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How NetEnt built an empire based on familiarity

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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.

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Dutch Duty of Care Fine Ramps Pressure On Industry Under Siege

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The Netherlands Gambling Authority (KSA) has fined an operator over €880,000 for not treating its customers with adequate care, creating highly unwelcome negative PR for the industry at exactly the moment when it is desperate for positivity.

The KSA announced today (June 11) that it was fining licensed operator 711 a total of €886,000 for a series of duty of care failings, having found violations in all ten player files that it requested to view.

As part of its routine compliance sweeps, the regulator requested detailed gambling and customer care data on ten randomly selected high spenders at the operator.

The authority said that 711 had not properly analysed the gambling behaviour of its customers or taken the right measures to intervene when they showed signs of risky play.

In one case a player was allowed to lose €40,000 in four days before they were contacted for a wellness check and a source of funds request, the KSA said.

The contact that did take place was also not sufficiently in-depth to identify if the individual had a gambling problem, the regulator added.

In another case, a player was allowed to lose almost €200,000 over several weeks before they were contacted for a source of funds check, the KSA said.

The fine is the latest in a series of penalties related to the duty of care that operators own to their customers, which unlike many other European nations is an established part of the country’s gambling act.

The largest penalty so far is a €4m fine for Unibet operator Optdeck, but regulatory officials have said they continue to find failings on their random sweeps.

711 declined to give a comment to EEGaming, saying that it has a policy of not speaking with the press.

The decision by the KSA can be appealed.

The bigger context

The penalty for 711 is not the first punishment for duty of care failings in the Netherlands and it is unlikely to be the last, but this particular fine comes at a pivotal moment for the future of Dutch gambling.

The industry is awaiting a statement from minister Claudia van Bruggen on how she will change gambling policy over the next year.

She is under extreme pressure from several organised groups within parliament to enact tough new rules on a market that is already struggling to keep players out of the black market.

Most notably there have been repeated calls for a complete advertising ban, in addition to the existing ban on all non-targeted gambling advertising in the Netherlands.

A complete ban is opposed by the KSA, which revealed recently that it had held meetings with van Bruggen to make their case and said she “took our concerns very seriously”.

There have also been calls for a hard cap on the number of online gambling licences in the Netherlands, something that the KSA also argues is not in the best interests of consumers.

However the issuing of yet another reputation-damaging fine for the sector further adds to the risk that van Bruggen will feel a need to give in to public and political pressure and really turn the screw on the beleaguered sector.

Experts estimate that channelisation for online gambling in the Netherlands may be as low as 45 percent.

Rates of gambling with licensed operators have collapsed following the introduction of deposit limits, which can only be removed via affordability checks, and tax increases which have seen rates rise to 37.8 percent of gross gambling revenue.

One small crumb of relief for the industry will be upcoming proof of what something they warned would happen: Increasing the tax rate has resulted in lower income for the government, as players likely stop gambling or seek better odds offshore.

“A new impact assessment of the gambling tax will probably be published at the end of June, showing that the increase in the gambling tax did not achieve its intended goal,” revealed KSA head of licences and supervision, Ella Seijsener, speaking at the recent Gaming in Holland conference.

Analysts suggest that growth in the online market has slowed rapidly in recent months and that although channelisation may not decline further from here under current market conditions, there is equally little hope of lifting it back above 50 percent as things stand.

But far from an easing of rules, the local industry expects things to get tougher from here and are simply hoping that van Bruggen’s manifesto for the next phase of Dutch gambling regulation avoids some of the more extreme measures called for by her fellow politicians.

The post Dutch Duty of Care Fine Ramps Pressure On Industry Under Siege appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Paysafe and Skrill sponsor Woody & Kleiny’s 39-day US soccer road trip livestream

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Kick and TikTok stream runs June 11–July 19, covering 15,000 miles and promoting fundraising for Prostate Cancer UK.

Paysafe (NYSE: PSFE) and its digital wallet Skrill are sponsoring a 39-day US “In A State” soccer road trip led by creators Woody & Kleiny, with live coverage starting June 11 from Jacksonville. The tour is set to run 15,000 miles and stream 24/7 on Kick and TikTok.

Paysafe said the tour will include creator-led content and in-person activations designed to spotlight payment processing for local merchants—such as bars, restaurants, hotels and retailers—along the route. The company is positioning its merchant acquiring and POS-related offerings alongside Skrill consumer wallet use cases during match-day and fan events.

The trip also includes fundraising for Prostate Cancer UK, with donations directed to the official Woody & Kleiny GoFundMe page. The press release notes prostate cancer is “now the most common cancer in the U.K. and the only major cancer without a screening program.”

“This tour puts Paysafe and Skrill at the heart of the action, powering the moments that matter most,” said Alisa Barber, Chief Marketing Officer at Paysafe. “Woody & Kleiny have an extraordinary ability to turn everyday life into must-watch content and combining that with our technology demonstrates how seamless payments can lift every experience.”

Stops listed include Los Angeles (June 12), Arlington, TX (June 17), Boston (June 23) and East Rutherford, NJ (June 25 and 27), with additional cities planned as the tournament progresses. Paysafe said the livestream will be supported by daily YouTube recaps and short-form social content.

The post Paysafe and Skrill sponsor Woody & Kleiny’s 39-day US soccer road trip livestream appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Paysafe and Skrill get on board with Woody & Kleiny’s Outrageous US Soccer Road Trip: 39 Days, 15,000 Miles, Streamed Live 24/7

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Spotlighting business payments and consumer digital wallet experiences for soccer fans, the ‘In A State’ tour brings viral creators together for a live celebration of soccer and fundraising for Prostate Cancer UK

Paysafe (NYSE: PSFE), a global payments platform, is taking its technology to the heart of America’s biggest soccer summer, fueling a 39-day, 15,000-mile streamed road trip powered by viral creators Woody & Kleiny.

Known as the ‘In A State’ tour, this record-breaking journey streams live on Kick and TikTok from June 11, as Woody & Kleiny tear through major cities including Los Angeles, Arlington, Boston and East Rutherford, engaging soccer fans and shining a spotlight on the  businesses that make these places tick. The tour will also raise awareness and funds for Prostate Cancer UK, supporting life-saving research, earlier diagnosis and better outcomes for men affected by prostate cancer, which is now the most common cancer in the U.K. and the only major cancer without a screening program.

Paysafe is the payments engine sponsoring the tour, putting its processing solutions for businesses and its consumer facing digital wallet, Skrill, center stage. Through 24/7 live streaming, in-person activations and creator-led content, Paysafe’s technology will come to life in the most authentic setting imaginable: the real-world energy of America’s biggest soccer tournament.

Woody & Kleiny have built one of the world’s largest creator communities, reaching more than 50 million followers across online platforms and generating over 45 billion views.

Paysafe Spotlights Local Businesses

Paysafe will spotlight local businesses, including bars, restaurants, hotels, and retailers, across the route. Woody & Kleiny will showcase Paysafe-powered payment solutions for local merchants via live interactions.

As part of its broader commitment to supporting businesses, Paysafe provides integrated payment solutions tailored to the needs of local merchants. This includes POS technology such as payment devices, competitive payment processing offerings, and value-added services designed to help businesses operate more efficiently. Through these activations, Paysafe will demonstrate how its solutions enable businesses to streamline operations, manage peak demand, and deliver seamless payment experiences.

Skrill: The Wallet That Moves at the Speed of the Game

Paysafe’s digital wallet Skrill will be front and center across the entire ‘In A State’ tour. From fan giveaways to real-time digital payments, Skrill will enable fast, secure transactions within high-energy environments. Fans will interact with Skrill through on-the-ground activations, digital rewards, and integrated content moments — proving that a great digital wallet doesn’t just make payments easier, it makes every experience better.

Through these activations, Skrill will play a visible role in powering fan engagement, from rewarding participation to enabling seamless transactions in real time, demonstrating how the digital wallet can enhance every moment of the fan journey.

“This tour puts Paysafe and Skrill at the heart of the action, powering the moments that matter most,” said Alisa Barber, Chief Marketing Officer at Paysafe. “Woody & Kleiny have an extraordinary ability to turn everyday life into must-watch content and combining that with our technology demonstrates how seamless payments can lift every experience.”

The stream will be complemented by daily YouTube recaps, short-form social content, celebrity appearances and real-time fan engagement — reaching audiences across the globe. Paysafe branding will be unmissable throughout: on the tour bus, across activations, and at the center of every major match-day moment.

For Paysafe, this tour shows how world-class payment technology, the right partners and the biggest sporting event of the decade can come together to create something genuinely extraordinary, while also raising vital awareness and funds for prostate cancer. Fans can donate to Prostate Cancer UK via the official Woody & Kleiny GoFundMe page.

Follow, watch and engage with the tour across Woody & Kleiny, Paysafe and Skrill’s social channels.

Tour Route and Key Stops

Woody & Kleiny will travel through major U.S. cities, where soccer fans will be gathering throughout the tournament.

Key stops include:

  • Los Angeles (June 12),
  • Arlington, TX (June 17),
  • Boston (June 23)
  • East Rutherford, NJ on June 25 and 27

Other cities as the tournament unfolds.

The post Paysafe and Skrill get on board with Woody & Kleiny’s Outrageous US Soccer Road Trip: 39 Days, 15,000 Miles, Streamed Live 24/7 appeared first on Americas iGaming & Sports Betting News.

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