Net Entertainment Readies For UK Gambling Market

The new Chief Executive Officer of the online casino games and software supplier, Net Entertainment, gave an interview to Gambling Intelligence this week and explained how fast the Swedish group is moving towards the UK gambling market.

Per Eriksson, who has been officially at the helm of Net Ent for all of six weeks, said that the group was readying itself for the UK gambling market by making a number of technical adjustments to its platform.

Net Entertainment believes that its excellent first quarter revenues of a 34% increase in revenues are just the tip of the iceberg compared to what it will be generating by Q4 this year, after it takes on the lucrative UK gaming market.

The fact that slots, which make up the bulk of Net Entertainment's games portfolio, are legal in the United Kingdom, will have a huge impact on the group when its games are introduced through companies like HarryCasino which was the first to sign on in October 2011.  Another partnership was signed with SkyBet soon afterwards.

SkyBet has already advised Net Entertainment that it is integrating its games onto its platform, and the CEO believes that this will be the incentive for other UK groups to follow suit, and for Net Entertainment to enter the UK market.

Net Entertainment Mobile Games in Demand

Ever since Net Entertainment launched its Net Ent Touch mobile platform earlier this year, the product has been in high demand.

It is already used by Betsson's CasinoEuro, as well as another, smaller Swedish gaming operator, and Eriksson believes that it is only a matter of time that Net Ent Touch hits the UK mobile gambling market as well.

"The market is really demanding our games on mobile," he said.

Net Entertainment Successfully Breaks into Italian Market

In the meantime, Net Entertainment seems to have made a successful break into the Italian gambling market.  Despite the fact that only six out of its eight Italian partners are currently live, Net Entertainment posted excellent Q1 revenues.

In addition, the Italian authorities still have not legalised slots, which traditionally make up over 70% of Net Ent's revenues in other jurisdictions, showing what huge potential this market still holds.

"Italy is fantastic," said the Chief Executive Officer, "but it has barely begun."

Net Entertainment believes that it can replicate its Italian success story in the United Kingdom, if not improve on it greatly.  It expects results to be seen this year already, and into the first quarter of 2013 and beyond.