NetEnt set for significant boost in the US market after notable partnership agreement

Flagship online casino developer NetEnt is understood to be preparing itself for what will be considered as a landmark development in its commercial history after agreeing to an unprecedented deal, which would see it enter one of the globe’s potentially biggest online gambling markets.

The news comes as the software behemoth puts pen to paper on a partnership deal with Rush Sreet Interactive, who are one of the most exciting and fastest growing online casino developers in the US, which gives credence to the murmurings that there could be astounding and unparalleled growth in the US market over the next few years.

NetEnt are one of the biggest and most authoritative names in the online casino development world and over the last couple of decades have forged a reputation that is undisputed in this industry and, as such are revered among their rivals. 

Their slots and games have earned a reverence like no other for being some of the most sought after in the industry, which is evidenced by the fact that they are partnered with some of the biggest and most recognised online casino brands in the industry across many markets. Indeed, one of the niches that NetEnt have carved a particularly noteworthy reputation in is jackpot slots and, as a result, offer some of the most lucrative in the industry.

How is this deal mutually symbiotic?

Unbeknown to many, Rush Street Interactive has been around in the US since 2012, which is perhaps surprising. In that time, they have grown substantially and were the first gaming company to launch a regulated gaming site in the state of Pennsylvania, while prior to this, they had already launched in New Jersey. They followed this up by being the first company to launch regulated sites in the states of Indiana, Colorado, and Illinois, before scooping an abundance of industry awards.

The reputation that they have built up already in the industry means that they are ideally positioned to be the perfect partner for a company like NetEnt who while having a significant stake in the European and UK market are still yet to make inroads in the US. 

While the American online gambling market has started to open up in recent years, there is still a considerable way to go, however, the potential for success is clearly there. For NetEnt it does make sense to have a synergistic relationship with a partner in the US, while Rush Street Interactive will benefit from decades worth of expertise courtesy of one of the premier software providers in the industry.

Just the beginning for NetEnt?

With NetEnt reportedly in discussion with fellow software provider Evolution Gaming and as such the subject of an acquisition, this is a move that could certainly add significant value. Despite Evolution Gaming already rebranding as Evolution (according to some, in preparation for the takeover), it remains to be seen, whether NetEnt will still keep its brand name.

The likelihood is that it will because they are so well-known in the industry, which is only good news for both them as an individual entity and their proposed new owners. Although online gambling might still be prohibited in a number of US states still, it should not be overlooked that many people will know exactly who NetEnt are, especially if they have spent time in resorts like Las Vegas or Atlantic City.

It means that they will already have a considerable amount of brand awareness in place and by joining forces with arguably the major force in the US gambling industry, they could get off to a considerable head-start when it comes to beating their software rivals to a significant share of the US market.

RIchard Schwarz, president of Rush Street Interactive indicated how excited he was to be linking up with NetEnt, suggesting that access to their vast repertoire of industry leading slots will help to put them even further on the map.