Published on 14 October 2015 by Rhi
NetEnt was one of the first international corporations to show interest in a New Jersey license once the option became available and then on September 1st NetEnt was issued a transactional waiver, meaning they could begin integration and even offering games whilst the licensing application was being reviewed (much like a pre-approval). Then as quickly as September 30th their first integration, with Borgata, was complete and a small selection of core NetEnt games were live in New Jersey for the first time. Well now, just a few short weeks later, a second integration, this time with bwin.party has been completed and their favoured games are now live for New Jersey based US players to get to grips with!
The key to breaking this valuable new market is speed and reputation, so NetEnt has partnered up with the most trusted US facing brands to begin their launch into New Jersey and they’re working at the speed of light to get live as fast as possible. It wont be long now until the licensing is fully approved and they’ll be able to go full speed ahead, signing with new partners and spreading their US coverage.
I am very pleased that we are now live with a selection of our multichannel games for desktop and mobile with bwin.party in New Jersey. This launch marks yet another milestone achievement towards our objective to drive the online casino market forward together with our partners in New Jersey.
– Björn Krantz, Managing Director of NetEnt Americas LLC
The New Jersey and US markets are so far unfamiliar with NetEnt games, so rather than spending lots of time and money on launching their entire range at once, they’re taking things at a steady pace, launching just a small selection of their top performing and core games. This means US players aren’t inundated with new things they’re not sure of and instead will see a few new offerings, amongst games they’re familiar with, so are much more likely to take the plunge and have a try on something new. Once familiarity and recognition of the brand increases and they can judge exactly what the players like, they can look at expanding with more and more games. Each market is surprisingly varied with players from different countries having different preferences when it comes to game themes and game functionality, so this is NetEnt’s time to see what the New Jersey based US players want and enjoy so they can tailor their selection for maximum impact and success.