Swedish online casino content creator NetEnt has signed a supply deal with Blueprint Gaming, a UK-focused division of Germany’s Gauselmann Group, that will strengthen its UK foothold and will help it grow brand awareness by exploring new verticals.
Under the terms of the recently inked deal, NetEnt will provide its new partner with access to its slots portfolio. The Swedish studio’s content will thus be launched across Blueprint’s network of retail gaming machines in arcades, bingo halls, licensed betting offices, and pubs around the UK.
NetEnt and Blueprint signed a deal for long-term collaboration. The first roll-out of NetEnt games is expected to take place in the first half of the year. More titles from the Swedish company will be added across Blueprint-operated gambling machines at later stages.
News about NetEnt’s deal with Blueprint arrive as the Swedish company is looking to expand across new and existing markets and to improve its performance after showing weaker results in the last few years due to growing competition in the B2B gambling space and regulatory pressure in key markets, including the UK.
To enhance its offering and improve its innovative product development capabilities, NetEnt acquired last year fellow casino content producer and provider Red Tiger Gaming in a £200 million all-cash deal.
A Landmark Deal
Commenting on their recent partnership with Blueprint, NetEnt UK Managing Director and Chief Strategy Officer Andy Whitworth said that “this is a landmark deal for the NetEnt Group in our quest to build brand awareness and new revenue streams from new product verticals.”
Mr. Whitworth went on that they are delighted to expand their reach with Blueprint as their new partner is “the market leader in the UK.”
Last September, NetEnt opened a new office in the UK to expand its presence in one of its core markets. The office is located in the Stanley Building at King’s Cross in London and its opening followed the establishment of NetEnt’s UK subsidiary.
Of their deal with the Swedish content provider, Blueprint Managing Director Matt Cole said that “the ability to offer our customers and players content from NetEnt is an exciting opportunity and we are delighted to be working closely together on offering UK players a truly compelling variety of market leading content.”
In November, Blueprint acquired UK-based games developer Livewire Gaming in a deal that aimed to strengthen the company’s presence in the UK retail gambling market. Livewire Gaming specializes in the creation of games for Category C, B3, D, and B4 machines for the UK gambling space.
The purchase of the independent studio will also significantly boost Blueprint’s development capabilities, particularly in the creation and distribution of gaming titles for Category C gaming machines.