TIDMENT
Entain PLC
08 July 2021
8 July 2021
Entain Increases Investment in Exclusive and Innovative Content
for Customers
Headcount to double Across In-House Games Studios
Entain, the leading global sports betting and gaming
entertainment operator, is doubling investment in its in-house
games studios to accelerate and expand its ability to provide
customers with new and exclusive products and experiences.
Headcount will double to around 300 people across Entain's three
in-house studios in the UK, Italy, and India within a year, to
deliver exciting, exclusive new products and experiences across all
its markets, including the U.S. CR Games, Entain's UK games studio
based near Oldham, Manchester, will initially create 8 new roles
taking its headcount close to 50.
New content includes free to play slots tournaments, believed to
be the first of their kind, giving customers a great choice of free
games to play and win cash prizes. Over 30,000 customers of
Entain's Coral brand in the UK entered in June following launch,
with international customers of Gala, Party and bwin expected to
join over the summer.
Following the recent sponsorship between its PartyCasino and
PartyPoker brands and McLaren, customers will get exclusive access
to Formula 1 themed casino content and games later this year.
Entain is also developing new experiences for customers using
immersive technologies, and plans to upweight this capability at
its in-house studios. The Group's first VR product for customers -
a multi-activity sports club - is due later in the year.
"We love giving our customers great experiences and exciting
entertainment as that is the bedrock of what we do." said Jette
Nygaard-Andersen, Chief Executive of Entain. "Increasing our
investment across all three of our in-house games studios will
provide more of that for our customers across all our global
brands."
"By widening our offer with new and exclusive games, such as
free-to-play tournaments, we give existing and new customers more
reasons to use our products." added Jette Nygaard-Andersen. "This
not only helps to grow our business but brings fresh insight, so we
can further improve the offer for our customers."
Over 70% of BetMGM customers in the U.S. enjoy using exclusive
content from Entain, helping to make BetMGM the U.S. market leader
in iGaming. Among the most popular exclusive titles are MGM Grand
Millions, Borgata Cash Spinner, Premium Blackjack Pro and Bison's
Fury slot game. Win Studios based in Hyderabad, India, is
developing 30 new products specifically for customers of BetMGM
this year, adding to new games like BetMGM Blackjack Pro, BetMGM
Roulette Pro, Book of Myths, The Win Genie, Eye of Hathor, and
Platinum Blackjack Pro.
Entain's studios are also adapting best-selling content for more
international markets. Win Studios has tailored Entain's core bingo
product to create a unique sports-themed gaming experience for
customers of its Sportingbet brand, for example, and CR Games is
tailoring top-ranking proprietary games enjoyed in the UK for
customers in Europe.
These now include new customers in the Baltic states, following
the acquisition of Enlabs earlier this year. CR Games is versioning
the latest release of its popular "Big Banker" game for customers
of Optibet in Latvia and bwin customers in other parts of Europe.
The studio is also creating new recreational games for the mass
market, in the UK and elsewhere, including "Fiery Wilds", a casino
game which has already proved popular with players.
Colin Cole-Johnson, Entain Gaming Director, said: "Our priority
is always to create exciting, engaging products that give our
customers choice. Not only does this enhance the experience for the
millions of people who enjoy our products, but is an important
driver of Entain's growth. These exclusive, innovative, and
tailored games are really valued by our customers. Developing more
of our own games means we have complete control over what goes into
them, not just in giving our customers a great experience, but also
keeping them safe".
Entain has a third proprietary studio in Italy, Eurobet, which
is also looking at customizing its most popular exclusive games in
Italy to support Entain's global growth.
Media Enquiries:
Tessa Curtis, Head of Media Relations
Jay Dossetter, Head of ESG and Press Office
media@entaingroup.com
About Entain plc:
Entain plc (LSE: ENT) is a FTSE100 company and is one of the
world's largest sports-betting and gaming groups, operating both
online and in the retail sector. The Group owns a comprehensive
portfolio of established brands; Sports Brands include bwin,
Bet.pt, Coral, Crystalbet, Eurobet, Ladbrokes, Neds and
Sportingbet; Gaming Brands include CasinoClub, Foxy Bingo, Gala,
Gioco Digitale, Ninja Casino, Optibet, partypoker and PartyCasino.
The Group owns proprietary technology across all its core product
verticals and in addition to its B2C operations provides services
to a number of third-party customers on a B2B basis.
The Group has also entered into a joint venture with MGM Resorts
to capitalise on the sports betting and gaming opportunity in the
US, through BetMGM. Entain provides the technology which powers
BetMGM and exclusive games and products, specially developed at its
in-house games studios. The Group is tax resident in the UK with
licences in a total of 27 regulated markets. Entain is a leader in
ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. The
Group has set science-based targets, committing to be carbon net
zero by 2035 and through the Entain Foundation supports a variety
of initiatives, focusing on safer gambling, grassroots sport,
diversity in technology and community projects. For more
information see the Group's website: www.entaingroup.com
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