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NetEnt Closes IWG Casino Games Deal

Johnnie Rivera | 12 May 2020

IWG instant gamingNetEnt has embarked on what must be one of the most exciting new ventures in the history of the company. The leading casino games supplier has entered into an agreement with Instant Win Gaming (IWG). As the latter’s name suggests, IWG will, according to the terms of the deal, create instant win games based on some of the industry’s best loved NetEnt titles released to date. And there are literally hundreds of these in circulation.

The first of the re-developed casino games are expected to go live during the third quarter (Q3) of the current year. The games will be launched across IWG’s entire network of global WLA and NASPL Lotteries, which as it stands at present, numbers about 21 in total. The redeveloped titles will also be made available to global operators via NetEnt’s Progressive Play RGS (an award-winning aggregator supply-and-access platform).

NetEnt Looks To Grow With IWG

The opportunity to enter into partnership with Instant Win Gaming is considered perfectly in line with NetEnt’s current trajectory, says NetEnt Chief Commercial Officer Andy Whitworth. What’s more, the deal is expected to widen even further the reach of the leading supplier’s content portfolio, as well as help build quality brand awareness in new regulated world-markets.

The opportunity to reach a whole new player-market, being players engaged in the global Lottery sector, is a source of heightened excitement and since IWG has already established a solid reputation for delivering only the best in quality and fair instant win casino games, it’s a partnership that makes perfect strategic sense, concluded Whitworth.

If the partnership is to be regarded as adding value to any specific avenue of business, then that avenue would certainly have to be identified as fast-traced global and cross-market expansion. This certainly ties in perfectly with what NetEnt has revealed to the industry as being its primary concern in recent years.

Believing In The Brand

It certainly also helps that IWG are self-professed fans of NetEnt’s IP content. IWG CEO Rhydian Fisher says the team is looking forward to making full use of the opportunity to roll out NetEnt-developed casino games doused with that magical instant-win treatment to its 21 lottery clients situated in North America, Europe and Australia.

The focus will be to create exciting and rewarding fresh new gaming experiences for players whilst at the same time supporting the company’s Lottery partners with only the best that the iGaming industry and instant-win content have to offer.