Irish Bookmaker, Paddy Power, has announced that it has extended its partnership with Net Entertainment to gain access to NetEnt content for their UK retail business. Under the terms of the agreement, NetEnt will license gaming content to cover land-based gaming machines in Paddy Power’s shops throughout the UK.
Paddy Power and NetEnt already have a relationship with NetEnt supplying content for Paddy Power’s online business since December 2012. Paddy Power launched its online casino in 2000 and since introduced NetEnt Touch to its mobile app. This deal can now extend the partnership to Paddy Power’s 339 licensed betting offices (LBOs) that it owns in the UK, with more than 1,300 gaming machines operating in them.
“I am very pleased we are extending our partnership with Paddy Power to include distribution to gaming machines in their betting shops,” commented Enrico Bradamante, chief of European Market Operations for NetEnt.
“I am confident that their players will enjoy our thrilling, award-winning games.”
Launched in 1996, NetEnt has become a leader in casino software development and it has been providing gaming solutions to the online casino market since then, with a later focus on the development and supply of mobile casino games. NetEnt has been expanding in the land-based gaming business since it signed its first partnership with a land-based operator – UK-based William Hill – in June 2014. This was the beginning of NetEnt’s footprint in the land-based market.
Just a month ago, on October 11, NetEnt signed another retail deal to license casino content to German gaming machine manufacturer, Gauselmann, for the retail market in Italy. This latest deal with Paddy Power is the software provider’s second retail agreement for the UK market.