by Renee Israel
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
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
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
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
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
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.