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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.
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Week 41/2024 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
PG Soft has released its Japanese-inspired slot, Oishi Delights. PG Soft’s Asian adventure transpires within a bright and celebratory festival atmosphere, surrounded by grand pagodas. The game sits within a 5-reel, 8-row layout featuring multipliers reaching as high as x1024.
TaDa Gaming invites players to dive deep into the underwater kingdom in Poseidon and experience a game like no other in this six rows, six reels plus bonus seventh multiplier reel slot. A treasure trove of features gives players access to Cascading Reels, Free Spins, Multipliers to 500x in the bonus game, the unique Elimination Round and 20,000x max bet win.
Nolimit City takes players back to the gritty arcades of the ’80s with their latest release, Brute Force. It’s a blast from the past, where Joshua and Jason square off against Hyper, the ruthless alien overlord hell-bent on Earth’s destruction. It’s pure arcade nostalgia, but with that signature Nolimit punch. Unlike some of Nolimit City’s more complex releases this year – Fire in the Hole 2, Loner or Kenneth Must Die. Brute Force dials it back, stripping away the complexity for a straightforward, old-school experience.
Play’n GO introduces Stepping Diamonds, the latest 5×3 sparkling addition to their diverse slot game portfolio. Stepping Diamonds invites players to enter a glamorous casino world filled with gleaming gems, classic fruit symbols, and a luxurious suite of animations. The game marries the timeless charm of traditional fruit machines with Play’n GO’s innovative gameplay, promising a captivating experience that appeals to both newcomers and seasoned slot enthusiasts.
Spinomenal has rekindled its Folktales series with the release of Fairytale Beauties 2. This fantastical journey stars Rapunzel, Cinderella, Belle from Beauty and the Beast and Princess Aurora the star of Sleeping Beauty. Each of the heroines has their own magical Free Spins feature that will trigger with three or more full-sized scattered free spins symbols. Every time players discover three or more Free Spins symbols, they will embark on the next consecutive quest in search of riches.
Gaming Corps is excited to announce the release of Lobster Hotspot 2: Even Hotter, the sequel to the hugely popular Lobster Hotpot. This exciting and vibrant underwater adventure invites players to dive back into the ocean’s depths in search of mouth-watering lobsters and huge prizes. With up to 10,000x the player’s stake up for grabs, this aquatic adventure teems with exciting awards and bonuses waiting to be discovered. The action unfolds across a 5-reel, 3-row grid, with 10 active paylines on every single spin
Make some noise for Howling for Gold, a brand-new online slot joining Booming Games’ ever evolving wolfpack this month. From 10th October, you’ll be able to sink your teeth into this fantastic 5×4 game – and you don’t even have to wait for the full moon to appear! Set to the backdrop of aurora borealis — or the Northern Lights to you and me — you’ll take to the reels, where a single spin can trigger anything between 6 and 15 mystery symbols. They’ll then appear anywhere, transforming into the same symbol, leading to big payouts. And that’s just one of the ways you can strike gold on this sparkling slot.
The post Week 41/2024 slot games releases appeared first on European Gaming Industry News.
Africa
Galaxsys Expands Its Presence in Africa by Partnering with Betika
Galaxsys, a leading provider of innovative gaming solutions, is excited to announce its strategic partnership with Betika, one of Africa’s premier sports betting platforms. This collaboration will allow Galaxsys to provide its rich portfolio of high-quality games to Betika, which boasts a large player base across multiple African markets including Kenya, Ghana, DRC and Tanzania, and has been a prominent operator since 2016.
Thanks to this exciting partnership, players in these key markets will gain access to over 30 engaging titles, including popular games such as Crash, Rocketon, Crasher, Cash Show, Starlight. This diverse portfolio blends skill-based and fast-paced games, offering a unique experience on Betika’s well-established and continually growing platform.
Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, expressed her enthusiasm about the collaboration: “We’re thrilled to team up with Betika, a major player in the African gaming scene. This partnership is a significant milestone for us as we expand into a region, we’ve been eager to connect with. Betika’s impressive reach across more than 10 African countries and its deep understanding of local player preferences make it the perfect partner. Together, we’re set to bring our innovative content to a broader audience and create something special for gamers across the continent.”
Betika’s Chief Product Officer, Peter Stagles also shared his satisfaction following the signing, stating, “Partnering with Galaxsys is an exciting opportunity for Betika as we continue to enhance our gaming offerings. Their innovative game portfolio perfectly complements our commitment to delivering exceptional experiences to our players. We are eager to bring these exciting new titles to our audience across Africa and look forward to a successful collaboration that will set new standards in the gaming industry.”
This partnership marks a pivotal moment for Galaxsys as it aligns with the company’s strategy to reach new audiences and soar to new heights in the African market. With Betika’s extensive experience and strong market position, both companies are poised for a successful journey ahead.
The post Galaxsys Expands Its Presence in Africa by Partnering with Betika appeared first on European Gaming Industry News.
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OKTO Announces Partnership with Octavian Lab
OKTO, a leading provider of payment solutions, has announced a partnership with Octavian Lab, a well-established online gaming platform provider in Italy. Octavian has integrated OKTO’s open-loop wallet solution, OKTO.WALLET, enabling all its operator partners to be ready for the new PVR-related decree. This launch is aligned with current and forthcoming regulatory requirements, reinforcing OKTO’s commitment to expanding its presence in Italy with secure, compliant and user-friendly payment innovations.
The OKTO.WALLET service empowers Octavian’s operator partners and their clientele with a frictionless payment experience, enabling instant deposits and withdrawals while maintaining full compliance with Italy’s stringent regulatory standards. OKTO’s wallet solution is specifically tailored to meet the requirements of the new PVR-related decree and is certified by iTech Labs and Quinel, ensuring compliance with the Agenzia delle Dogane e dei Monopoli (ADM), Italy’s primary gaming regulatory authority.
OKTO.WALLET offers a seamless solution for cash-to-online payments, allowing users to continue enjoying cash deposits and withdrawals for their online gaming activities in a compliant way. With the addition of the OKTO Visa Card, the eWallet solution is further strengthened, giving users easy access to their funds anytime, anywhere.
“We are proud to partner with Octavian to introduce OKTO.WALLET to the Italian market. This integration underscores our commitment to providing compliant, secure, and advanced payment solutions that align with the evolving regulatory landscape and cater to the diverse needs of both iGaming operators and players,” said Dante Micucci, OKTO’s Country Manager Italy.
The integration with Octavian is just the beginning. Several prominent online gaming operators using the Octavian platform are preparing to unveil OKTO.WALLET to their customers, further enhancing the safety and efficiency of payment solutions in the Italian gaming market.
“We’re thrilled to offer our operators a seamless and compliant solution that meets the evolving needs of both the market and regulatory requirements. This partnership with OKTO reinforces our dedication to delivering advanced payment solutions that prioritize user convenience and security, setting a new standard for the Italian iGaming sector,” said Andrés Galan Chillon, Manager of Sales from Octavian Lab.
The post OKTO Announces Partnership with Octavian Lab appeared first on European Gaming Industry News.
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