NetEnt targets UK retail market with Blueprint deal

28 January 2020

Stockholm-listed casino games developer NetEnt has agreed a deal to roll out its content with Gauselmann Group-owned Blueprint Gaming as part of an effort to enhance its presence in the UK market.

Under the agreement, Blueprint will launch the NetEnt portfolio of slots across its network of retail gaming machines in arcades, bingo halls, licensed betting offices and pubs in the UK.

Full terms of the deal were not disclosed, but it was confirmed that it will be a long-term agreement, with the first games to go live during the first half of 2020.

“This is a landmark deal for the NetEnt Group in our quest to build brand awareness and new revenue streams from new product verticals,” NetEnt’s chief strategy officer Andy Whitworth said. “Blueprint are the market leader in the UK, and we are delighted to expand our reach with them.”

Blueprint managing director Matt Cole added: “The ability to offer our customers and players content from NetEnt is an exciting opportunity and we are delighted to be working closely together on offering UK players a truly compelling variety of market leading content.”

In November of last year, Blueprint acquired games developer Livewire Gaming for an undisclosed sum as part of an effort to increase its own presence in the UK market.

At the time, Blueprint said the purchase of UK-based Livewire would help to strengthen its slots offering. Livewire specialises in Category C, B3, D and B4 games, and has developed a number of titles in partnership with Blueprint.

Last month, NetEnt also announced the launch of a new aggregation platform in NetEnt Connect, featuring content from recently acquired slots specialist Red Tiger Gaming.

Starting out initially in a closed beta form with Casino Room (Ellmount Gaming), NetEnt said NetEnt Connect would tap into integrated partner game suppliers and also NetEnt’s own bonus and gamification engine, NetEnt Engage.