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Interactive NET ENTERTAINMENT


Extending the possibilities and boundaries of gaming


G3 interviewed Net Entertainment’s CEO, Per Eriksson, at the ICE show in London, just prior to the company announcing record revenues for 2013 and a host of innovations for 2014


Renowned for its hugely successful online slots games, Net Entertainment branched into the live dealer territory last year, building a dedicated stu- dio in Malta with plans in 2014 for a major venture into this burgeoning online sector. Speaking to Net Entertainment's CEO, Per Eriksson, at the ICE show in London, he explained why the Stockholm-based company is so excited about live dealer gaming in 2014.


"Our big push for this year is Live Casino," under- lined Mr. Eriksson. "We have offered live roulette and blackjack to date, but we are really proud of Common Draw Blackjack, which is a scaleable solution allowing multiple players to play the same game. One of the problems with offering standard blackjack is that it causes frustrating queues to form as players wait for the limited number of places to become available, but with Common Draw Blackjack, an unlimited amount of players can enjoy CD Blackjack simultaneously."


"When we examined the Live Casino market," continued Mr. Eriksson, "we looked at the current offer and believed that we could offer something completely new to the sector, something more scaleable with digital tables and green-screen technology. We use the same dealer for multiple operators, changing the layouts and backgrounds digitally, but with each operator able to offer their own dealer experience. We have come a long way since our launch last year, having refined the streaming technology and created a studio in Malta that understands the needs of the operators and the dealers themselves. At first they were fol- lowing strictly to pre-prescribed scripts, but today it's about the dealers creating their own perform- ances, which works naturally with the players."


Alongside a growing Mobile Touch portfolio, Net Entertainment Extend was recently introduced to the market, which is another way for operators to grow and hold a competitive edge. Net Entertainment Extend allows operators’ develop- ment teams to leverage real-time gameplay data


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in order to create a customised gaming experience and expand on the social gambling concept. Effectively, Extend is a shell or framework around a game, extending player options around that game. "Extend is a modular framework," explained Mr. Eriksson, "enabling the operator to add elements that enhance the player’s gaming experience, expanding social elements and creat- ing tournaments for VIP players, for example, which enhance the regular player environment."


Net Entertainment


announced record full-year revenues. The company's financial figures showed a market share of 31 per cent,


with full-year operating profits reaching SEK179.7m.


During the show in London, Net Entertainment launched its now traditional big brand licence, having revealed South Park in 2013. This year it was the turn of Aliens, a new branded video slot based on the cult sci-fi horror franchise.


Aliens is Net Entertainment’s first ever casino game with real-time 3D graphics illustrating its commitment to innovation. The Search, The Encounter and The Hive, all elements taken from the classic movie, comprise the three game levels in which there are up to x14 Multipliers in ‘The Search’ and x240 bet rewards for surviving ‘The Hive’.


This latest game joins Net Entertainment’s brand- ed content portfolio that already features Creature from the Black Lagoon, South Park, Scarface and Frankenstein. Striking a balance between branded games and in-house titles is


Per Eriksson, CEO, Net Entertainment


"Our focus at present in


terms of the US concerns IP rights," said Mr. Eriksson. "We are making sure that we know exactly which games we can utilise to enter the US, exploring the agreement with IP rights holders to make sure that we make business for Net Entertainment in the US, rather than business for lawyers. As regards to a timetable, it is opportune from our standpoint that the market is progressing at the state-by-state level and working through the process thoroughly and gradually.”


“We have seen fantastic


additional growth from mobile gaming and predict that


mobile will become an even bigger part of the gaming spend over in the future, though at the same time we


see that there will continue be a place for desktop.”


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