One of the world’s most popular online casino software suppliers NetEnt released a land-based casino game. Not surprisingly, the first game that can be found in retail stores across the United Kingdom powered by NetEnt is its slot Starburst.
The company that can boast with having the first land-based slot machine by the Swedish provider is William Hill, one of the UK’s largest bookmakers and gambling operators. Its online gaming site William Hill Casino already features a good deal of NetEnt powered games and this move is only taking their collaboration a step further. This whole project started last year when the two companies signed an agreement which obliged the casino provider to supply a selection of casino games to the operator’s retail network.
Starburst is the first product by NetEnt to ever go live in retail shops across the United Kingdom and hence it was redesigned in order to be more suitable for British land-based gamblers. The release of the product is part of NetEnt’s multichannel strategy which makes it possible for companies that provide gambling service to have their most popular games on various channels such as online, mobile and retail stores.
The one to comment on the recent happenings was Per Eriksson, NetEnt’s CEO. He expressed the company’s delight with the opportunity to make its games available at William Hill land-based gaming destinations. He also expressed hopes for having the provider’s products’ distribution maximised.
Eriksson revealed that NetEnt has serious plans of expanding and that entering the offline gaming industry is one of the ways to do it. He pointed out the fact that online gambling accounts for only 5% of the overall global gaming market. Finally, according to Eriksson, NetEnt’s multichannel strategy will result with an increased convergence between land-based and online gaming.