To say that Therese Hillman is modernising the way NetEnt does business is an understatement. In fact, ever since the Swedish woman took the CEO role, she’s completely shaken up NetEnt and the online gambling industry as a whole. And the latest agreement with Blue Print Gaming is a real game-changer since it means that NetEnt now has no boundaries. Indeed, on January 28th we’ve learned that NetEnt and Blue Print Gaming had entered a landmark agreement that’ll see NetEnt slots go live in Bingo hall, betting shops, pubs and even licensed arcades in the UK. The long term partnership will soon see its first online slot get a cabinet revamp in H1 of 2020. But which one will it be? Well, your guess is as good as ours since this was not disclosed in the announcement. But let’s see what we know about the deal.
We all know that the online gambling competition is real hard. And for casino operators and game developers to stay on top of their games they need to stand out. And also diversify their offering. Hence, many game creators ventured on the content aggregation road which NetEnt also has a stake in. But this was not enough for the igaming giant who’s looking to reclaim its pack leader position. According to Andy Whitworth, NetEnt’s Chief Strategy Officer this deal will help the group to “build brand awareness and new revenue streams from new product verticals”.
All and all, the recent agreement offers outstanding cross-sale opportunities for brick and mortar casinos who also have an online presence. Because it means targeting age verified gamblers at the source. Plus, it also means offering an omni-channel solution as well. For now, the deal is only covering the UK. But it’s fair to say that it could soon see more land-based casinos in Europe, Asia, and America benefit from it too. In fact, many believe that the UK is only the beta phase of something really big. But are they right? Could NetEnt be Scientific Games and IGT’s next big rival in offline casinos? Or are we on the verge of seeing an Omni-channel progressive jackpot slot by NetEnt? Or will we finally see the long promised VR Gonzo go live in offline casino? Well, time will tell. But if we had to bet on that, we’d say yes.