Net Entertainment, the European company, is expanding its footprint in the North American market, with New Jersey at the top of its list.
Managing director of NetEnt Online Casinos North America, Bjorn Krantz said that it has been a long process to get into New Jersey – dating as far back as 2013 – but it was well worth the wait.
Speaking to CalvinAyre.com, Krantz said, “We’ve been scouting around in the U.S. and North America for quite some time, attending seminars, conferences, so forth and so on, and learn what the market is about then and yeah, what is happening. And we felt that even if the New Jersey market opened up by November 2013, we felt the time was not right, but one year back we took a decision that now is the time to do something in North America, starting with the license process in New Jersey.” He also added, “NetEnt is a big company in Europe and we want to expand our footprint. We felt that North America is the right place to be.”
Between 2013 and 2015 – when the New Jersey Division of Gaming Enforcement gave NetEnt its transactional waiver – there has not been much going on in the regulated American market. Additionally, NetEnt is a European company and the U.S. is reputed to be reluctant about having companies from other countries coming in and working in its markets.
Krantz explained, “All in all, it has been a very positive experience for us. We’re used to working in regulated environments and we’re licensed in Europe and we’ve been able to take that experience and knowledge when we applied for the license in New Jersey. And looking at the attitude to NetEnt being a, let’s say, more of a European company, that has never been a problem.” He also said, “We’ve all been, as I said, scouting around in north America and US for quite some time so we’ve been able to build a good top of mind. We are known to be a pioneer in what we’re doing in the online casino segment. We’re also known to have a premium content with the best quality and innovation around it, so actually the buzz around NetEnt coming into the U.S. has been fantastic and we can’t wait to be live.”
It is Krantz’s belief that NetEnt’s foray into the U.S. will be beneficial for the online gambling market in the country, which, to be honest, is still new and green.
Krantz said, “Through the 20 years that we’ve been live, we have gathered a lot of business intelligence. And business intelligence is important because it’s about data, facts, how to help our partners to optimize their operations. I think you know that we can take a good piece of that business intelligence and help our partners in the U.S., starting with New Jersey as we build up their business momentum over the NetEnt content.”