Swedish developer and supplier of online casino games NetEnt today announced that a selection of its most popular titles is now live with major UK gambling operator The Rank Group.
The British gambling company first revealed that it would enhance its online casino offering with NetEnt games in June. Following a seamless integration process, Rank Group online players can now enjoy titles by one of the world’s leading providers.
The move comes as part of NetEnt’s strategy to further extend its presence in the highly competitive and rapidly growing, multi-billion-pound UK online gambling market.
Under the terms of the agreement between the Swedish supplier and the major operator, NetEnt games are now available across its partner’s Grosvenor Casinos and Mecca online gambling brands. The Rank Group currently manages UK’s largest chain of land-based casinos – Grosvenor Casinos, and one of the leading bingo networks in the country – Mecca. As mentioned above, both brands have online divisions.
Of NetEnt games going live with the UK-based gambling operator, Enrico Bradamante, Managing Director of NetEnt Malta Ltd. and Chief of European Market Operations at the major supplier, said in June that they are happy to sign a deal that would expand their presence in the regulated UK market. Mr. Bradamante further noted that their titles will most certainly be enjoyed by Rank Group customers.
Rank Digital Head of Casino and Games Ciara Nic Liam commented that expanding their portfolio with content by a supplier with proven track record in the UK gambling market will definitely resonate well with their gambling customers.
The Rank Group recently joined forces with online gambling operator 888 Holdings to bid for rival William Hill. The two companies made two offers for UK’s largest operator of land-based betting shops but their were both rejected. Last week, 888 Holdings and The Rank Group said that they would no longer pursue the proposed mega merger.
However, The Rank Group said in its latest financial report that it is eyeing potential acquisition targets. The gambling operator generated revenue of £753 million for the fiscal year ended June 30, 2016, up 2% year-on-year, and highlighted like-for-like growth across all its divisions. Apart from its Grosvenor Casinos and Mecca brands, the company also manages the Enracha gambling brand in Spain and two unbranded casinos in Belgium.
