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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.
Latest News
Super Group Reports Financial Results for Second Quarter of 2025

Super Group has reported its highest quarterly revenue to date, reaching $579 million in the second quarter of 2025, a 30% increase year-on-year from $447 million in Q2 2024.
The results continue the growth momentum from Q1, when the company posted $516.8 million, a 25% rise from the prior year.
The company’s growth was primarily fueled by activity in Africa, Europe and North America, although declines were noted in Latin America, the Middle East and Asia-Pacific markets. Africa and the Middle East remained the largest revenue contributors, accounting for 40% of group revenue in Q2, slightly up from 37% the previous year. North America and Europe followed with 34% and 19% of total revenue, respectively.
Betway led the revenue share, generating $355 million in Q2. Within this, Africa and the Middle East produced $225 million, up from $164 million a year earlier. Europe contributed $81 million, up from $49 million in Q2 2024.
Betway’s North America operations, primarily in Ontario after the company exited the US market, accounted for $41 million in revenue, compared with $37 million in the prior year. Meanwhile, Spin Casino recorded $162 million in North American revenue, an increase from $120 million in Q2 2024.
Impact of US market exit
Super Group’s planned full exit from the US iGaming market, meaning the closure of its remaining operations in New Jersey and Pennsylvania, is expected to impact financial results. The exit, which has no specific public date, is expected to result in a $30 million to $40 million loss in adjusted EBITDA.
“While our decision to exit the US was difficult, we believe that this step demonstrates our commitment to capital efficiency and long-term profitability. With continued focus on scaling our technology globally, Super Group should be even better positioned for sustained, profitable growth,” said Super Group CEO Neal Menashe.
According to CFO Alinda van Wyk, the second quarter represented Super Group’s strongest quarterly financial performance to date, attributing the results to the company’s scalable, cost-efficient operating model and its controlled marketing spend.
“We ended the quarter with $393 million in unrestricted cash and zero debt, and returned $20 million to shareholders, bringing our 12-month capital returns to $166 million,” said van Wyk.
Following Q2 results, Super Group raised its full-year group adjusted EBITDA guidance to between $470 million and $480 million. The company also adjusted its ex-U.S. adjusted EBITDA guidance upward to a range of $500 million to $510 million.
Super Group’s activity in Africa and the Middle East has continued to expand. Across its eight African markets, Super Group holds a podium position in seven, with Ghana showing notable growth—sports betting and casino revenue increased by 48% and 71%, respectively.
Menashe noted: “We had a super first half of 2025, driven by a record-breaking second quarter. The quarter’s success was fueled by strong execution across our key markets, a full calendar of global sporting events, increased deposits, high customer retention, and margin expansion.”
The post Super Group Reports Financial Results for Second Quarter of 2025 appeared first on European Gaming Industry News.
Australia
Tracy Parker Joins Judging Panel for Inaugural RTG Global Awards

Leading gaming law and regulation conference Regulating the Game has announced the appointment of Tracy Parker, Senior Vice-President, Accreditation, Advisory and Insights at the Responsible Gambling Council (RGC), to the judging panel for the inaugural RTG Global Awards. Parker will represent RGC, a globally respected independent non-profit dedicated to reducing gambling harm, in assessing nominations across categories recognising leadership, innovation and community impact.
The RTG Global Awards, to be presented at the 2026 Gala Dinner on Tuesday 10 March at the Sofitel Sydney Wentworth, celebrate excellence across safer gambling, compliance, industry integrity, financial crime risk management and community contribution.
Parker brings nearly 30 years of experience in driving social responsibility and sustainability, and over a decade championing harm minimization throughout the gambling sector. At RGC, she leads the development and implementation of robust standards and assurance programs, helping organizations deliver safer gambling environments and drive continuous improvement. Her previous leadership roles at Ontario Lottery and Gaming (OLG) strengthened responsible gambling policies across multiple gaming verticals.
“RGC is honored to join the judging panel for the inaugural RTG Global Awards and support this important platform which elevates leadership, integrity, and innovation across the gambling sector. At a time when industry transformation and public expectations are accelerating, recognizing organizations that meaningfully prioritize harm prevention and player wellbeing is critical to a safe and sustainable sector. We are proud to be part of this important work,” said Sarah McCarthy, RGC’s Chief Executive Officer.
Founded in Canada, RGC has spent over four decades as a global leader in gambling harm prevention. Through research, education and partnerships with regulators, operators and communities, RGC drives policy and operational improvements to ensure gambling does not harm people or the places they live.
Paul Newson, Principal at Vanguard Overwatch and founder of Regulating the Game, said: “Tracy’s leadership and RGC’s global standing in safer gambling make them an ideal addition to the RTG Global Awards judging panel. Their commitment to practical, evidence-informed standards and constructive industry engagement reflects the values we seek to highlight through these awards. We’re delighted to welcome Tracy and RGC to this global initiative.”
The inaugural RTG Global Awards will feature six categories:
• Leadership Voice – for principled, reform-focused leadership contributing to sector uplift
• Safer Gambling Champion – for operators or organisations delivering tangible harm minimisation outcomes
• Compliance Excellence – recognising uplift in AML, risk culture or regulatory compliance
• RegTech Solution of the Year – celebrating innovative technologies improving sector integrity and compliance
• Community Impact Initiative – for initiatives delivering measurable community benefit
• Emerging Leader – Safer Gambling or Compliance – spotlighting rising talent (under 40) making meaningful contributions.
The post Tracy Parker Joins Judging Panel for Inaugural RTG Global Awards appeared first on European Gaming Industry News.
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Aircash Becomes the Main Jersey Partner of Hellas Verona

Aircash has become the main jersey partner of Hellas Verona for the 2025/26 season. The logo of the fintech platform will appear on the front of the Gialloblù First Team jerseys throughout the upcoming campaign, the Club’s seventh consecutive season in Serie A.
Aircash is a Croatian multinational fintech company and an EU-authorised Electronic Money Institution, registered with the European Banking Authority. It offers a wide range of fast and secure financial services. With the Aircash mobile app, users can make payments, transfer money and make cash top-ups at points of sale, providing an innovative way to digitalize cash for online use. The company is also the issuer of the Aircash Mastercard, an easily accessible prepaid card that can be used for in-store and online payments all over the world.
With over one million active users and more than 250,000 points of sale, Hellas Verona’s new partner has firmly established its presence across Central and Southeastern Europe, offering digital solutions that are simple, secure and accessible.
Hrvoje Ćosić, CEO of Aircash, said: “At Aircash, we are proud to partner with Hellas Verona FC, a Club that represents the soul of a city rich in culture, history, and passion for football. This partnership marks our first major step in Italy, at a time when we are expanding our services to deliver fast, simple, and secure financial solutions to Italian users. But our collaboration with Verona is not just about sponsorship: it’s about creating a bridge between a historic Club, an iconic city, a nation proud of its football, and the future of digital payments, where tradition and innovation come together to build lasting connections across Italy.”
Italo Zanzi, Executive President of Hellas Verona FC, said: “We are proud to announce our new partnership with Aircash. This collaboration represents a significant step for our Club, as we join forces with a dynamic and innovative company that shares our values of passion, identity, and vision for the future. Together, we aim to build a journey that merges sporting tradition with technological innovation, in service of our fans and the city of Verona. This partnership strengthens our presence on both the national and international stage, with a shared goal of creating value and authentic connections.”
The post Aircash Becomes the Main Jersey Partner of Hellas Verona appeared first on European Gaming Industry News.
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