In Europe and Scandinavia, online gambling operators are merging and partnerships in the industry are growing every day. Due to the convergence of suppliers and content users, better products that are easier to access and negotiate are constantly being created for the internet punter.
An example of the many benefits of collaborating in the gambling world is the recent announcement that NetEnt is in a unique agreement that brings the company a new supplier client agreement through UK-headquartered gambling company, The Rank Group Plc.
Rank Group stands to build on the strong online presence it has in the UK by supplying games from NetEnt to its online divisions Grosvenor Casinos, the company that developed one of the largest ever outlet of land-based casinos in the UK as well as Mecca, a leading bingo solutions provider to the UK. Brands that are a part of Rank Group include Spanish brand Enracha, which are the holders of nine venues that offer electronic casino games and bingo to players in Spain. It will also benefit from the content distribution from NetEnt. This is 2016’s second technology content supply agreement to be set up for Rank’s Grosvenor casinos.
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Rank Digital Head of Casino Games Ciara Nic Liam commented that the company was excited to make NetEnt’s content an addition to the online offering to Grosvenor and Mecca Bingo, in light of NetEnt’s track record in the UK. She added that the company firmly believed that the content that NetEnt is offering would resonate well with existing online gambling customers that Rank Group has.
NetEnt Malta’s and European Market operations Chief, Enrico Bradamante said that the company is pleased to expand their presence in the UK’s online betting market and are eagerly looking forward to leveraging strengths that NetEnt has to engage punters in a more effective manner.
The merging and convergence of technology suppliers is providing both punters and suppliers a presence made more diverse and stronger in an industry that is highly competitive.