On Thursday, gambling giant Entain announced that it intends to double investments in its in-house game development studios, to expand and improve its ability to provide customers with new products and exclusive experiences.

The company will double its development staff to around 300 in its three in-house studios, which are located in the UK, India and Italy.

Entain will increase its workforce within the next year to offer new and exclusive products in all its markets, including the United States, where it operates in partnership with the Las Vegas casino and hospitality giant MGM Resorts International.

In the initial phase, Entain will create eight new jobs at its UK game studio, CR Games, bringing its staff to nearly 50 people.

What are they up to now?

The exclusive content that has recently been released by the operator includes free-to-play slots tournaments, which according to Entain are the first of their kind. Following the launch of the tournaments in June, more than 30.000customers of Entain-owned Coralin the UK have joined the tournaments.

International customers of Gala Casino, Party Casino and Bwin Casino are expected to be able to participate in the new slots tournaments during the summer.

Entain also announced that, following the recent sponsorship agreement between Party Casino Party Poker, and McLaren, players will be offered exclusive access to Formula 1 themed online casino content later in 2021.

entain-increases-investment-in-internal-online-content-for-gamers-around-the-world

The company is also creating new experiences using immersive technologies. Its first VR product, a multi-activity sports club, will be launched later this year.

“We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do.” said Jette Nygaard-Andersen, Chief Executive of Entain. “Increasing our investment across all three of our in-house games studios will provide more of that for our customers across all our global brands.”

“By widening our offer with new and exclusive games, such as free-to-play tournaments, we give existing and new customers more reasons to use our products.” added Jette Nygaard-Andersen. “This not only helps to grow our business but brings fresh insight, so we can further improve the offer for our customers.”

New Products To Support Entain's Expansion Initiatives

Entain is ramping up investment in its in-house studios following the closure of hundreds of casinos across the UK due to the industry's rapid shift to online, which coronavirus-enforced lockdowns around the world have intensified over the past year and half.

The company's future internal content will help it further strengthen its presence in the markets where it is already operational as well as expand into new ones. Entain’s CEO, Jette Nygaard-Andersen, said proprietary and original content will be a key part of his strategy as he leads the group, comparing their initiatives to those of Netflix, which seeks original content to attract new subscribers and keep them staying. those already registered.

Ms Nygaard-Andersen then pointed out that they are looking to enter 50 new markets that are in the process of becoming fully regulated, in addition to the ones they are currently in.

Last fall, Entain announced that it would abandon all unregulated markets where its brands operate and that by the end of2023, 100% of its revenue will come from regulated territories.

The gambling operator will focus some of its development work on producing US-exclusive content that will be offered through its local brand, BetMGM. Right now, over 70% of the brand's US customers have access to original content, including titles like MGM Grand Millions, Borgata Cash Spinner, Premium Blackjack Pro, and several more.

Entain's Indian studio Win Studios is currently developing 30 new products made especially for BetMGM players. The games should be launched throughout the year. The group's studios in the UK and India are also creating unique experiences for players in the UK, the Baltics and other parts of Europe.

Entain's Italian studio, Eurobet, has been commissioned to customize its most popular exclusive products in Italy to support its owner's global growth.

‍