Entain Doubling Studio Staff In Online Studios

By Ben Hamill - July 12 2021
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Entain Doubling Studio Staff In Online Studios

Entain plans to double the number of staff in its game studios by this time next year. The sports betting operator’s bold strategy to expand its online gambling offering to customers will see the number of employees rise to 300. The strategy has also seen development teams create free-to-play slot tournaments, as well as 30 new products intended for the operator’s US-facing BetMGM brand.

The operator enjoyed an 11% revenue increase year-on-year for H1 2021, thanks to the growth of its online platforms.

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Employee Investment In 3 Countries

Encouraged by healthy online growth, Entain’s decision to ramp up its investment in developing unique gambling games for its customers demanded more staff. The operator owns Ladbrokes, Coral, and other well-known sportsbooks. To meet the need, the operator intends to increase the combined total number of staff in its in-house studios to 300 people.

Those studios are located in the United Kingdom, Italy, and India. The operator has already indicated that CR Games, its UK game studio, will create eight new positions to increase the number of employees to almost 50.

Slot Tournaments And Other Products

Entain CEO Jette Nygaard-Andersen said that a good entertainment offering was the foundation of the company. She elaborated that giving customers new options strengthened that foundation and gave them additional reasons to use the operator’s products. The new online gambling games also offer the operator insights it can use to further enhance the player experience.

One of the first new gaming options created as a result of the strategy are free-to-play online slot tournaments. The first tournament was held at the operator’s UK-facing Coral brand last month. More than 30,000 players participated. Players at the company’s other brands are expected to participate in other tournaments over the next few months.

Among the other new products in the pipeline are 30 new gaming options for the operator’s US-facing BetMGM brand. Those products are being developed by the studio in India. The UK studio is working on games intended for players in Baltic states. The operator’s entry into that market was made possible by its $440m Enlabs acquisition this year.

Encouraged By Online Growth

The operator was encouraged to double its investment in online gambling game development thanks to the growth of its online platform. The closure of the operator’s land-based branches led to a 13% drop in net gaming revenue year-on-year in Q1 this year. However, thanks to a surge in online gaming, H1 net gaming revenue increased by 11% year-on-year.

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