NetEnt and Paddy Power sign content deal for UK retail market

ink is dry on a deal between industry supplier NetEnt and Paddy Power to licence NetEnt’s content on the operator’s land-based gaming machines in the UK.

The deal represents an extension of the existing partnership between the two, with NetEnt already providing its products to Paddy Power’s online business.

Paddy Power currently owns 339 licensed betting offices in the UK, containing a total of more than 1,300 gaming machines.

Commenting on the deal, NetEnt’s Chief of European Market Operations, Enrico Bradamante, said: “I am very pleased 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.”

NetEnt signed its first land-based gaming machine partnership in 2014, penning a deal with UK operator William Hill.

The Swedish supplier also recently published its trading update for Q3.

It posted its 13th quarter of growth in a row, with revenue rising 28% to SEK357.4m, while operating profit climbed 23% year-on-year, up to SEK129m.