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Interactive NET ENTERTAINMENT


something that Mr. Eriksson believes that Net Entertainment has successfully managed in order to give players the widest possible gaming experi- ence. "Net Entertainment will release a couple of branded games per year, but we remain focused on our in-house titles too," said Mr. Eriksson. "If you release too many branded games you start to produce a game for the sake of producing it, whereas every new game from Net Entertainment is brand new - the maths, sound, graphics etc., everything is created from scratch, which is why we create different types of slots games. We are very proud of the way we create our games."


Mobile has seen enormous growth and potential and is the hot topic on the conference circuit right now. However, Mr. Eriksson shares an opinion that is rarely expressed, that mobile is creating additional revenue for interactive gaming, as opposed to biting into existing player budgets. "Mobile growth has been huge," confirmed Mr. Eriksson, "but so far it does not cannibalise desk- top, which is still growing. We have seen fantastic additional growth from mobile gaming and predict


“Extend is a modular framework enabling the


operator to add elements that enhance the experience, expanding social elements.”


that mobile will become an even bigger part of the gaming spend in the future, though at the same time we see that there will continue to be a place for desktop.


"From a games perspective, you simply cannot 'shrink' a game from the desktop to the mobile platform," continued Mr. Eriksson. "Our mobile games are created from the beginning for that device, which means that you inevitably have a lower volume of games produced, but it is better to have quality as opposed to quantity. Right now we are producing around one game per month for mobile devices, which is for both brand new and existing portfolio titles. We've seen games such as


Starburst, which was a top performer on the desktop, equal that success on mobile, which is hugely satisfying."


The final question put to Mr. Eriksson concerns the US and the aspirations that Net Entertainment has for this massive, and massively complicated, market. "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 had excellent discussions with potential partners and when the time is right we will launch at full speed. However, until then, our growth is so posi- tive that we do not want to lose focus on what we are good at - creating great games for our cus- tomers."


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