NetEnt Expands to the UK with Rank Deal

The new deal will engage many more UK customers, as well as other markets.

Swedish online casino provider NetEnt has taken another step in international expansion with some key strategic agreements that show diverse vertical activity at multiple levels.

Expansion Agreement

The unique agreement brings a new supplier client agreement into the NetEnt client fold, in the form of UK-headquartered gaming company The Rank Group Plc, one or Europe´s largest across Europe. Rank Groups stands to bolster its particularly strong online presence in the UK by supplying the NetEnt games to Rank´s online divisions Grosvenor Casinos, managers of the UK´s largest chain of land-based casinos; and Mecca, a leading providers of bingo solutions to the UK that operates Mecca Bingo.

Non-UK Facing

Other non-facing RankGroup brands include Spanish brand Enracha, holders of 9 venues offering bingo and electronic casino games to Spanish players.

NetEnt Reaction

NetEnt Malta and European Market operations Chief Enrico Bradamante said his company is delighted to expand their presence in the essential UK market, and looked forward to leveraging his company´s strengths to engage punters more effectively in those UK-facing markets of NetEnt´s newest client.

Rank Reaction

Rank Digital Head of Casino Games Ciara Nic Liam said the company was particularly thrilled to add Net Ent´s content to the Grosvenor and Mecca Bingo online offering, in light of NetEnt´s track record in the UK, echoing the belief that NetEnt’s content would resonate well with Rank Group’s existing gambling customers.

Strategic Trend

This is the second time this year that a technology supply agreement has been reached for Grosvenor casinos, with the company earlier in the year initiating an agreement to deploy Playtech’s Neon casino management system across its 55 brick-and-mortar casinos in the UK.

Outlook

It is becoming rapidly apparent how technology supplier agreements can diversify as well as strengthen target markets for expansion of reach of supplier, managing group, and operators alike, all within the same agreement.