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How NetEnt built an empire based on familiarity
Initially founded as Net Entertainment in 1996, NetEnt is one of iGaming’s greatest and most recognisable online slot developers, a company that’s universally known for having a truly unbeatable catalogue of online slots.
But how did this gargantuan Swedish development studio grow in prominence over the years, casting an imposing shadow over the rest of the industry? The short answer, brand power!
That being said, we’re not exactly talking about NetEnt’s brand power here… We’re talking about the fact that NetEnt has traditionally utilised other recognised brands to boost their reputation within the world of iGaming.
In the beginning – NetEnt signs collaborative deal with Universal
NetEnt kick-started this incredibly smart strategy in 2010 when they entered into a landmark multi-year licensing agreement with Universal, the film studio behind some of Hollywood’s greatest movies and television shows.
The first big-name IP that NetEnt developed into an online slot was none other than Mr. Tony Montana himself, the notorious drug lord Scarface. Looking back it’s quite understandable why NetEnt decided to go with an R-rated character.
Not only is Tony Montana all about big money, but it’s much easier to pair a classic bad boy with a form of entertainment such as online slots that have long been looked upon as risqué.
Once it was quite apparent that NetEnt had discovered a winning strategy they continued to sign deals with other major film and television studios such as Colombia Pictures, 20th Century Fox and Sony Entertainment to get access to some of the world’s biggest brands.
These brand partnerships gave NetEnt a competitive edge over other studios who were themselves releasing run-of-the-mill online slots themed around ancient Egypt, Las Vegas and Ireland… Nothing particularly exciting when compared to NetEnt’s slots that are based on hit movies and television shows.
Aggressive expansion – NetEnt’s television and movie-themed slots arrive at casinos across the internet
After the success of Scarface, NetEnt decided to stick with creating branded online slots that feature characters and IP that wouldn’t be ‘tarnished’ by being made into an online slot game. Whether this was a decision made by movie and television executives, or NetEnt themselves remains to be seen… Either way, it worked!
Their next hit games were South Park and Creature from the Black Lagoon. Naturally, South Park featured all of the same rude and crude humour the famous animated show is known for, and as a result, it pulled in a whole host of players (old and new) that were interested in this new and unique crossover.
The same can be said for Creature from the Black Lagoon, a slot based on the unsettling 1954 horror movie of the same name. Despite the fact that not too many players will vividly remember the black and white film, players still flocked to this highly volatile slot.
In the months and subsequent years that followed NetEnt released a huge number of branded TV/movie-themed slots that pulled in huge audiences, these include: South Park: Reel Chaos, The Invisible Man, Frankenstein, Dracula, Universal Monsters: The Phantom’s Curse, Emojiplanet, Planet of the Apes and Conan.
NetEnt also used their successful partnership with Universal to muscle in on the world of music as part of the developers 20th-anniversary celebrations, they got their hands on the IP for some of the world’s biggest rock ‘n’ roll stars Guns N’ Roses, Motörhead and Jimi Hendrix.
Having seriously upped their game utilising big-name brands, NetEnt continued to pull out all the stops to wow audiences with new online slots based on iconic people, tv shows and movies.
First came Jumanji Video Slot, then Narcos (based on the hit Netflix series), followed by Street Fighter II: The World Warrior Slot and most recently Gordon Ramsay Hell’s Kitchen Video Slot.
Building for the future – NetEnt supplement their success by creating their own brand icons
Despite having seen unprecedented success due to their branded slots, credit still must be given to their army of creatives as they’re also responsible for inventing some iconic brands of their own that have gone on to spawn multiple games and feature heavily in casino lobbies.
If you ask anyone today to name a handful of the most recognisable online slot games, odds are they’ll mention NetEnt classics such as Starburst, Gonzo’s Quest, Mega Fortune and Twin Spin. All of these games have spawned popular sequels and are often used as part of casino welcome bonuses due to how popular they are with players around the world.
NetEnt seems to be one of the very few successful online slot developers that have found the perfect balance between creating timeless classics of their own and utilising big-name brands from outside the world of iGaming to help grow their reputation.
Blueprint Gaming and Play’n GO are the only two studios that can hold a candle to NetEnt, and it’s hard to say whether any other developers will get remotely close to any of them at this point. Ultimately, the costs and intricacies involved in licensing are just far too great for up and coming developers to front.
Looking back, it’s clear to see that NetEnt took a serious risk in signing expensive deals with Hollywood studios, but it’s one that paid off tenfold. NetEnt is without a doubt the biggest name in online slots, and has been for the last decade.
We believe that their success is entirely down to the fact they’ve played host to the biggest names and therefore gained the attention of the biggest casinos, seeing their games front and centre of slot lobbies all over the world.
The League of Ireland has announced the rollout of an educational programme to proactively lead on the prevention of gambling harm in Irish football – a first-of-its-kind initiative for League of Ireland clubs.
EPIC Global Solutions – an award-winning consultancy currently working with several other major sporting bodies globally – will lead the sessions, which begin later this month.
Endorsed by the FAI, National League Committee and the Professional Footballers Association of Ireland (PFA Ireland) the programme will also see coaches, match officials and FAI staff receive this vital training.
Former professional footballers and athletes, who have personally experienced gambling harm in the past, will conduct the in-person sessions.
They include ex-EFL footballer Marc Williams, Scott Davies, who played for Ireland U21s and is now a player-manager at Slough Town & former Premier League star and Scotland international Dominic Matteo.
As part of the project, EPIC will also facilitate the delivery of UEFA standard betting integrity training in accordance with FAI rules.
The programme is funded by Flutter who supported EPIC’s launch of the world’s first gambling harm prevention programme in professional football eight years ago.
In 2017, EPIC launched the world’s first gambling harm prevention programme in professional football in partnership with Sky Bet (part of the Flutter family of brands) and the EFL. This collaboration had the goal of increasing preventative education and reducing harm and stigma in the game. Now in its eighth year, the programme’s impact is being positively felt by players, coaches, and youth academies, with more than 10,200 attendees since its inception. This remains the largest and most penetrative programme of its kind ever undertaken in European sport.
Today’s announcement means seventy individual workshops will be held for 32 Senior Teams (20 men’s and 12 women’s), 26 Academies, and 10 Women’s Development League teams at training facilities across Ireland with additional 2 sessions for FAI staff and League of Ireland Match Officials – reaching over 2,000 participants annually.
Breakdown of 70 sessions per annum at a glance:
- 32 sessions to senior LOI teams (20 Men’s & 12 Women’s)
- 26 sessions to LOI Academy clubs (U17s Men’s & Women’s)
- 10 sessions to Women’s Development League senior teams
- 1 session to League of Ireland Match Officials
- 1 session to FAI staff
League of Ireland director Mark Scanlon said: “As the League of Ireland grows each year, it is very important to work with all stakeholders including our players and match officials at the centre of the game to stress the importance of integrity at all levels.
“This partnership with EPIC also means we can also look to prevent potential gambling harm amongst our players.
“We know the vast majority of people gamble without an issue. But the seminars at our Academy clubs will be hugely beneficial and educate for the next generation of Irish footballers. We have seen the work that EPIC is doing with the English Football League and it’s having a measurable impact. We look forward to seeing that replicated in the League of Ireland.”
Speaking on behalf of the Professional Footballers Association, the union representing players, general secretary, Stephen McGuiness said: “This three-year partnership with EPIC and the League of Ireland is about safeguarding the future of our game. By delivering gambling awareness training to both male and female players at senior and academy level, we are ensuring that education and support reaches every player, regardless of where they are in their career.
“EPIC has an excellent reputation and a proven track record working with player organisations in Ireland, which gives us confidence in the quality and impact of this programme. We also look forward to former PFA Ireland members sharing their personal stories of how harmful gambling has affected their lives, bringing a powerful and relatable perspective to the training. Protecting player wellbeing and helping them make informed choices is a responsibility we take seriously and this initiative reflects our commitment to caring for players in the league of Ireland.”
Paul Buck, CEO of EPIC said: “Following the success of similar initiatives we’ve delivered in elite sport, this prevention-based programme looks to empower players to recognise the signs of gambling harm, be more informed about their relationship with betting and better equipped to understand pathways to support.
“More significantly, the message is conveyed powerfully and with real meaning by individuals whom players are likely to respect – former footballers and athletes sharing their individual experiences in face-to-face sessions. They have encountered problems, and they simply did not have the same opportunity or education around prevention that we are now in a fortunate position to provide for the league. We are really pleased to be able to bring this training to Irish players.”
Kevin Harrington, CEO of Flutter added: “As a major betting operator, we pride ourselves in leading the industry on safety and trust, and we take our responsibilities around protecting our customers and the integrity of sport seriously.
“As a global company founded in Ireland, we are incredibly proud to fund this independently provided three-year programme, supporting the League’s commitment to proactive prevention and education.”
The post League of Ireland to kick-off new gambling awareness programme for footballers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
HIPTHER is thrilled to reveal Lex Legas as a Strategic Partner for the HIPTHER Baltics conference series, which includes Vilnius, Riga, and Tallinn. The collaboration incorporates LexLegas’s extensive knowledge in cross-border regulation, compliance, and high-risk legal structures into the targeted Baltic series.
Updated Date for Riga – Baltic Tech Week
The date for the Riga conference has been officially updated to 11 May 2026 (instead of the previously stated 12 May). The conference will remain the inaugural event of Baltic Tech Week in Riga.
After a robust debut set for 21 April 2026 in Vilnius, and prior to the Tallinn edition later in the series, HIPTHER Baltics: Riga strengthens HIPTHER’s dedication to locally anchored, high-quality discussions throughout the Baltic region, uniting regulatory, legal, fintech, and gaming participants around the most significant issues.
A Tactical Alignment: Lex Legas
Lex Legas is a specialized legal consultancy and research-oriented legal brand focusing on iGaming, fintech, payments, AML/CTF, and international regulatory frameworks, emphasizing Baltic, EU, and high-risk regions.
Integrating practical legal experience with regulatory investigation and strategic guidance, Lex Legas collaborates closely with operators, payment processors, software vendors, and international advisors engaged in regulated and semi-regulated sectors. Their expertise spans:
- iGaming & betting regulation (EU & non-EU jurisdictions)
- AML/CTF frameworks, risk assessments, and compliance structuring
- Payment solutions, PSP integrations, and fintech regulatory analysis
- Licensing, corporate structuring, and operational legal support
- Regulatory trends, enforcement practices, and supervisory expectations
- Cross-border legal risk management for high-risk business models
“At Lex Legas, we work daily at the intersection of regulation, technology, and high-risk business models, exactly where today’s iGaming, fintech, and payments industries are being shaped.
HIPTHER Baltics stands out as a rare platform that goes beyond surface-level discussions and creates space for real, jurisdiction-specific conversations around compliance, licensing, player protection, and operational risk.
Partnering with HIPTHER for the Baltics series feels like a natural extension of our mission: translating complex regulatory frameworks into practical, business-ready solutions. We’re excited to contribute our research-driven perspective and hands-on experience to the dialogue in Vilnius, Riga, and Tallinn, and to help shape meaningful cross-border discussions across the region in 2026” – The Legal Experts of “Lex Legas” Team
HIPTHER Baltics 2026 – Three Capitals, One Vision
The HIPTHER Baltics series brings HIPTHER’s signature focus on regulation, compliance, fintech, and innovation to the heart of the Baltic region through three targeted, one-day conferences each hosted in a Baltic capital and built around locally-relevant themes with regional and cross-border impact.
“HIPTHER Baltics is built as a focused conference series for the region — not just a one-off event. From Vilnius to Riga and Tallinn, our goal is to create a high-level platform where regulators, legal experts, fintech leaders, and gaming stakeholders can connect around the real topics shaping the market: compliance, licensing, payments, player protection, and cross-border operations.
That’s why partnering with Lex Legas feels like a perfect match. Their research-driven approach and hands-on expertise in iGaming, fintech, and regulatory frameworks across the Baltics and beyond brings exactly the depth and clarity we want to deliver through the entire series. We’re proud to welcome them as a Strategic Partner and look forward to building meaningful, practical conversations together in 2026.” — Zoltan “Hawkie” Tundik, Co-Founder & Head of Business, HIPTHER
More information & tickets: https://hipther.com/events/baltics/
The post HIPTHER Baltics Announces Riga Event and Strategic Partnership with LexLegas appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Are you ready for Monopoly Rush Hour? Mr Monopoly is back and revving up the roads in the latest release from Big Time Gaming.
Monopoly Rush Hour will go live exclusively with Gamesys brands on 19 January, before going on global release on 03 February 2026.
Monopoly Rush Hour sees players step into the fast lane, where each spin begins with each Token starting on the four corners of the board while Houses and Hotels are randomly distributed across the board.
Every Token can randomly boost its Multipliers up to a massive 500x.
Tokens spring into action wherever dice symbols appear on the Hat, Boat, Car or Dog – the dice roll determines how far each Token moves and for every three spaces travelled, the Token’s Multiplier climbs by +1.
If a Token lands on a space with a House or a Hotel, players win a Prize – these are Multiplied by the stake and the Tokens Multiplier.
This being Monopoly, there are Chance and Community Chest Card Bonuses in play. If as Token lands on either, one of the following outcomes is revealed:
- Move to a random position
- Move three spaces forward
- Move three spaces backward
- Award a Prize Bonus (multiplied by the Token’s multiplier)
- Trigger Free Spins
With the Free Spins, players get an initial 12 Free Games plus six Extra Spins for every additional trigger. During Free Spins, Token positions and Multipliers persist, keeping the momentum building.
Hit the Water Works or the Electric Company and players scoop up an Instant Prize worth the Token Multiplier times the stake. Landing on Train Stations means retriggers, awarding 1, 3, 7 or 15 Extra Spins when 1, 2, 3 or 4 Tokens land there.
During Free Spins, Tokens that land on Chance or Community Chest reveal cards with one of three powerful Boosts. This includes:
- Advance 2-12 spaces ahead
- Increase the Multiplier meter by 2-12 steps
- Add 2-12 Houses to the board
What’s more, when every property is upgraded to a Hotel, the excitement peaks as each Token’s Multiplier gets a huge +50 to +250 boost.
If players want to supercharge the action, they can tap the Power Play icon – this guarantees a dice roll and costs 8x the stake. For those who can’t wait to pass GO, tap the Bonus Buy icon and head straight to 12 Free Spins for 110x the stake.
Nik Robinson, CEO of Big Time Gaming, said: “Monopoly Rush Hour is our latest Monopoly branded game, offering high speed action with plenty of Multipliers, Free Spins and big wins on the board.
“We are thrilled to see players at Gamesys casinos be the first to step onto the board ahead of the game’s global general release.
“This is a true Big Time Gaming slot – a big brand combined with striking visuals, compelling game play, extreme volatility and massive win potential.”
The post BTG’s Monopoly Rush Hour gets exclusive Gamesys launch ahead of global release appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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