Swedish casino content provider NetEnt has strengthened its UK foothold with a recent supply deal with major operator Betfred.
Following the deal, a wide selection of NetEnt’s online casino titles has gone live with the online gaming operation of the UK gambling operator and has gained access to Betfred’s significant player base.
After the successful completion of an integration process, Betfred customers based in the UK can now access a wide range of content from the major Swedish supplier.
News about NetEnt teaming up with Betfred emerge as the gaming provider looks to grow its presence in the regulated UK gambling market.
As part of its UK expansion campaign, NetEnt has also recently sealed a content distribution deal with UK-focused gambling provider Blueprint Gaming, part of Germany’s Gauselmann Group. Under that partnership, Blueprint Gaming would roll out NetEnt content across its UK retail network.
Last September, NetEnt set up a UK subsidiary and opened a new office in London to further cement itself in one of its core gambling markets. The company said back then that the UK was a prioritized growth market and establishing physical presence and a subsidiary in that market would better support its locally licensed operator partners, while helping it implement its growth strategy.
”Obviously Delighted”
Commenting on their recent partnership with Betfred, NetEnt UK Ltd. Managing Director Andy Whitworth said that they are “obviously delighted to partner up with one of the leading UK operators with their large base of dedicated players.”
Mr. Whitworth also noted that they are confident Betfred players will enjoy their content and unique features and that their set of marketing tools would help the gambling operator grow its business within the online gaming segment.
Betfred Head of eGaming Andrew Horne commented that the Swedish iGaming studio has always been known for the quality of its games and that he thinks NetEnt’s “upcoming roadmap looks very interesting.”
Mr. Horne also pointed out that Betfred has gone live with both NetEnt classics as well as new titles.
Betfred has itself been quite busy in recent months and has announced several major partnerships that would support its expansion across the nascent but lucrative US regulated sports betting space.
Last month, the British bookmaker partnered gambling technology giant Scientific Games to utilize its sports betting technology in Pennsylvania where it plans to go live. As part of the deal, Betfred’s wagering expansion effort in the Keystone State will be powered by Scientific Games’ OpenSports platform.
In January, Betfred became the sports betting partner of Saratoga Casino Black Hawk in Colorado as the state prepares to launch regulated sports betting on May 1. State voters approved the legalization of the practice last November.
Source: NetEnt games live with Betfred
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