Internationally recognized supplier of gaming content NetEnt today announced that it has extended its existing business partnership with major gambling operator Paddy Power. The two parties have recently penned a distribution agreement, under which NetEnt will license gaming content for Paddy Power’s land-based gaming operations.
Under previous content distribution deal, the Swedish supplier has been providing its products to the UK gambling company’s online business.
NetEnt has agreed to distribute its casino games to Paddy Power’s chain of Licensed Betting Offices across the UK. The gambling operator currently owns 339 such betting venues, with those featuring more than 1,300 gaming machines. This has been NetEnt’s second agreement for UK’s LBO market.
Commenting on the announcement, NetEnt Malta Ltd. Managing Director and Chief of European Market Operations Enrico Bradamante said that they are pleased to be extending their partnership with Paddy Power and to be providing the operator with content for its LBOs. Mr. Bradamante expressed confidence in the success of their games with Paddy Power players.
Paddy Power is part of the larger Paddy Power Betfair plc sports betting and gaming group. Formed by the merger between Paddy Power and Betfair, with the deal being completed in February 2016, the company is currently among the leading operators in the UK and multiple other regulated jurisdictions.
NetEnt introduced its offering to UK’s retail gambling market back in 2014. It was in June of that year when the Swedish supplier announced a content distribution deal with William Hill. The agreement saw NetEnt games go live across the operator’s chain of Licensed Betting Offices across the UK. William Hill operated around 2,300 such facilities at that time and was the owner of the largest LBOs chain in the country.
Prior to that, NetEnt had served online gambling operations only. The William Hill deal was particularly important for the Swedish company as it supported its expansion into the core UK gambling market. In addition, it resulted in NetEnt introducing its offering to a popular market vertical it had had no previous presence in.
The Swedish developer is best known for the creation and provision of high quality online casino content and with its focus on regulated jurisdictions across Europe and other parts of the world, including the New Jersey regulated iGaming market.
