NetEnt reaches for UK retail market through Paddy Power’s 339 LBOs.
The old partners Swedish NetEnt and Irish Paddy Power have decided to extend their successful online relationship on land as well. A new agreement has been signed under which Paddy Power becomes a licensee of Swedish gaming software developer and thus is entitled to provide their gaming content on their retail machines in the UK. Both parties expressed satisfaction for the extension of cooperation.
The cooperation of NetEnt and Paddy Power Group started in 2013 when they signed a deal which allowed the Irish company to offer a range of NetEnt’s premium slot titles to their online players available at Paddy Power Casino. Now, three years later the two leaders in business have decided to extend this partnership and make NetEnt’s content available to Paddy Power’s land-based players.
Enrico Bradamante, Chief of European Market Operations and MD of NetEnt Malta Ltd commented:
”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,” says Enrico Bradamante, Chief of European Market Operations and MD of NetEnt Malta Ltd.
The new deal will provide the Swedish supplier to have a reach on UK Licensed Betting Office Market. In fact Paddy Power owns 339 land based offices (LBOs) in the UK in which they intend to include NetEnt’s portfolio of games. This means that UK players will be able to enjoy NetEnt’s top-class games on over 1,300 gaming machines.
Net Entertainment is one of the leading online gaming software developers which is based in Stockholm, Sweden with offices in New Jersey, Malta, Kiev, Gothenburg, Krakow and Gibraltar. They were founded back in 1996 and they are considered pioneers in launching the first Java-based casino. They offer premium quality products developed with state-of-the-art technology with a focus on innovation and industry. Over the years they have been growing s today they operate NetEnt Touch, a mobile casino and NetEnt Live Casino, offering Live Dealer Games. All of NetEnt’s software is developed in-house.
About Paddy Power Betfair
Paddy Power is an Irish bookmaker founded in 1988, which has merged with Betfair, the biggest online betting exchange to form Paddy Power Betfair in February this year. The newly-formed company has four divisions: online, Australia, US and retail, Paddy Power Betfair is headquartered in Dublin.