NetEnt- Online Gambling: A Popular Culture Digitized
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Therese Hillman, CEO
The art of gambling has come a long way from a pastime that involves placing stones and coins as bets in the fields. It’s a whole new world out there, full of digital marvels. Imagine having to travel to a gambling location, be it a local casino, playing field or a race track every time for placing a bet. Even if traveling is not an issue, there is still a risk of paper currency being stolen. Not anymore. Thanks to the emergence of the internet and various online platforms, consumers across the globe can take delight in their favorite chance games through a variety of digital channels without leaving the comfort of their homes. While casino operators cash in on these popular online gambling trends with privileges, bonuses, and incentives for the customers, they need to keep one crucial aspect of this business in mind—digital entertainment. Wouldn’t it be great if casino operators can provide a wide array of interactive games that can quench a customer’s thirst for playing with relative ease and maximum security through smartphones or computers? The answer is obviously yes. Latching to this requirement early on, NetEnt, a digital entertainment company, has been pioneering online casino solutions since and revolutionizing the market for over two decades.
A Glimpse into the Business
As a leading provider of premium gaming solutions to some of the world’s most successful online casino operators, NetEnt has remained at the vanguard of driving the casino market with thrilling games powered by its cutting-edge platform. Guided by an undying passion for translating digital entertainment into an essential commodity for online casinos, the company leaves no stone unturned when it comes to delivering robust digital solutions. The dedicated and talented team at NetEnt takes great pride in delivering flexible casino solutions and ensures every unique customer stays premium, informed, and ahead, all at the same time. Having grown at a mind-boggling pace as a company for the last five years, the strong corporate culture at NetEnt allows its people to challenge the status quo of the online casino market by crafting innovative solutions that meet the unique customers’ needs. Cultural diversity is what drives a healthy throughput in the company’s offices across Sweden, Ukraine, Malta, USA, Gibraltar, and Poland. Regardless of the difference in geographies, NetEnt’s global talent pool of over 1000 employees is united by a common cause; a passion for delivering the very best in gaming.
With in-depth industry know-how, extraordinary creativity, and innovation as the founding principles, NetEnt has no plans of compromising the solution quality in its path to outshine itself from its competitors. Having successfully handled over 41.2 billion online gaming transactions, the competency of NetEnt’s gaming system resonates well with the customers; making it a prime choice for casino operators to deploy. The company’s award-winning casino solutions have opened the doors to new opportunities and placed the customers at the forefront of digital gaming. However, to maintain a successful casino, the operators need an extensive range of top-performing content and smart management tools, and NetEnt’s CasinoModule is the perfect fit. This complete gaming solution encompasses world-class thrilling games and a powerful Back Office, just what the operators need to make their casinos tick. The web-based Back Office, a powerful marketing tool, empowers casino operators to review, investigate, and track player activity with easy accessibility of statistics and generate reports across their casino games from any location.
By decentralizing our operations we take another step towards a new NetEnt, where customers and players are in focus
What’s more is that the company additionally delivers top-notch support services, from bespoke marketing and design to training and technical services, to help casino operators stay a step ahead anytime. Taking capabilities further, the CasinoModule offers unrivaled business intelligence and audience behavioral insights backed by fact-based information to boost game relevance and casino profitability. “This is both an important and natural step for us, positioning us in an attractive part of the value chain, as we continue to offer the ultimate entertainment experience. This new strategic initiative is a great way for us to strengthen our relationship with both operators and players,” states Therese Hillman, CEO of NetEnt.
Digital Gaming Experience
When it comes to improving player lifetime value and casino performance, NetEnt’s games pack a serious punch. With a diverse, top-performing portfolio bundled with iconic titles, homegrown characters, and the true passion for creating the best slots in the business yields a superior gaming experience. These games play a significant role in delivering a 95-98 percent payout, benefits NetEnt’s partners from optimal casino results. The company has made its slot titles accessible anytime, anywhere, be it on desktop, mobile, and retail, which allows the casinos to demonstrate a multi-channel presence in the industry. That’s not all, a select number of games can be integrated and adapted hassle-free for a simple launch with an infinitely scalable world-class content. NetEnt additionally leverages its award-winning games that present the perfect cross-selling solution to help casinos improve their revenues and profits.
NetEnt drives a transformation in the live gaming market through customized digital solutions that allow casinos to guarantee an enriched player experience. The company embarks on a mission to weave real-time player experiences into the mobile-first portfolio, a product that transcends the physical confines of casinos. This offers an immersive digital experience like no other. The strength of NetEnt Live comes from the Chroma Key technology, which presents infinite possibilities for bespoke branding and optimal user experience (UX/UI) in the industry, or ‘better live gaming’ as the company calls it. The company opens the doors to a whole new world of in-game entertainment with the NetEnt Engage that is uniquely tailored and controlled by the operators for all-encompassing player experience. While these digital gaming environments remain the highlight of online casinos, every operator knows that pooled jackpots are one of the best marketing tools in the industry, and NetEnt stays ahead of this curve. The company offers a series of popular jackpot games for the players to cherish, with one the games, Mega Fortune, being featured in the Guinness World Records for a record-breaking payout of 17.86 million Euros on an online slot game. NetEnt’s progressive jackpots are built up from player contributions and bets across the casino network, and the best part, these games are risk and hassle-free. As Therese describes it, “We know that we create entertaining slot games and our brands have a strong position on the market with a lot of fans and dedicated players. Through our affiliate site we’ll be able to supply operators with traffic and provide NetEnt fans with great content and offers when they play our games.”
Apart from attractive slot games, NetEnt religiously promotes the notion of ‘responsible gaming’ coupled with high-quality digital entertainment, enabling the customers over the legal age limit to play for the right reason—to have fun.
Gaming with Responsibility
NetEnt’s responsible gaming offers the customers with an unparalleled source of entertainment in a safe, secure, and fair environment, as a driving force to maintain a sustainable business. As a licensed casino software provider across numerous jurisdictions, NetEnt ensures all of its games are developed to the highest standards while maintaining full compliance with the requirements set by the regulating authorities. Although the company has no direct relationship with the players, being a B2B software provider, NetEnt takes full responsibility to provide casino operators with the appropriate tools and support they need to uphold the notion of responsible gaming. The company’s platform and games comprise random number generators (RNG) that are thoroughly tested and certified by accredited test facilities (ATFs) to produce the slot game results. NetEnt’s offerings are vetted by eCOGRA for live casino testing and certification, Gaming Laboratories International for onsite security inspection, and iTech Labs and Technical Services Bureau for platform and game testing certification. Besides the certified platform and games, NetEnt’s CasinoModule also houses robust self-control and self-protection tools for reliable player protection. A ‘Self- Exclusion’ feature is available for players experiencing difficulties in controlling their time and money spent on casino games. These players are encouraged to register their accounts in order to request temporary or permanent freezing of their gaming accounts. Since all authentication and authorization by the casino operator, they can effectively prevent or block a self-excluded player from accessing NetEnt games for a limited time with the help of API functionality.
NetEnt’s API functionality additionally enables players to set game play limits via in-game messages that are displayed when the limits applied by the online casino operators have been reached. These limits include the overall loss and bet limits per session length, be it days, weeks or even months, and for a specific game and maximum single bet amount. The CasinoModule is configured to perform regular reality checks to remind the players how long they have been playing, and how much they have won or lost through periodic in-game notifications to real-money players during the game play. Ongoing game plays will be suspended only when the check is displayed and resumed once the player acknowledges the message. To make the game plays safer, NetEnt’s casino solution can be configured for allowing a specified amount of time to pass between two consecutive game rounds, disabling a game’s quick spin functionality. Furthermore, NetEnt’s games have a support feature for time displays that makes it easier for players to maintain an accurate sense of time while engrossed in the digital gaming world.
Beyond Games and Fun
It’s not just about delivering optimal gaming experiences, but also containing the risks of gambling; NetEnt does this flawlessly. The company has invested in extensive research into gambling problems and has built an empirical knowledge base to guide the industry in prevention and treatment strategies. That said, NetEnt is fully committed to donating its research of these strategies for public education, bringing the gamblers up to speed on the identification and treatment of gambling problems. As a financial supporter of GambleAware in the UK and the international organization, Gambling Therapy, NetEnt aims to make online gambling safe just as it is fun. “By decentralizing our operations we take another step towards a new NetEnt, where customers and players are in focus. The new organization will have clearer responsibilities and more emphasis on value-creating initiatives. We are pleased to see the performance of our new game releases so far in the fourth quarter as we continue to diversify our game portfolio. Going forward, we increase the pace of output and expect to release 30 – 35 new games in 2019.” Therese concludes.