Swedish casino content provider NetEnt has strengthened its position in the UK with a deal with major operator Betfred.
Following the deal, a wide range of NetEnt online casino games became available through the online operations of the UK gambling operator. The manufacturer has gained access to Betfred’s sizable player base.
With the successful completion of the integration process, Betfred UK customers can now access a wide range of content from the Swedish provider.
The news of NetEnt’s partnership with Betfred comes at a time when the gaming provider plans to expand its presence in the UK regulated gambling market.
As part of its UK expansion campaign, NetEnt has also entered into a content distribution agreement with UK gambling provider Blueprint Gaming, part of Germany’s Gauselmann Group. As part of this partnership, Blueprint Gaming will be rolling out NetEnt content across its UK retail chain.
In September last year, NetEnt opened a UK subsidiary and a new office in London to strengthen its position in one of the main gambling markets. The company said the UK is a priority growth market. Its subsidiary will better support licensed local partner operators while helping to implement its growth strategy.
Commenting on the recent partnership with Betfred, Managing Director of NetEnt UK Ltd. Andy Whitworth said:
We are very pleased to be working with one of the leading UK operators with a large base of dedicated players.
Mr Whitworth also noted:
We are confident that Betfred players will love our content and unique features. Our portfolio of marketing tools will help the gambling operator grow their online gaming business.
BetGred chief executive Andrew Horne said:
The Swedish online gambling studio has always been known for the quality of its games. I think the upcoming partnership with NetEnt looks very interesting.
Horn also noted that Betfred has started using both the classics of NetEnt’s gaming offerings and new slots.
We have reported at casinoz that Betfred has been quite busy lately and has announced several major partnerships that would support its expansion into the nascent but lucrative US regulated sports betting space.
Last month, the British bookmaker partnered with gaming tech giant Scientific Games to leverage its sports betting technology in Pennsylvania. As part of the deal, Betfred will expand the betting experience in Keystone state on Scientific Games’ Open Games platform.
In January, Betfred became a sports betting partner at the Saratoga Casino Black Hawk in Colorado as the state prepares to launch regulated sports betting on May 1st. State voters approved the legalization of the practice last November.