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UK – Entain to double workforce across in-house games studios

By - 8 July 2021

Entain, the leading global sports betting and gaming entertainment operator, is doubling investment in its in-house games studios to accelerate and expand its ability to provide customers with new and exclusive products and experiences.

Headcount will double to around 300 people across Entain’s three in-house studios in the UK, Italy, and India within a year, to deliver exciting, exclusive new products and experiences across all its markets, including the US CR Games, Entain’s UK games studio based near Oldham, Manchester, will initially create 8 new roles taking its headcount close to 50.

New content includes free to play slots tournaments, believed to be the first of their kind, giving customers a great choice of free games to play and win cash prizes. Over 30,000 customers of Entain’s Coral brand in the UK entered in June following launch, with international customers of Gala, Party and bwin expected to join over the summer.

Following the recent sponsorship between its PartyCasino and PartyPoker brands and McLaren, customers will get exclusive access to Formula 1 themed casino content and games later this year. Entain is also developing new experiences for customers using immersive technologies, and plans to upweight this capability at its in-house studios. The Group’s first VR product for customers – a multi-activity sports club – is due later in the year.

“We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do.” said Jette Nygaard-Andersen, Chief Executive of Entain. “Increasing our investment across all three of our in-house games studios will provide more of that for our customers across all our global brands.”

“By widening our offer with new and exclusive games, such as free-to-play tournaments, we give existing and new customers more reasons to use our products.” added Jette Nygaard-Andersen. “This not only helps to grow our business but brings fresh insight, so we can further improve the offer for our customers.”

Over 70 per cent of BetMGM customers in the US enjoy using exclusive content from Entain, helping to make BetMGM the US market leader in iGaming. Among the most popular exclusive titles are MGM Grand Millions, Borgata Cash Spinner, Premium Blackjack Pro and Bison’s Fury slot game. Win Studios based in Hyderabad, India, is developing 30 new products specifically for customers of BetMGM this year, adding to new games like BetMGM Blackjack Pro, BetMGM Roulette Pro, Book of Myths, The Win Genie, Eye of Hathor, and Platinum Blackjack Pro.

Entain’s studios are also adapting best-selling content for more international markets. Win Studios has tailored Entain’s core bingo product to create a unique sports-themed gaming experience for customers of its Sportingbet brand, for example, and CR Games is tailoring top-ranking proprietary games enjoyed in the UK for customers in Europe.

These now include new customers in the Baltic states, following the acquisition of Enlabs earlier this year. CR Games is versioning the latest release of its popular “Big Banker” game for customers of Optibet in Latvia and bwin customers in other parts of Europe. The studio is also creating new recreational games for the mass market, in the UK and elsewhere, including “Fiery Wilds”, a casino game which has already proved popular with players.

Colin Cole-Johnson, Entain Gaming Director, said: “Our priority is always to create exciting, engaging products that give our customers choice. Not only does this enhance the experience for the millions of people who enjoy our products, but is an important driver of Entain’s growth. These exclusive, innovative, and tailored games are really valued by our customers. Developing more of our own games means we have complete control over what goes into them, not just in giving our customers a great experience, but also keeping them safe”.

Entain has a third proprietary studio in Italy, Eurobet, which is also looking at customizing its most popular exclusive games in Italy to support Entain’s global growth.

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