NetEnt Expands Into US

Bianca Munz | 21 September 2018

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The sky is the limit in the United States, especially now that more and more states are getting on board as far as legalised sports betting is concerned. It’s obvious that since the strike-down of PASPA, the casino and entertainment industry in general, is experiencing a transformation in the US. Various key role-players in the industry have indicated that this seems to be the case, and that the progress in one sector of the industry is having a positive ripple effect on all others.

It comes as no surprise then that major industry developer NetEnt, already present and functional in New Jersey, now has its sights firmly set on the state of Pennsylvania. The Swedish-based developer has confirmed that it has applied for a licence to do its business in Pennsylvania and that it believes that major US expansion will pay great dividends in the long run.

Partnering With Hard Rock

As mentioned before, the developer is already on track with the provision of entertainment services in the state of New Jersey. This was achieved thanks to a customer agreement between NetEnt and the Hard Rock Hotel and Casino in Atlantic City. The Hard Rock brand is one that is globally recognisable, and we daresay that in terms of the strategic nature of the partnership, NetEnt would have been hard-pressed to find a more suitable partner.

According to the terms of the agreement with Hard Rock, NetEnt provides online games to New Jersey’s regulated online casino market. The online casino market has experienced a massive boom in business ever since the legalisation of sportsbetting in the state became official.

Pairing With A Strong Brand

Bjorn Krantz, Chief Commercial Officer at NetEnt, most certainly realises the value of a partnership with a company of Hard Rock Casino’s reputation. Upon conclusion of the agreement, Krantz was quoted as saying that it was thrilling business to be in the fortunate position of being able to work together with a brand that had carved out a strong global presence for itself. Krantz said that by adding the developer’s award-winning titles into the equation, it was a recipe for true success.

Various key figures in the developer’s ranks have expressed their delight at further expansion into the US. It’s quite obvious that the company wants to be all in and ready to go by the time the regulated Pennsylvania market officially opens doors.


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