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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.
BETER, the award-winning provider of fast-betting content, data, and odds for esports and sports, has strengthened its global team with the appointment of Miguel Valdes as Business Development Manager for the Asia–Pacific region.
Miguel is an experienced business development manager, having previously worked at prominent companies including SiGMA World, among others.
In his new role, Miguel will be responsible for driving BETER`s growth by creating new opportunities with operators, platform providers, and aggregators, helping the supplier expand its presence across the APAC region.
This includes establishing strategic partnerships and nurturing existing relationships with local partners as part of BETER’s broader efforts to scale quickly in APAC, mirroring its rapid growth in markets such as Latin America and Europe.
Miguel’s efforts will support BETER’s expansion into various APAC markets by leveraging the region’s strong demand for its fast-betting content. He will also lead the development of a local team focused on strengthening BETER’s footprint in the area.
Chuck Robinson, Chief Revenue Officer at BETER, commented: “Miguel is a strong addition to our team and will lead BETER’s development in the APAC region. He brings valuable experience to the table, and we are delighted to welcome him on board.
“We have ambitious plans for the region and with our various portfolio of esports and sports products, we’re perfectly positioned to meet the needs of the next-gen bettors there.”
Miguel Valdes added: “I’m excited to join BETER, especially at a time when the demand for fast-paced content is rapidly growing. This trend is evident not only in APAC but worldwide, with BETER driving that movement.
“The region holds enormous opportunities, not only for BETER but also for the operators and aggregators who are open to leveraging fast-betting potential. I look forward to contributing to BETER’s growth and exploring new markets across APAC together.”
The post BETER Names Miguel Valdes as Business Development Manager for APAC appeared first on European Gaming Industry News.
Booming Games proudly announces the launch of its slot titles on Starcasino.nl, one of the Netherlands’ rapidly emerging online gaming platforms. This collaboration represents a key milestone in Booming Games’ continued growth and presence in the Dutch market.
Starcasino, a well-established casino and sportsbook brand with deep roots in Belgium, is now live in the Netherlands under a license from the Dutch Gambling Authority (Kansspelautoriteit). Known for its secure, responsible, and high-quality iGaming experience, Starcasino is quickly gaining traction among Dutch players.
As part of the partnership, Starcasino players can now enjoy a selection of top-performing Booming Games titles, including Tasty Bonanza, 64 Gold Coin Hold and Win, Buffalo Hold and Win Extreme 10,000, Ronaldinho Spins, and Dynamite Trio.
Booming Games continues to grow its global footprint, and this new partnership reflects its commitment to entering regulated markets with trusted local operators. With a shared focus on integrity, entertainment, and compliance, Booming Games and Starcasino are set to deliver exceptional value to players in the Netherlands.
This partnership is effective immediately, with integration efforts already underway to ensure seamless access to Booming Games content for licensed operators across the region.
Simona Lanzoni, Commercial Director at Booming Games, said: “Partnering with Starcasino marks a significant step in Booming Games’ expansion within the Dutch market. Starcasino’s strong reputation for responsible and high-quality entertainment aligns perfectly with our commitment to delivering exceptional slot content to regulated markets. We’re excited to bring our most engaging titles to Dutch players and to continue growing our presence alongside a trusted and dynamic partner.”
Pieter van den Bos, Director at Starcasino, added: “We are thrilled to go live with Booming Games on Starcasino, bringing a fresh selection of innovative games to our platform. This launch offers our Dutch players even more choice and entertainment in our growing casino portfolio.”
The post Booming Games Expands Its Presence In the Netherlands Through Starcasino Collaboration appeared first on European Gaming Industry News.
ICONIC21, the in-demand iGaming content provider, officially went live with Aardvark Technologies, the omni-solution provider for online and retail betting.
With this integration now complete, ICONIC21’s titles are fully available across Aardvark’s aggregation platform, expanding access for operators and players throughout key regions.
ICONIC21 has ramped up its content rollout in recent months, launching new titles across multiple verticals. Highlights include Gravity Plinko, which introduced its first-person games line, Wild Gold Mine among its latest slots, and standout live casino experiences such as the Gravity Series or recently-released Oasis VIP Blackjack. The upcoming Knock Knock game is also generating strong anticipation, with more information to be released soon.
Bringing this portfolio to Aardvark’s platform means operators now benefit from seamless access to ICONIC21’s unique content, enhanced by Aardvark’s compliance support and distribution reach.
Alina Popa, CCO at ICONIC21, shared: “Our content moves fast, and we need partners that can keep pace. With Aardvark, we’ve found a team that gets it. Their market presence and flexibility are a great match for our ambition, and we’re excited to see how this launch performs across their network.”
Arijus Denisovas, Commercial Director at Aardvark Technologies added: “ICONIC21 has built serious presence. Their titles are in demand, and we’re proud to bring them into our aggregation portfolio. This launch strengthens our offering and gives our partners even more tools to attract and retain players.”
With the integration now live, both companies are focused on delivering performance, reach, and value to operators seeking standout content in fast-moving markets.
The post ICONIC21 Content Now Live via Aardvark Technologies’ Aggregation Platform appeared first on European Gaming Industry News.
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