Slots creator NetEnt has signed an agreement with PaddyPower to license their gaming content for use in UK land-based gaming machines. This deal also covers the present partnership existing with their online business as they aim to increase the crossover between the two.
Paddy Power currently has 339 LBOs totalling more than 1,300 gaming machines in the UK. NetEnt games, according to the agreement, will now be distributed in Paddy Power’s land-based gaming machines in the UK.
This makes it the second retail agreement by NetEnt for the UK Licenced betting Office (LBO) market. Their ultimate goal is an omnichannel agenda having the games and products available across all channels to all customers.
Enrico Bradamante, Chief of European Market Operations and MD of NetEnt Malta Ltd, commented: “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.