European retail launches attractive for NetEnt

European retail launches attractive for NetEnt

Tuesday, June 16, 2015 Totally Gaming
Per Eriksson is looking to build on the William Hill shop venture

Gaming developer NetEnt has said that it will consider land-based offerings across Europe after launching its first retail games at William Hill shops in the UK.

After signing a deal last year, NetEnt’s first games are now available to players in William Hill’s retail network throughout the country. However, with online operations now launched in various markets including Spain, Denmark and Germany, chief executive Per Eriksson told that the company will look at other land-based options despite primarily focusing on core online operations.

“There are, of course, more opportunities not only within the UK but also across Europe, which has an established retail presence,” said Eriksson. “Naturally, these are of interest to see how they strategically support our core operations.

“NetEnt’s approach and main strategy, however, is to focus on providing the leading gaming experience online and mobile.”

The company said that its strategy is based around the convergence of channels within the gaming sector. This has been shown with several huge takeovers and mergers in recent months, but also sees some companies move into different verticals.

The company also noted it believes that only five per cent of the global casino market is online, which means plenty of opportunities within traditional, land-based gaming.

“The UK has been a key strategic focus for NetEnt and has a well-established gaming market routed heavily in the land-based sports book presence," Eriksson said. “Brand names such as William Hill are well known and visible in many high streets up and down the country.

“The land-based or retail market is attractive not only due to its size and revenue potential but also due to its supporting of a multi channel and seamless playing experience which naturally is a key strategy for NetEnt. It is an interesting launch and we are keen to see how the products perform.

“Currently we see the retail space as a multi-channel and cross-selling opportunity that boosts the awareness of NetEnt’s fantastic content in the UK.”

The land-based offering has been a move into the unknown for NetEnt, which has operations in Sweden, Malta, Ukraine and Gibraltar.

The William Hill deal was signed last June, but Eriksson told that the time spent preparing for the launch with the bookmaker will make for a successful venture.

“There are natural challenges and also natural future opportunities involved - we are just starting in this complex yet well-established marketplace," Eriksson said. “Some challenges include the adaptation of our gaming products to comply with the local retail maths structure that is required to operate in shops.

“The process has however been an enjoyable experience working closely with William Hill and also Betdigital.”

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