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NetEnt establishes itself in the Great Lakes region amidst active expansion

NetEnt establishes itself in the Great Lakes region amidst active expansion

Published on by kirk

NetEnt is no stranger to the idea of expanding its reach to new markets. Since its launch in 1996, the game supplier has consistently transformed itself from a traditional casino specialist to an online gaming guru. The digital entertainment company has never been one to let innovation and change pass it by and is poised to increase its influence worldwide.

NetEnt continues forward push into the United States

Evolution named the United States a target market for NetEnt when they acquired the company in December 2020. This goal was reinforced in February 2021, when Evolution called the States “an absolute priority market”. This sentiment was reflected in the brand’s January launch in the Great Lakes’ online sports and gaming betting market. With releases available in reputable casinos such as TwinSpires, BetRivers, Golden Nugget, and BetMGM, the developer has the US on its mind.

Of particular note here is NetEnt’s strong presence in Michigan since day one of their online betting digital debut. Indeed, the online slots supplier seems to have its sights fixed firmly upon the state. Evolution’s North American commercial director, Jeff Millar, even has plans to add a new live casino broadcast studio there. This will be Evolution’s third such studio in the US, with prior locations in New Jersey and Pennsylvania.

Millar explains Evolution’s goals of strengthening NetEnt’s hold on the United States as the natural progression of the agency’s growth:

The US has become NetEnt’s primary market in terms of commercial revenues. This has been driven by the momentum of new states opening; by the time they go live we have already spent many months – and often years – planning for that first day of trading.

He adds that Michigan, which has around 10 million residents, is an obvious focus for the company, thanks to the large potential audience streaming into the online platform. The state also has fair licence fees and tax rates and an established regulatory environment, and access to commercial and tribal operators.

Cultural differences in the business landscape might be a cause for concern for many, but Millar is confident that NetEnt has the flexibility necessary to thrive as the state expands its digital gaming market:

 Michigan has its own ways of working and we’ve proven that we’ve been able to adapt to that and capitalise on the early-stage hype.

With lofty ambitions and the expertise to drive them, NetEnt is sure to make plenty of progress in its push stateside.


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