Video short: NetEnt looks to bespoke games to capitalise on UK growth

With the UK becoming its biggest market for the first time, NetEnt has been creating bespoke games specifically targeting that market, Enrico Bradamante, chief of european market operations at NetEnt, told iGaming Business.

Speaking as part of iGB’s Video short series, Bradamante emphasised that the UK market, being the largest in Europe, had been the driving force behind NetEnt’s record 2016 numbers.

NetEnt’s full year sales for 2016 increased by 28.5% to SEK1.5 billion (€153.7 million/£130.8 million).

Bradamante explained that there are distinct differences between UK and Scandinavian players: “Our strategy in the UK has been centred around creating high quality bespoke games specifically for the market as well as partnering with all the major operators, what we learned is the British player is more accustomed to add on features and bonuses whilst the Scandinavian player prefers wins that are more part of the original gameplay.”

As a result NetEnt recently launched, in partnership with William Hill, Koi Princess, its first ever UK focused slot game. Following Koi Princess’ success new slot games both online and in retail channels were released, and NetEnt’s table games portfolio and live casino offerings were expanded, said Bradamante.

Watch the video below to hear Bradamante discuss NetEnt’s growth in the UK, virtual reality and the company’s plans for further success.