi-channel approach thanks to a new deal with slots developer NetEnt to offer games both online and in its betting shops.

The bookmaker has extended its business partnership with NetEnt by signing a retail focused agreement to use the company’s licenced gaming content in its shops across the UK.

Lee Price, PR & mischief champion at Paddy Power, told "Paddy Power Betfair has signed a deal with NetEnt for the use of their content on its UK retail gaming machines as part of its ongoing multichannel strategy. NetEnt content will start appearing on UK retail gaming machines in early 2017."

The deal means that NetEnt games can now be distributed in Paddy Power’s B2 gaming machines in the UK. The Irish bookmaker has 339 licensed betting offices (LBOs) with a total of more than 1,300 B2 gaming machines, more popularly known as FOBTs.

Enrico Bradamante, chief of European market operations and MD of NetEnt Malta Ltd, added: “I am very pleased that we are extending our partnership with Paddy Power to include distribution to gaming machines in their betting shops. I am confident that their players will enjoy our thrilling, award-winning games.”

Totally Gaming says: This deal is indicative of Paddy Power pursuing a multi-channel agenda, by making the same games and products available to its customers across all channels. The company is familiar with NetEnt having worked with the slots supplier for its online business since the end of 2012. It is not NetEnt’s first foray into the B2 Gaming Machine platform either – it signed its first land-based gaming machine partnership with William Hill in 2014.

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