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NetEnt and Churchill Downs Incorporated Partner in NJ

iGaming software maker NetEnt has signed a new partnership with established US-based company Churchill Downs Incorporated (CDI), with the pair deciding to break new, exclusive content to casinos in New Jersey

NetEnt and CDI to Back NJ Casinos

Sweden’s NetEnt is hewing closer to Churchill Downs Incorporated (CDI) to release brand new content for the New Jersey casino market. The pair are working on bringing their online tech together and adapt it to land-based properties in the state. According to the official press release, NetEnt will adapt some of its most iconic titles, to wit Starburst, Gonzo’s Quest and the latest Jumanji for the states’ casinos to enjoy.

While the move seems ambitious, it’s definitely not something that NetEnt is particularly anxious about. The company has also pushed ahead with expansion in North America by seeking closer ties with International Game Technology (IGT) and offering to diversify the portfolio of the British Columba Lottery Corporation (BCLC) in Canada.

But when it comes specifically to New Jersey, NetEnt has been working closely with some of Atlantic City’s best-established brands, including Hard Rock. The news was met with equal enthusiasm from both parties, with Ian Williams, president, Churchill Downs Interactive noting that,

There is no doubt NetEnt games have proven to be player favorites in every market they have been deployed. We are looking forward to adding hit titles Jumanji, Starburst and Gonzo’s Quest to offer the best possible experience to our players

While NetEnt can benefit from more innovation, according to the company’s former CEO Per Eriksson, the Swedish iGaming product-maker seems quite well-poised to become one of the flagship suppliers for the U.S. market amid the improving legal context.

New Jersey Is Not the Limit

With the overtures in Canada, NetEnt is readily exploring one of the newly-regulated markets. NetEnt needs to find purchase in both Canada and the United States, according to the company’s CFO There Hillman, who estimates that this is an essential part of the company’s integration model.

NetEnt is also looking in its back yard in Europe where it has been able to establish a list of loyal clients. Backed by the Maltese Gambling Authority (MGA), the company is the benchmark carrier for all gambling operations.

Looking back to New Jersey though, the state is one of the best to pilot any gambling product. New Jersey basically spearheaded legal gambling in the United States and it did so, allowing sports betting operations elsewhere to take off in full.

Meanwhile, the revenue continues to climb with the company posting 26% higher results in September as it did in September, 2017. NetEnt is also not doing too shabbily, with the company citing that its revenues had hit almost $100 in Q1, 2018.

NetEnt has been able to expand quite convincingly, signing 15 new customers in the first half of 2018 alone. Expanding in the United States in 2018 seems like a good business strategy. However, operators such as Paddy Power Betfair have had less luck with such designs of their own.

Rachael Price

Rachael is a veteran gaming journalist with over 9 years of writing experience but has only just started within the gambling industry. She has built a keen interest within the iGaming sector over the years from exposure at events.