The digital entertainment company NetEnt revealed that has extending its already existing online business collaboration with one of the leading sports betting operators on the territory of the UK – Paddy Power Betfair, by inking a new agreement with the British company. Under the terms of the deal, the Swedish gaming solutions developer is to license some gaming content that is to be used by Paddy Power in its retail gaming machines in the UK.
The Managing Director of NetEnt Malta, who is also the Chief of the company’s Market Operations in Europe, Enrico Bradamante, commented on the newly-signed partnership agreement with Paddy Power Betfair saying that he was very happy with the extended collaboration between the companies. For him, it was a pleasing fact that the casino and gaming developer would be given the chance to distribute gaming machines in the British operator’s sports betting outlets.
In addition, Mr. Bradamante shared his confidence that the customers of Paddy Power Betfair would be very happy to reach such exciting and high-quality content.
The agreement that was announced is the second retail agreement for the UK Licensed Betting Office market. Under the terms of the deal, the gaming content provided by NetEnt can be distributed in the retail gaming machines outlets across the territory of the UK. Up to date, Paddy Power Betfair owns a total of 339 Licensed Betting Offices with an overall of over 1,300 gaming machines in the country.
Currently, Paddy Power Betfair is known as one of the most successful casino, gaming and sports betting operators not only in the UK, but in a global scale, too. The joint venture has been created as a result of a merger between Paddy Power Plc and Betfair Group Plc which was carried out in February 2016.
The Group now operates through four divisions, including Retail, Online, US and Australia. The Retail unit of the company holds more than 600 sports betting outlets on the territory of the UK and Ireland.
NetEnt, on the other hand, has more than 20 years of professional experience, providing some of the most successful online casino and betting operators with qualitative gaming solutions. Up to date, the company has a number of offices, located in Stockholm, Gibraltar, Malta, New Jersey, Krakow, Kiev and Gothenburg.
- Author
Olivia Cole
