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NetEnt and Cherry iGaming Enter UK Gaming Markets

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Two of one of the biggest iGaming companies have just entered new UK gaming markets. NetEnt has signed its second ever retail agreement and entered the UK land-based market, whereas Cherry iGaming is proud to get its fourth license from the UK Gambling Commission to continue its expansion online.

Over the last year or so, NetEnt has been actively looking for opportunities in the land-based gaming industry. As some may already know, they now produce omni-channel games, which work on desktop, mobile and land-based cabinets. The Koi Princess slot was in fact the very first release to benefit from the studio’s synced multi-channel mindset, developed in partnership with William Hill in 2015. Since then, it’s been available at the operator’s many betting shops across the UK.

Having entered the Italian retail market with the new agreement with Gauselmann, which they signed last month, on 11th October, the Swedish iGaming company has just extended their online business partnership with Paddy Power Betfair plc, one of the leading sports betting and gaming groups in the world. Doing so, they’ve entered the UK retail market through the conglomerate’s 1,300+ land-based gaming machines, located in 339 Licensed Betting Offices (LBO).

To comment on the new deal, Chief of European Market Operations and MD of NetEnt Malta Ltd., Enrico Bradamante said: “I am very pleased that we are extending our partnership with Paddy Power to include distribution to gaming machines in their betting shops. I am confident that their players will enjoy our thrilling, award-winning games.”

Britons have one more good news from the Scandinavian iGaming group Cherry. According to its latest report, its subsidiary PlayCherry Ltd has been finally granted a UK license from the UK Gambling Commission. This pertains to both its casino and sportsbook operations. As such, it’s the fourth gaming license in their portfolio, among the Maltese, Curaçao and Schleswig-Holstein ones.

The group, which is also the owner of the award-winning games development company Yggdrasil Gaming, has a clear plan and will initially focus on utilising the license for its flagship brands Cherry Casino and Euro Slots, which received a facelift not that long ago. The German-facing Sunmaker casino, which offers games from Bally Wulff and Merkur, is also owned by Cherry and will be released in the UK market soon as well.

Here’s what CEO at Cherry iGaming, Jonas Wåhlander had to say on this new milestone: “This is an additional step in the evolvement of Cherry iGaming. Through a wide offering we will have a brand for every key customer segment in the UK market, encompassing all types of products to engage with them. With the current presence and insight we have, combined with ComeOn’s experience, we expect a positive entry into the market and are excited about the potential of this very important market.”



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