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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.

Ariel Reem CEO at Games Valley

Games Valley adds BGaming titles to aggregation platform

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Games Valley has signed a content aggregation partnership with BGaming, adding the studio’s online casino portfolio to the Games Valley platform.

Under the agreement, operators connected to Games Valley will be able to access BGaming titles via a single integration. The content slated for distribution includes slots, crash games, casual games and other online casino titles.

Games Valley and BGaming marked the partnership during NEXT Summit Valletta, where both companies supported the BGaming Charity Gala in aid of DAR Bjorn.

Ariel Reem, CEO at Games Valley, said: “BGaming has built a strong reputation as one of the most creative and dynamic studios, with games that combine strong visual identity, engaging mechanics and genuine player appeal. At Games Valley, our role is to help operators access the content that delivers real value to their players and their business, quickly and efficiently through a single integration. We’re delighted to welcome BGaming to the Games Valley platform, and we’re especially pleased that this partnership has grown from a relationship rooted in shared values.”

Marina Ostrovtsova, CEO at BGaming, added: “Games Valley has established itself as a modern and ambitious aggregation partner, helping operators access high-quality casino content with speed, flexibility and reliability. This partnership allows us to bring BGaming’s portfolio to a wider network of operators through a platform that shares our focus on innovation, strong partnerships and long-term industry growth.”

The post Games Valley adds BGaming titles to aggregation platform appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Arman Movsesyan

Kerma Games Announces New Partnership with Dustbit

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Kerma Games, a premium casino game provider, has announced a new partnership with Dustbit, marking its official expansion into the crypto casino space.

Through the collaboration, Dustbit will become the first crypto casino to feature the Kerma Games portfolio during an initial rollout period, giving its players early access to a selection of the studio’s premium content, including the newly released Snoop Olympus.

Inspired by the world of Snoop Dogg, Snoop Olympus combines iconic mythology with unmistakable West Coast style, showcasing Kerma Games’ vision of creating casino experiences that blend entertainment, cultural relevance and engaging gameplay.

The partnership represents another milestone in Kerma Games’ international growth strategy as the company continues to expand the reach of its portfolio across new markets and distribution channels.

Simone Bacchin, Sales Manager at Kerma Games, said: “We’re excited to partner with Dustbit as we bring Kerma Games into the crypto casino space. This collaboration allows a new audience to discover our entertainment-driven approach to game development, with standout titles like Snoop Olympus leading the way. We believe players are looking for experiences that feel memorable and culturally relevant, and that’s exactly what we aim to deliver.”

Arman Movsesyan, Casino Product Manager at Dustbit, said: “We are excited to welcome Kerma Games to Dustbit and to become the first crypto casino operator to offer their portfolio to our players. At Dustbit, we continuously seek innovative and engaging content that differentiates us from the competition, and Kerma Games perfectly aligns with that vision.

“Their unique approach to game development, combined with celebrity-driven entertainment and strong player engagement mechanics, brings a fresh experience to our community. We believe this partnership will not only enhance our gaming portfolio but also strengthen Dustbit’s position as a leading destination for crypto casino entertainment.

“We look forward to working closely with the Kerma Games team and delivering exciting new experiences to our players over the coming months.”

Beyond Snoop Olympus, Dustbit players will gain access to a growing portfolio of slots, crash games and table games developed with a focus on engagement, retention and premium production values. Kerma Games continues to differentiate itself through a combination of original content and globally recognised celebrity collaborations featuring names such as Snoop Dogg, Lil Baby and Sexyy Red.

The partnership also reinforces Kerma Games’ broader mission to redefine casino entertainment by creating games that capture attention long before the first spin and remain memorable long after the session ends.

As the company continues its global expansion, additional launches, partnerships and new celebrity-powered experiences are already in the pipeline.

The post Kerma Games Announces New Partnership with Dustbit appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

ECA: EU Member States Miss Out on €22.9 Billion in Tax Revenue Due to Illegal Online Gambling

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The European Casino Association (ECA) hosted a high-level roundtable in the European Parliament on tackling illegal online gambling. The event title still referred to the 2024 figure of €80 billion, the figure available when the roundtable was organised, but that number was overtaken at the event itself: the 2025 figures, released for the first time during the roundtable, showed that the illegal online gambling market aimed at EU consumers had reached €91.6 billion, an increase of around 14%. The title was therefore already outdated the moment the new numbers were presented. Drawn from the study commissioned by the ECA to Gambling Compliance International (GCI) and set out by ECA Chair Erwin van Lambaart, this rise deprived EU Member States of an estimated €22.9 billion in tax revenue.

A high-level roundtable in the European Parliament

The European Casino Association (ECA) organised a high-level roundtable discussion on illegal gambling in the European Parliament. Hosted by MEP Lukas Mandl, the gathering brought together EU lawmakers, the European Commission, the Anti-Money Laundering Authority (AMLA), Eurojust, the Joint Parliamentary Scrutiny Group (JPSG) on Europol, national gambling regulators and industry experts.

During the discussion, ECA Chair Erwin van Lambaart presented the 2025 figures from the impact study on illegal online gambling that the ECA commissions annually from Gambling Compliance International (GCI). Participants exchanged views under the Chatham House Rule on the growing scale of illegal online gambling, how it is currently tackled, and what more can be done at European level. They acknowledged the growing scale of the problem and called for stronger enforcement and closer cooperation to support a safe, well-regulated gambling environment.

The discussion is timely, coming shortly after the European Commission’s proposal to reform the mandate of Europol, a key institution in the fight against cross-border crime, including illegal gambling.

What the 2025 GCI figures show

The latest impact study, commissioned by the ECA to Gambling Compliance International (GCI), shows that the illegal online gambling market aimed at EU consumers reached €91.6 billion in 2025, an increase of around 14% on the previous year. This clear upward trend deprived EU Member States of an estimated €22.9 billion in tax revenue in 2025.

The figures also show that illegal operators now account for the majority of online gambling revenue in the EU-27, that more than 6200 illegal operators are actively targeting European consumers, and that the overwhelming majority of online gambling content Europeans are exposed to promotes illegal, unlicensed operators.

What is meant by “illegal gambling”

In the 27 Member States of the European Union, there is no grey market and no third category. A gambling operator is either legal, meaning it is licensed in the country where it serves its customers, or it is unlicensed and therefore illegal. When the ECA speaks of illegal gambling, it means operators serving European consumers without the licence that national law requires.

What sets legal and illegal operators apart

Legal, licensed operators abide by national and EU law, apply anti-money-laundering measures and cooperate closely with national and EU authorities. They protect vulnerable consumers, with particular care for young adults, through strict responsible-gambling programmes; they make significant tax contributions; and they support local development, tourism and jobs.

Illegal, unlicensed operators, by contrast, operate outside any licence and any regulatory or ethical standard. They fail to apply anti-money-laundering measures and can facilitate money laundering and the financing of crime. They ignore age and identity checks and actively target young and vulnerable players, using aggressive marketing, personalised bonuses and free plays to drive compulsive play. They pay no tax in the countries they target, and they mislead consumers, for example by using the logos of legitimate operators in advertising to commit fraud.

ECA Chair Erwin van Lambaart said: “The 2025 data from the GCI report leaves no room for doubt: illegal online gambling is a fast-growing, cross-border problem that puts players, especially young adults, at high risk, deprives societies of much-needed tax revenues, and undermines trust in the regulated market. Licensed casinos and their online businesses operate under strict rules and invest heavily in responsible gambling and anti-money-laundering measures. Yet illegal operators, often based outside the EU, can reach European consumers at the click of a button, without safeguards, without oversight and without contributing to our communities.”

“This is why we need strong political will and strengthened public-private cooperation that is aligned with this reality. By connecting national enforcement efforts, financial intelligence units and sector expertise, European institutions and agencies such as the European Commission, Europol and AMLA can help us turn data into action. If we fail to act now, the illegal online market will continue to grow at the expense of players, public finances and legitimate businesses.”

MEP Lukas Mandl said: “Illegal online gambling is not a niche issue, it is a serious cross-border threat that touches on consumer protection, organised crime and the integrity of our internal market. Europol is a crucial partner for Member States, but we must ensure that its mandate and resources allow it to fully support the fight against these illegitimate activities.”

“The evidence presented by the European Casino Association today show where cooperation is needed to do more. I will bring these insights into our parliamentary work and encourage colleagues cross-party to jointly go against the negative effects of illegal gambling from mental health issues to existential disasters of individuals and entire families, so that we can better protect citizens and make a clear difference between criminal activities and those operators who play by the rules.”

The post ECA: EU Member States Miss Out on €22.9 Billion in Tax Revenue Due to Illegal Online Gambling appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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